Throwback Thursday Email: Jenny Craig vs. the Great Recession
Emotional stress can make even the most dedicated dieters lose sight of their goals, as this email member newsletter from the height of the Great Recession notes.
Mailer Name: Jenny Craig
Date Emailed: February 2, 2009
The weekly email tipline from Jenny Craig confronts a problem head-on with its subject line: “Avoid Gaining Extra Pounds During Tough Financial Times.” The opening paragraph of the lead article acknowledges that the challenge of losing weight is made that much more difficult by “these hard times.”
The next three paragraphs are long, contributing heavily to a total count for the entire email of over 1,000 words. Each covers a specific tip (e.g., “Eat the healthy foods first”) to keep members on track for maintaining their weight and overall health. Links are provided for further information, including recipes.
Two additional articles are likewise content-heavy, providing more tips on healthy habits and preparing kids’ lunches. And for inspiration, a lengthy testimonial runs down much of the right rail.
There are customer touchpoints throughout, like phone numbers, or buttons to contact a consultant or chat for support. For members who may feel more secure in their finances than their willpower, there's an opportunity to upgrade to a premium level of service, which it describes with benefits.
Customers and prospects don’t live in a vacuum. Address any fears or concerns they may have around current events if there is some way it may impact your business.