It’s a never-ending task for digital device marketers: How do you generate interest, or maybe even excitement, for consumers to upgrade to a new device when an even newer one lurks just around the corner? For LG Electronics, the challenge was met with an email offering some real benefits.
Mailer Name: LG Electronics
Date Emailed: March 19, 2016
The smartphone in question is the company’s G5. Even if you’re locked in with a contract, very happy with the phone you have, or both, you might be tempted to click on the email anyway to see what’s up.
Sure, the subject line, “See why the LG G5 is our best phone yet” sounds like just more marketing-speak, but the pre-header text gives you just a little more reason to tap away: “Here’s your first taste of all the LG G5 revolutionary features.”
When opened, the top block of the HTML shows the new phone and boasts “Some phones have all the fun.” The copy below immediately cuts to the chase - “get the scoop on all the latest details” – by signing up for G5 “Insider” emails.
But there are always prospects who won’t opt in just yet, so the next section focuses on three features of the phone, but, more importantly, actual benefits to the user.
For example, “Goodbye battery life crisis. A slide out removable battery makes swapping in another one stress-free and allows you to connect other LG companion devices.” The emphasis is on what problem the new or improved feature, like the "Revolutionary Design," solves.
For tech products like a smartphone, there’s often a lot of emphasis on numerical stats, like how long a battery lasts or unexplained features. Talk about why the details are important, and the customer can fill in the emotional context for themselves.