The launch of a new product has to take many factors into account to ensure success, including promotions based on a seasonal appeal, like in this email.
This is the first of an occasional series of articles looking back at #throwback (#tbt) direct mail and email efforts from the past that still hold lessons for today; thanks to Melissa Ward for the suggestion.
Mailer Name: Apple
Date Emailed: May 18, 2010
The first release of the iPad in April 2010 was one of the most successful product launches in history, generating over $9 billion in sales and a staggering 90 percent market share in the first nine months. One early email campaign took advantage of the season to position the unique new technology. The subject line: “iPad. A graduation gift unlike any other.”
The top half of the HTML further explains: “Let graduates experience their new world in entirely new ways with iPad.” The two horizontally-orientated iPads run over the border on either side and show a little depth.
The second half of the email starts off with a paragraph that proclaims the device as “The best way to experience the web, email, photos, video, and more.” It notes that these functions, as well as apps, are all available thanks to its “beautiful, Multi-Touch screen.” Features and operating convenience can be pretty difficult to fully describe in an email, so a link leads to more information.
This campaign is not all about the iPad, though. Three smaller blocks provide options for grad gift-giving, like other Apple devices, a gift card, or using a gift guide.
When introducing a new product, make sure you have a well-defined marketing strategy.