We’re always looking for email messages that we can learn something from. With this email of DIY computer Kano we got a lot of new perspectives. Especially the first block is something we don’t see very often. It’s a starting point of an email that is aimed to generate emotions.
1 Cultivate goodwill
In this block the writer of the email address the reader immediately. Kano acknowledges that your inbox is a sacred place, that needs to be handled with care if you don’t want to drown in lots of aggressive messages. That’s also why they mention the frequency in this ‘apologizing’ text. That will probably get them some goodwill. The opening sentence is immediately followed by a USP.
2 Show the product
Especially when your product is simple, and has some characteristics that make it new and fresh. The Kano consists of just an adapted keyboard with a touchpad. The title “You’re one click away from unleashing the power” is fun. The click is being displayed by the finger in the image, but there’s also a button that you can use. They also use a sense of urgency: stocks are running low. A call to action with a deadline almost always performs better.
3 Let someone else describe your product
Why not inserting a link to a news report or article about your product? Because besides the fun element, the product also has an educational and pedagogical component. But just by saying that about your product, people won’t immediately believe you. It’s always better to let someone else explain the benefits of your product.
4 Show examples
Let your clients send you examples. This will allow you to seduce new clients with results of your product that aren’t staged. You can also show them that your product has a community behind it. A sense of community is an extra argument to tempt the reader to conversion.
5 Show a happy customer
Cute little girl, don’t you think? She isn’t put there by coincidence of course. No, it’s another visual argument that tells your readers: children are able to use this cool product. You don’t have to doubt too much as a potential buyer.
If you are using people on your images, make sure that the viewing direction of that person is logical. Let them look at some other thing in your email, or straight in the eyes of the reader, like in this example!
6 Tell the story
You have now presented your product and introduced your community, but you also need to tell your story. But the people from Kano clearly have a lot to tell. They link to the blog, which will be the starting point for conversion.
7 Display references
This is something that you don’t see very often in an email message. Kano closes with some links. Clearly divided into 2 sections. In the first section you’ll find links to articles and mentions of the product in the press. In the other section, you can more background information. Using the link ‘kidtech’ you’ll lend on a story about children adopting technology all around the world. Why not with Kano?
This email doesn’t explicitely tell you to buy the product – besides the very first link – and doesn’t give an overview of all the benefits. They use other people and sources to do that. The email that we received a month later had only one message, that was repeated several times: “buy me”.
