It’s not every day that you get an email that looks like it was sent through a time warp from the year 2000. But a throwback design, and a good offer, make the latest effort from DAK Industries really stand out in the inbox.
In its first incarnation in the 1980s, DAK was a direct mail catalog selling consumer electronics like PCs, radar detectors, and stereos. Company founder Drew Alan Kaplan’s first-person product descriptions were homey and focused clearly on benefits. And they were long, running over 1,000 words a page. After the company went bankrupt in the early 1990s, Kaplan revived DAK as an online-only retailer.
His successor, Sol Harari, has retained his enthusiasm for all things electronic, starting with an email that dropped on Tuesday, Nov. 3. Its subject line, “DAK's Pre-Holiday Special: Spend $150 this month, get a free 8,000mah Powerbank” reminded me of two things. First, DAK’s fondness for marketing with long copy, and second, that I really needed a backup for keeping my mobile devices charged. Please check out the slideshow below for a quick look at how DAK promotes a special offer to its core audience.
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.