Lexus’ Email Taps Into the Need for Speed
Although most people drive to live, this email speaks to motorists who live to drive.
Mailer Name: Lexus
Date Emailed: October12, 2016
The subject line, “RSVP now and master the art of speed,” invites the driver to a different kind of experience. Some people simply think of driving as getting from point A to B, even in a luxury brand like Lexus. This email is not for them, even if they ultimately wind up buying a more sedate car. The chance to drive a really fast car is too tempting, and also helps the brand stand out.
First, both the top left corner and the photo carry the Lexus “F” emblem, which doesn’t actually stand for “fast.” The same can’t be said of this line’s high-performance vehicles. Three of them appear in the photo at top.
According to the headline, the Performance Driving School wants to “Harness the Power of Performance.” It’s “the place where precision, speed and control meet,” the copy below says. And drivers who learn new skills can test them on the track on the day of the event. A centered button clicks through to Lexus’s site for more information or to immediately reserve a spot.
Next, to rev up reader interest, the email shows three of the carmaker’s “F” models. Each is paired with one of the available options for experiencing this special kind of test drive. Drivers can put these vehicles through their paces for experiences lasting up to 9 hours. Finally, the bottom lists dates and locations for these performance driving sessions.
Instead of a single demonstration experience, offer prospects a variety of options that reflect their skill level, among other factors.