Chevy’s Email Builds a Case for Its Electric Car
The American car brand’s email helps the prospect feel comfortable in the driver’s seat.
Mailer Name: Chevrolet
Date Emailed: February 3, 2017
For several months now, automotive giant Chevrolet has been running an email drip campaign promoting its new all-electric vehicle, the Bolt. Although sales began at the end of 2016, its availability has been limited as production ramps up.
Previous emails have focused on the subcompact’s range, technology, and pricing. One in particular boasted of the car’s recognition by Motor Trend magazine as its 2017 “Car of the Year.” For many drivers, a professional award of this magnitude is an important factor in their buying decision.
This email’s personalized subject line, “Joe, Bolt EV keeps you in control,” begins another tactic in overcoming a prospect’s objections. Here, the focus zeroes in on how the car’s technology and how “smart and convenient” it is, in multiple ways. “A Smarter Way to Drive” the headline promises.
The paragraph below starts off by mentioning how the car transmits the energy it generates back into the battery. This gives it a EPA-estimated range of 238 miles on a single charge. With that, many drivers will immediately start thinking of the money they can save. A call to action button lets the driver click through to the website for much more information.
Four blocks follow that focus not just on what specific technologies do, but how they make the motorist feel. An image and a brief explanation help show how this car is so different. And in each case, a link to the website allows them to discover more about the feature.
For example, they can set up one of several options for charging their vehicle. Other technologies allow the driver to monitor their energy usage efficiency, or even slow the car without using a brake pedal.
People need to feel like they are in charge of how they experience the product or service they buy.