… Here’s why–
The first thing I love is that the email is hyper focused. The retailer only wants to talk about their 24-7 Pants. No noise, no distraction. What’s also interesting is the specific order in which content has been presented–
1 (this is what the reader sees first):
The email gets the reader’s attention by making an offer that only applies to email subscribers. I received this email March 29th and the sale opens to general public April 1st, so I have 3 days to act. The headline adds an element of urgency.
2 (this is what the reader sees second):
Social Proof– I know Harry’s Army Surplus is in the business of selling 24-7 pants, so their word has limited credibility (I’m a skeptical consumer). However, I am very interested in hearing what other customers like me felt. I like how Harry’s Army Surplus has nicely summarized customer feedback. Most email readers skim.
3 (this is what the reader sees third):
Some people are persuaded my words, others by video. Market to both and double your response rate.
4 (this is what the reader sees fourth):
Features section is where the reader understands what makes 24-7 pant so special.
5 (this is what the reader sees fifth):
Now that the email has activated the reader’s desire center Harry’s has to explain why this offer is so incredible.
It’s important to note that Harry’s Army Surplus is a 1 store operation and they probably don’t even have a full time marketing manager. In that reality this email is very well done. The one content snippet I would’ve added is– “We’ve reserved 24 24-7 pants for our email subscribers. This email has been sent to 12,230 email subscribers. Click Reserve My 24-7 Pant and we’ll hold yours for the next 2 days.” Clicking Reserve My 24-7 Pant would be a micro-conversion and the act of clicking it would subconsciously persuade clickers to visit the store.
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This is just one of many examples (some obvious, and some not-so-obvious) of how we use buyer psychology to take visitors to your site from “I’m interested” to “That’s it, I’m pulling the trigger”. We use established principles of behavioral economics to influence. Marketers try and get results by dialing up the marketing volume. We show you how to zig when everyone is zagging.