According to this email, using great technology does not have to come at the expense of those we love.
Mailer Name: Microsoft
Date Emailed: January 27, 2017
The subject line for this email is a bit cryptic: “Discover more of what you love.” Coming from one of the foremost tech brands in the world, it could mean anything. But opening it makes things much more clear.
At top, the headline reads: “Discover a new way to connect.” A quick downward swipe or scroll reveals that the email is seemingly about Office 365, the software giant’s suite of products.
But upon closer inspection, it’s much more about how life is made better thanks to buying Office 365. The image at top shows a family of four on a couch, laughing, smiling, and hugging. Their reactions have as much to do with being together as they do with whatever is on the devices they’re holding.
Below a laptop and a box of the software, a paragraph explains more. But instead of technical details about specific apps, it talks about benefits to the customer’s family life. “Find your work-life balance,” it offers. Regardless of location, the prospect can “Create a document. Coordinate schedules. Call Grandma on Skype.”
A link clicks through to the website to “Explore Office” more. But sometimes an in-store visit works better, so the next block teases a free “Discover More” session. And for answering what they will do with their “next 365”, a customer can win $10,000.
A benefit or set of benefits that bring people together can be just as important as cold, hard facts in getting prospects to want to discover more.