Nissan’s Email Newsletter Pitches Safety First
An important theme for car buyers drives an email newsletter from Nissan.
Mailer Name: Nissan
Date Emailed: June 16, 2016
This automaker’s monthly emails are mix of sweepstakes, buying incentives, service reminders, and lots of promotions for specific models. This edition is no exception. However, the email’s personalized subject line here focuses attention on how a specific vehicle meets an important psychological consideration. “Art, safety comes first on the 2016 Altima,” it claims.
“SAFETY TODAY” reads the headline at top, on an image showing two Altimas. The subhead continues to make the point: “Art, Nissan is committed to looking out for you and yours.” A paragraph quickly names some of the safety features on 2016 Altima. But for far more detail, the shopper needs to click on the link provided or the image to visit the website.
Four additional blocks in the email provide other avenues for drivers to explore. One promotes the company’s Murano Hybrid, and another the brand’s sponsorship of the BET Awards. A third block announces a 15 percent discount on accessories and provides the response code and expiration date upfront. Finally, a fourth one centers on a new brochure app for the carmaker’s vehicles.
Take into account the specific psychological needs of the segments of your total audience.