A dog sitting on a new mattress. That funny image is the first thing that stood out from a recent email sent by bed manufacturer 4Sleep. 4Sleep is one of a handful of new players disrupting the marketplace by selling directly to consumers online, rather than the traditional brick-and-mortar route. Like its competitors, 4Sleep has employed a combination of techniques to reach prospects who have opted in to receive email.
On Mon., July 20, 4Sleep's email used a subject line that called out one of its rivals and set the stage for a pitch based on a single use of a classic marketing tactic, the testimonial.
Highlighting a particular customer’s experience, especially when they can provide an engaging, credible and relatable story, helps to inspire confidence in consumers. Knowing that other people have had a positive experience with the brand can help shoppers overcome hesitation to make a purchase, especially for a big-ticket item.
Please check out the slideshow below to see how 4Sleep used customer feedback to its advantage.
Paul Bobnak is the research/content director for Direct Marketing IQ. He's also the archivist at Who's Mailing What!, which houses the most complete, searchable and fully online library of direct mail and email in the world. Paul can be reached at email@example.com.