In any competitive industry, as this email shows, you can stand out by talking about how your product is different.
Mailer Name: Displays2Go
Date Emailed: December 28, 2016
A subsidiary of TAKKT AG, Displays2Go has been in the store fixtures business since 1974. It manufactures and sells custom point of purchase (POP) and trade show displays, such as brochure holders and pop-ups.
This effort was sent out during the gap between Christmas and New Year’s Day. It’s a time when a lot of business slows down. Employees go on vacation because their customers do. This leaves others to keep the lights on, and maybe even firm up some business plans for the following year.
It is these people this email targets. “Only One in the Office This Week? Check Out The Workshop” reads the subject line.
Below the header, the image shows one of the company’s carpenters using a square. Overlaying it is the logo for “The Workshop.” The text underneath explains a little more: “High Quality Affordable Design Made Exclusively In-House.”
A few blocks below, which all click through to the website, showcase some of the materials made by the company. Examples include podiums, wall signs, and store displays. And a call to action button leads the business prospect to explore other product lines immediately.
But some customers need some more convincing. Or they’re curious and have a little bit of time to learn more about why Displays2Go’s Workshop is so special.
So the email uses three icons and a sentence with each to answer “What is The Workshop?” Then, it offers even more of an explanation, via a video hosted on the company’s website. Linked from the email, it provides more than a mere history lesson. It displays the company’s dedication to quality products, even if they had to make them themselves.
Don’t miss opportunities to re-introduce yourself to customers, and remind them why you are better than your competition.