Runner’s World Email Makes Every Step Count
It was when my lower back started to hurt the other day that I was glad I had clicked on the latest email from Runner’s World. After a long break, I had started running again, and I wanted to avoid injury this time. On the magazine’s website, I opted in to get its email because I trust the name as an authority in providing helpful information. Ever since, I’ve been receiving messages almost every day to subscribe to the magazine, buy a book, etc.
Many of Runner’s World’s emails closely resemble their direct mail efforts. They’re copy-heavy, letter-like efforts, accompanied by several photos, quite a few font changes and multiple call to action buttons. The subject lines, as in the one below, often advertise a benefit: “Run Faster with the IronStrength Workout for Runners.” But after quickly scanning a workout program promotion in the preview pane, it was obvious this email was different. It had one simple purpose: to get me to click through to the website to learn more, and to order. Please check out the slideshow below for a fast look at the path I followed.
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 firstname.lastname@example.org.