Of the many buying experiences disrupted by the e-commerce revolution, one of the simplest has involved the humble razor. It used to be that brick-and-mortar retailers offered a wide variety of shavers, blades and accessories — at high prices — from a small number of manufacturers. New entrants to the marketplace have challenged that model.
Harry’s manufactures and sells razors and shaving accessories directly to consumers, but with a limited choice of options. So an email from the brand earlier this week with the subject line “Introducing our limited edition shave set” stands out to customers who already know of Harry's small product line.
Opening the email revealed that selling a special razor set is only part of a larger strategy by Harry's. To coincide with “Movember,” when men let their facial hair grow to raise awareness of issues like prostate cancer and depression, Harry’s partnered with the Movember Foundation. Please check out the slideshow below for a quick look at how Harry’s makes a special offer and enlists its audience's help for an important cause.
Paul Bobnak is the director of 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 firstname.lastname@example.org.