Following up on yesterdays “Why Aren’t People Excited About My New Product?,” here’s an example of a newsletter I received that has the potential to get users excited through Good Web Writing.
As explained yesterday, Good Web Writing:
- is part of a conversation
- answers questions
- lets people grab and go
Who am I? I still sign up for newsletters to get deals.
I open this email, which tells me “Congratulations! As a member, you have access to this brand new program,” giving me an opportunity to pass along discounts to families and friends, while also earning rewards.
(Lesson: This email answered questions effectively. Who? Me and My Friends. What? A discount and promo code. Where? Online shopping. When? Now – though I don’t know when this offer ends. How? Get my friends to buy a kit so I get a gift. Why am I here? You’ll get a discount or a gift certificate, even if I don’t want the product.)
I click on the Tell Me More because in the email, there is no way to sign up for the project without clicking on the link to the site. My main goal in heading to this site is to learn how to send the deal to my friends.
(Lesson: I’m taken directly to the area of the site I wanted to go to, without a preamble sales pitch. The conversation element is there – lots of headings posed as questions, the option to sign in is in the first person (log in to my SKINID) and the graphic showing has speech bubbles to remind me of the special and subconsciously emphasize the conversational element of the deal)
The only question I have is “what is my SKINID? Is it a different log in than what I used for the newsletter?” I try to enter in the account details I use for my newsletter, but it doesn’t recognize it – so, I guess I need to sign up for something new if I want the gift certificate or the discount. Worth it? Depends on the user (me).
How Did This Email Campaign Do?
- The website was part of a conversation – absolutely. By creating digital copy that uses questions to help guide the user through the process, this site is simple and engaging.
- The website answered questions – For the most part. While the SKINID membership is a puzzler (why would someone have that if it’s a new product?), everything was explained – the who, what, where, when, why and how. A user knew why they were on this site, whether they planned to follow through with the offer or not.
- The website let me grab and go – Again, for the most part. By needing to sign up for a new membership, it created a step that didn’t let me immediately grab and go. But props to the designers and content strategists who brought the user right to the information about the campaign rather than forcing then through content about the promoted product. It trusted that, if I were interested in learning more, I could find the information in myself the navigation.
Of course, not every product has the budget to offer gift certificates and deep discounts to get users to try out a new product, but any new online promotion – be it for a new product, service, TV show, or game – can draw inspiration from a well executed campaign and tailor it to meet their goals.