Land Rover’s Email Builds Excitement for Auto Show and More
The luxury carmaker uses an email to let drivers know how they can see its newest vehicles.
Mailer Name: Land Rover
Date Emailed: April 7, 2017
For drivers looking for a vehicle, car shows offer a great opportunity to investigate and comparison shop among many brands. One of the country’s premier examples of this kind of event gives Land Rover a reason to reach out to part of its email list.
“Join us at the New York International Auto Show” reads the subject line of its latest email. It then uses the body of the effort to build a case for attending.
That argument starts with the image at top of a new car. “The shape of things to come,” the headline puts it. A call to action button appears right below, for anyone ready to buy tickets to the show.
Next, the paragraph that follows invites the customer to “experience our newest vehicle, the New Range Rover Velar.” It offers few details beyond “striking proportions.” But it does invite them to follow the company’s Twitter and auto show-specific hashtag.
Further down, Land Rover reminds the driver of the show’s dates and shows its location on a map. Three images from the company’s Instagram shows its vehicles in very different settings.
Finally, at bottom, the navigation is simple. Only three destinations are presented. Drivers who can’t or don’t want to visit the shows can instead schedule a test drive, get a quote, or find a retailer.
While building up and revealing a new product can be quite special, offer customers several options to get in on the excitement.