Rodale Addresses the Customer's Pain Point
At the end of 2013, I bought my first bike in nearly 15 years; on Sept. 27, 2014 I rode in my first City to Shore: Bike MS ride, covering 45-plus miles down to Ocean City, N.J.; and now I'm in the middle of my 14-week training program to ride the 80-mile route for City to Shore 2015. I bought a new bike in July, and have been working with my local bike shop to adjust the fit of the bike so I have a comfortable ride, which takes some trial and error.
So, when I received an email on Aug. 3 with the subject line, "Friend — Find the root of your back pain!" I opened the message immediately.
The email, from Rodale's Bicycling Magazine, is a special offer for one of its books, titled "Foundation: Redefine Your Core, Conquer Back Pain, and Move with Confidence." In Rodale's usual fashion, the email offers a free 21-day preview of the book, with the guarantee of an easy return if you decide not to purchase. The structure is reminiscent of a direct mail letter, including a salutation of "Dear Friend" and signature of Chris Cunningham for Rodale Books.
Check out the slideshow below to get a better look at this email and how Rodale addresses its customers' pain points.
Melissa Ward is the senior content editor for Direct Marketing IQ. Reach her at firstname.lastname@example.org.