Because it’s impossible to buy a brand new car from the manufacturer over the Web, you have to rely on a lot of things in an email to a prospect.
Mailer Name: Jaguar
Date Emailed: March 5, 2016
Except in this case, the car company is a luxury brand, like Jaguar. That alone is more likely to get a lot of customers to open the email. Add to the picture the subject line, which contains just the slightest whiff of urgency: “Timing is Everything.”
The image at the top of the email shows a lineup of Jaguar vehicles in front of a giant clockface (Big Ben’s?), with a heading: “Only its design is timeless.” And driving the point home is the announcement for “The Impeccable Timing Sales Event.”
“Don’t miss out,” the small gray sales copy warns. It runs down a few of the features, barely enough to whet one’s appetite.
And the deadline for this offer? Ironically, even with a soft-sell approach to its limited-time nature, it's buried in the multitude of reversed-out white-on-black mouse type at the bottom of the email.
Sometimes, simplicity is the best course in email to drive customers to a place where they can buy your product, whether it’s a website or brick-and-mortar location. Do just enough to tantalize the prospect, and let something (or someone) provide more answers, options, and opportunities to convert.