Pep Boys’ Email Addresses Customer Pain
Sometimes a good question can stop a prospect in their tracks, like this email’s subject line does.
Mailer Name: Pep Boys
Date Emailed: January 21,2016
The typical email for this auto chain focuses on sales, usually with dollar or percentage discounts. This email starts off by asking: “Is Your Car Ready for Heavy Snow?” and then spends the rest of its time both raising concerns and dealing with them.
The top panel shows a snowy curve in a road with a headline that warns: “HERE COMES The Snow.” The copy reinforces the fear with worlds like: “treacherous”, “heavy snow”, “difficult,” and “slippery.” A customer can then immediately request an appointment with a tap on the button provided.
But buyers may need some more persuasion, so the next two blocks address specific pain points with winter driving: bad tires and dead batteries. The customer is reminded that both issues pose danger, and make offers. For tires, it’s buy three, get the fourth free. For batteries, it’s a free inspection after listing some symptoms that may indicate a serious problem.
Some customers may be confident that they have both of these things under control without a service appointment. So the next block shows items they could stow in their vehicle in the event of an emergency on the road, like a battery charger, a first aid kit, and warning signs. They can print c coupon good for a discount of either $5 or $10, depending on the purchase price.
Tap into a customer’s basic fears with a direct approach, then offer discounts to make the sale easier.