A Back to School Triple-Whammy
HP jumps to the front of the “back to school!” promotional pack, as on July 29, the company emailed one of the first back-to-school offers of the summer. First, you’ll note a very strong subject line: “Back-to-school sale! Save up to $400 plus free shipping.”
In one subject line and only 11 words, HP leverages three tactics that can get clicks and buys: 1) the successful “back-to-school” gambit, 2) save money (in this case, lots of money, $400!) and 3) the always popular “free shipping” offer. Not too shabby.
As for the HTML email itself, HP gets very strategic with its offerings.
At the top of the email, a large image of a happy student with other students in the background dominates. The copy is minimal, with the “Save up to $400 on PCs” above the hot-red link button “shop sale now,” which sits next to an icon for free shipping.
HP knows that not every student needs a new computer, but a tablet, a printer or a backpack? Check! So the email showcases these types of products with school-relevant copy: “HP Academy,” “A+ prints,” “escape your dorm room and print from more places on campus,” and of course, “impress your classmates while saving up to 50% on carrying cases and bags.”
Ethan Boldt is the chief content officer of Direct Marketing IQ, which operates a marketing bookstore as well as Who’s Mailing What!, the most complete and fully searchable database of direct mail and email. Reach Ethan at eboldt@napco.com.
