NAPA’s Email Asks and Answers Questions
One of the best ways to help your customer achieve clarity is to ask them a question, as this email does.
Mailer Name: NAPA Auto Parts
Date Emailed: October 6, 2016
The National Automotive Parts Association, a.k.a. NAPA, is national cooperative that sells vehicle parts and accessories. Typically, the company uses a question in the email subject line. In this case, it asks: “Want better vision for the road?” “Be safe and save on wipers today,” the pre-header text explains.
First, the headline at the top of the HTML states simply: “SEE CLEARLY. BRAKE FASTER.” Three sets of windshield wiper blades are shown across the block. The first two, manufactured by NAPA, consist of a basic and a premium model. The third set is from a well-regarded brand, Bosch, and sell at a higher price point.
The discount dollar amount displays for each set of blades. And, a call to action button links to the NAPA website for more details, as well as to purchase.
Next, a link offers more content that can likely help the driver see the road better. When tapped on, the post, on its “Know How” blog, reviews 3M’s headlamp restoration kit. The benefits are listed, and a comparison is made, as is a recommendation to buy. Immediately below, the customer can buy the kit at a special discounted price.
For customers who don’t need better wiper blades or headlights, another button lets the customer check out monthly deals on the company’s website.
When asking a question, provide answers not just with products, but content that explains much more.