To stand out in the email inbox against competitors offering similar products, you can tell your customers about who inspired your company.
Mailer Name: Franklin Covey
Date Emailed: March 4, 2016
Companies go back to their roots all the time. For example, some of Dodge’s advertising across several channels shows the Dodge Brothers, and equates their passion for excellence with the modern-day company. Franklin Covey tried something similar by looking at its own origins.
Benjamin Franklin’s self-improvement and time management systems inspired the introduction of the values-based Franklin Planner in the 1980s. This email is part of a promotion called “Legacy Month.” A quote from Franklin is at top: “Dost thou love life? Then do not squander time for that’s the stuff life is made of.”
The paragraph below recounts Franklin’s practice of using a “little black book” to track his progress towards his goals. To get a prospect started on the same path to their own success, it offers a 20% discount on select planning products.
The next four blocks show various planners and binders that are part of the “Franklin Favorites” collection. Each product image is accompanied by a brief description, and clicks through to the Franklin Covey website to purchase.
Remembering where you came from — and understanding how it can relate to your company’s mission today — can engage customers in a new way.