This email shows how an iconic automaker draws attention from customers by adding a focus on luxury services.
Mailer Name: The Lincoln Motor Company
Date Emailed: December 5, 2016
This email’s subject line, “Seat yourself in a new 2017 Continental, arriving at dealers now”, teases a YouTube video that’s linked at the top of the HTML. It demonstrates the “30-wayPerfect Position Seat” found in the new Continental.
Below, a paragraph is pure-benefit driven in its description of the highly-adjustable seat. It’s designed to “take stress off your shoulders … provide individual leg comfort.” And, it continues, “heating, venting and massage make sitting down an elevating experience.”
This new platform of tailored services is accessible via an app. To quote the website, linked from the email, it “considers the entire life of the Lincoln owner … as a 24/7 relationship that starts – rather than ends – with your Lincoln vehicle purchase.”
Each individual service is designated with an icon, and is designed to make the driver’s life easier. With the app, a customer can arrange for a free car pickup, find parking, or even remotely start their vehicle.
Additional blocks promote the company’s Wish List Sales Event and dealership rewards program. Once clicked through, each allows the customer to customize their experience.
For many drivers, their ride is not just about their car, but the journey along the way to their destination. Look for ways to make the experience more special, and stand out from the competition.