Dish Network Makes a Serious Offer Using a Simple Email
Marketing a product or service without mentioning pricing doesn’t have to be complicated, as this email proves.
Mailer Name: Dish Network
Date Emailed: July 25, 2016
The subject line for this email from the satellite TV provider insists: “FYI: We're Serious About This Great Offer.” Some Dish Network offers talk a lot about all of the programming and channel options available to customers. Others, when making an offer, repeat the most important detail, like a low monthly price, several times for emphasis. This email does neither.
At the top of the email, an image shows a man and woman sitting on a bed watching TV. The headline is simple: “2-Year TV Price Guarantee.” Below, very short sentences: “Same price. Every month. For 2 years.” The call to action is a toll-free phone number in a can’t-miss box in the upper right corner.
The next block down highlights three key features of the service, each topped by a pictogram. Each offers a short description as well as how it benefits the customer. For example, if anyone wonders why they would need to record 16 shows at once: “say goodbye to recording conflicts.”
Missing from the body of the email entirely is any mention of pricing or the particulars of the order. Those details, though, appear in the gray mouse type at the bottom of the HTML. The terms and conditions disclose the name of the programming package, as well as the locked-in monthly rate.
Don’t reveal all of the major details of your offer in the email. Instead, supply just enough information to keep a prospect clicking through to your website, or calling your number.