HP’s Email Thick On Details Selling Its New Notebook
According to this email, thin is in when it comes to a new piece of technology.
Mailer Name: HP
Date Emailed: April 6, 2016
“New and amazing - the HP Spectre” reads this email’s subject line. It offers no hint what makes this product so special. But opening it provides an answer: the Spectre laptop. The image shows the computer edge-on, in its full 10.4 mm glory.
Against a black background, a short paragraph accompanies the photo of “The world’s thinnest laptop.” The focus stays mostly on the new machine’s design. And to spur the customer to get more details, a “learn more” button is at center.
Below this block, a buyer can “Explore the new design,” rather than click through to the website via the button provided above. First, several photos show more of the laptop, like its hinge, lid, and keyboard. Then, three pictographs explain a little more about this device’s features.
Besides its thinness, the copy talks about other features of the laptop. For example, one focuses on its power despite its size. Another one talks about the “sensorial experience.” It mentions the laptop’s display performance, as well as audio quality.
Sometimes, bragging about what a product or service doesn’t have, like weight or complexity, can work well.