S.C. Johnson’s Email Focuses on Clean Benefits
A product that makes a dirty job easier may not make for the most exciting email to read, but does it get the job done?
Mailer Name: S.C. Johnson & Son
Date Emailed: March 24,2016
Cleaning a tub or shower of grime and soap scum is hard work, and a task that’s never really done. So a specific Scrubbing Bubbles brand product — its Daily Shower Cleaner — promises salvation. Near the top of the email a simple pledge: “Just Spray and Walk Away.” You can immediately get a coupon by clicking on the call to action button that’s provided.
For consumers who need a little more information, the paragraph below the photo does just that. It dispenses with lots of copy by using a short explanation that’s all benefits: “That’s it. No rinsing, no wiping, and no scrubbing.”
The next block takes an opportunity for a little cross-selling by providing a link to tips: “How to Clean a Bathtub.” Making a “deep cleaning” better brings it all back to the cleaner that’s being promoted in the first place.
A simple design and quick explanation of benefits is sometimes all that’s needed to get a customer to buy in.