Throwback Thursday Email: Kenmore Goes Back to School
As this five-year old email shows, worries about college kids eating right are timeless.
Mailer Name: Kenmore
Date Emailed: August 2011
As a leading manufacturer of appliances, Kenmore is in a great position. Millions of students attend college for the first time, or head back to school. If they want to feed themselves, then a trip to Sears or Kmart will get the job done.
This subject line: “Back to college! Make sure they major in good nutrition” targets parents. And, from the top of the HTML on down, good nutrition is the focus of the email. The top block shows a stack of books with an apple on top. “Study up on smart eating and avoid the Freshman 15,” it advises. It provides a link to a blog post with tips on healthy eating.
Tomatoes and lettuce next to a mini-fridge drive the point further. “Stock up on veggies, salad greens and yogurt,”the tag reads. The listing includes a link that clicks through to purchase the item, or find a store. A blender, coffeemaker, and toaster oven are likewise promoted with a health angle.
At the bottom of the email, several options allow the consumer to engage with Kenmore in other ways. For example, one can download free Google Gadgets and check out Kenmore’s” Genius Tips.” For creative ideas in using its appliances, Kenmore also invites customers to check out its Live Studio via Facebook.
Use life events and changes of season to give people a reason to buy your products.