You need all the friends you can get when you’re marketing your start-up’s product, so why not boast about them, like this email does?
Mailer Name: Leesa
Date Emailed: February 26, 2016
Leesa is one of several start-ups that have disrupted the mattress industry by turning over long-standing business models. Their advantages: lower costs due to less models, and selling direct-to-consumer, primarily online.
This email, like quite a few other efforts from the company, starts off its subject line with its usual promotion: “$100 Offer,” but instead of continuing with a pitch for the product, goes in a different direction: “See What Our Customers Are Saying.”
That’s a line more or less repeated as a headline in the first block of the email. Below it is a photo, designed a bit like a word bubble, of a smiling woman on a Leesa mattress. “Over 1800 five star reviews,” it continues. “See some of our favorites.”
Four testimonials follow, each with a short title, a two to three sentence quote, a customer name and an image of the mattress. The terms of the $100 offer are set out in another block: a $75 discount and a $25 Target eGift Card. A single call to action button clicks through to the website, although tapping on the images has the same result.
If you ask customers to provide feedback via ratings and reviews, using them in your marketing adds credibility, especially when they avoid sales jargon.