Apple’s Email Helps Last-Minute Shoppers Show Appreciation
Sent six days before a holiday, this email from Apple promotes a gift that’s about more than entertainment.
Mailer Name: Apple
Date Emailed: May 2, 2016
Opening it reveals that the gift offered here is not very sentimental in nature. Instead, it’s technology – an iPad - with a different purpose in mind.
“Give a gift that does as much as Mom” reads the headline at the top of the HTML. And whether the shopper is a child, spouse, or partner, chances are they appreciate all that this special woman accomplishes for her family.
The device here, the 9.7 inch iPad Pro, “lets Mom get everything done.”
Clicking or tapping on the images reveals more details. They describe how it can make one’s life faster and easier, surely relevant for busy moms.
A call to action button appears below, taking the customer to the website. There, before buying, they can customize finish and storage options for her.
Other blocks below highlight additional choices, such as the Pencil, Smart Keyboard, and accessories. In each case, the item category is presented with a headline describing how it benefits the mom. The keyboard, for example, is “For her noteworthy words.”
At bottom, 3 pictographs give the customer several options. They can buy online, and take free 2-day delivery, pick up their online purchase at an Apple store, or buy there in the first place.
Look for ways to present your product’s benefits to different audiences with different needs than their own.