Or at least to his owner. With this example we like to show that a simple message as “Run to the store and buy us some cat food” can work.
And that happens in four very well-considered steps. Have a look, before you start reading, at the image. And concentrate by means of the text whether the same principles were clear to you…
The header says it all
1 The seduction game starts off in the header. After all, this is the first that the reader gets to see. The logo of the product is present. But this time in a more humble way. In this message it’s rather a necessity – you know how we emphasize that the logo cannot be large enough – than a disadvantage. Here the brand is launching something, rather than working on his brand image.
In that case, what is bigger and more remarkable? The image of the cat has to broach the topic. This message is about cats. The second striking thing, bigger than the logo and almost as big as the cat snout is the badge that introduces a coupon of 2 euros. There we have the answer to the standard question of the reader: what’s in there for me? The badge at the right immediately speaks of three weeks. In a flash you could see it as a deadline. When you look closer, it seems to be about a recommended three weeks diet, but in the meantime they have reached their goal. You are reading.
One single action
2 Only one single Call-to-Action. Very simple, test our product and after three weeks you see an effect on the health of your cat. Pay attention to the vocabulary. They speak of testing, they indicate a period and they speak of a clear advantage. Also here you have the clear link to the question “What’s in for me?”. The click-through is preceded by an incentive. “Start today”, subtly evokes the urge to click.
The button itself is provided with all the elements that are recommended. The colour is outstanding and deviating from the rest of the email message, but still in line with the first badge where the discount is announced. An arrow evokes movement. The text clearly tells you what is happening and the arrow of the mouse is meant to highlight that. Click here!
Principle of repetition
3 Here they use the principle of repetition. A good teacher puts in the middle of his class the most important elements in a row. They do the same in this email message. The CTA is more extended than with point 2. Though in general the same is told, more details come to pass. The word choice is not coincidentally: exclusive, visible improvements, beauty… And so the reader ends on the same button a second time.
4 Once the coupon is printed, of course you also have to buy a product in the store. So you have to recognize the range of Purina. And so the message finishes with a product picture. Neatly next to each other, as if they are standing in the shop rack. It is also the perfect transition to the footer. This explicitly refers to the challenge to give the right cat food during three weeks. Who still doesn’t have a healthy cat by now…
