A new website design prompts an industrial supplier to spread the news to its email list.
Mailer Name: Supply.com
Date Emailed: March 8, 2017
Founded as National Builder Supply in 2008, the company emphasized technology even before its name changed to Supply.com in 2015. And although it serves homeowners and DIYers, professional customers are the major focus of its efforts.
The top part of this email is far from subtle. “Welcome to NEW & IMPROVED,” reads the headline. Against a black background, four different devices are placed: a desktop, laptop, tablet, and smartphone. Each shows a page from the website.
The headline below lets the reader know that the site has been redesigned, and includes a link. Then it continues. “Our new look is sleeker, faster and designed to help you find the products you need.” This time, the copy is followed by a button that invites the customer to “Explore the new Supply.com.”
For customers who need more convincing, the next section offers two good reasons to check out the relaunched site. Each benefit stands out thanks to a pictograph and a few sentences of copy that explain more details.
An easier search function and responsive design across devices mean an improved customer experience. And again, to get the customer to buy in, a button to the Supply.com site follows. “See it for yourself,” it says.
Finally, above the footer, another section appears and asks “Are you a contractor, designer, plumber or builder? For anyone who answers “yes”, a few bullet points list the benefits of signing up for a free account. And yet again, a button clicks through to join.
Look at major improvements to your website as an opportunity to reach out to major customer segments.