APMEX’s Email Sells More Than Just Gold or Silver
The desire to protect the purchase of a valuable investment underlies this recent email.
Mailer Name: APMEX
Date Mailed: August 18, 2016
Gold is one of the most sought-after commodities in the world. Demand for it fluctuates depending on the trends in various industries, including jewelry, electronics, and central banking. But the investment factor drives most of the increase in both its production and pricing. Besides bars, medals, and funds, the biggest gold investments are coins, from the U.S. as well as other nations.
American Precious Metals Exchange, a.k.a. APMEX, buys and sells precious metals online, such as gold, as well as silver and platinum. Typically, it uses email to advertise sales on its products. This effort, though, gets the prospect to focus on an additional reason to buy. “Here are some easy ways to add extra security to your investment!” the subject line announces.
The image at the top of the email shows several securities sold by the company. Callouts make the prospect aware of “enhanced features” present on these products. This helps bolster confidence in the buying decision. Later on in the email, another block highlights the NGC authentication, an industry standard, of a set of coins.
This email does not let an opportunity to sell go to waste. Two “featured” investments display immediately after the top block, one for a gold bar, the other for a silver one. Each listing includes an image and a call to action button.
When selling a financial product, reassure customers as much as possible that they will be protected from harm.
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