Trends is a magazine that has lots of business readers. So even though they target people, they often apply B2B strategies to their messages.
This is a sales email, so they offer a gift. But clarity is key in the way they construct their message.
1 At the top of the message you can find the offer on a neutral background. In a no-nonsense style they describe the product. Get a 1 year subscription with a discount, together with a tablet. No more, no less. They don’t discuss the total value. The discount is that high, that it gets attention. Because you rarely get these kind of discounts in a business email.
2 In the images that go with the text they talk about the prices for the very first time. They do this is stickers. The product is on the background. The right sticker clearly shows to word “free”, which will be the last word the reader sees on this line. And maybe it will be the last word that sticks when we get to the next step.
3 And that will be the call to action. A contrasting colour with an arrow at the start should entice the reader to click through and order. Because that’s the goal: order a subscription. Again: no more, no less.
4 The rest of the email is clearly intended for readers who are not convinced yet. Here a double style is used. On the one hand, they use a detailed listing of what is going to be delivered. As if it is a detailed offer for any product that can be purchased. On the other hand, the structure looks like it could come from a web shop. It is the list of products that are in your cart. The psychology of “order now” is not far off.
5 Still not convinced? Or unclear about the gift you’ll receive? In that case, they extensively list the features of the device that you’ll get. It’s like looking at an electronics brochure, but with a “free gift” label.
6 Every offer has its fine print. These can be found at the end of the message. If you can entice your reader to click somewhere in the email, you shouldn’t annoy him with all the little details. But a buyer who only buys after knowing all the details, needs this information right here. They clearly explain the rules of the game. They only forgot one thing: the call to action could be repeated at the end of the message. Just like in web shops, where you can find a call to action above and below the shopping cart.
