The back-to-school season means adjustments for other members of the family besides kids and parents, as this email claims.
Mailer Name: Dollar General
Date Emailed: September 27, 2016
The subject line of this email gives many animal lovers pause: “Pets having back-to-school blues? Read these tips!” Following the image of a curled up dog at top are 6 paragraphs of text. First, they describe the symptoms, like “lethargic mood to destructive behavior.”
Next, they make suggestions on how family members can both prevent and deal with the feelings their pets may experience. For example, “This can be a great chance for your kids to take responsibility for the care of their pets.” Another tip advises hiding a portion of the pet’s food around the house to engage their senses in a hunt. This also allows the retailer to mention Purina’s Beneful food.
Further on, below a panel advertising the new Beneful formula, the store promotes savings of up to $3 on it. A customer can click through to the website for further information on how to get the discount at their store.
Finally, a “digital coupon” appears at the bottom of the email. It stands out due to the thick border in the store’s signature shade of yellow. It offers $2 off any online purchase, but only for a limited time.
Get customers to think about a problem they may be encountering, and then offer a solution. And then, make an offer.