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Brookstone Promotes Smart Clocks in Smart Email

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3 minute read

We touched upon leap year marketing last week, just one example of how you can work promotions around special days of the year. I found this great email example from Brookstone for Daylight Savings. Not only does Brookstone choose appropriate products to promote, the email acts as a public service announcement. Let’s take a closer look:

Brookstone Daylight Savings Email

There’s a number of things Brookstone does very well:

Brookstone Ratings

  • “Daylight Savings Time begins March 9” sets the context for the rest of the email. “But don’t worry! SmartSet clocks set themselves — and auto adjust for Daylight Savings Time, too” frames a problem and solution, capturing interest. Even if you have an alarm clock already, this benefit might prompt you to upgrade.
  • The customer rating is a great idea, including a real person’s name and city to add authenticity. And “Why didn’t I get one sooner?” subtly communicates that this is an indispensable item, and the customer shouldn’t postpone this purchase decision.

    I’d like to see a link to the actual review to add to the credibility (Brookstone uses “Verified Purchaser” badges to build trust, and a link to the actual review would also support this). Also, I’m not sure which of the 3 clocks in this section the review refers to. So really, I just have to take their word for it that this was a real review, because I’m not going to dig through the entire SmartSet line to find the review.

  • This section includes quite a bit of product information. The key benefit is mentioned 4 times in the copy, as is “plug it in.” It appears a bit redundant, but it’s also ensures you’re going to understand the key benefit, even if you don’t pay attention to every area (think eye-tracking heat-maps). The little green box is a bit of a product demo, I like it. The description also mentions Leap Year, which is timely.
  • Prices are listed, which I appreciate. The email recipient can judge whether the item prices are acceptable without having to visit the site. There’s no vague “from $X” or “X% off.” In fact, these products are not on sale at all. But showing a range of items and price-points is appealing, if you don’t want to spend too much, you can get the benefits from the most basic model.
  • The call-to-action button (CTA) says “Shop Now” instead of “Buy Now,” which makes sense because you’re shopping the category, not buying an individual product. (Referring to image above, not below)

Brookstone Shop More

  • Showing augmented products like telephone-clock and iPod-dock-clock is great, especially if this means the 2-in-1 product frees up limited night-table real estate.

Brookstone Battery

  • This is just awesome. Brookstone reminds you your family’s safety is at risk without functional smoke detector batteries. Even if you don’t buy batteries from Brookstone (though there is a convenient link to buy some), Brookstone’s concern for your well-being is a appreciated.
  • Using statistics is always effective. 90% of Americans have smoke detectors (probably you), and 1/3 of them need to replace the batteries (make sure this is not you).

Brookstone Sleep

  • Continuing with the Daylight Savings theme, Brookstone displays pillows and mattresses. Clever.

Bill Me Later

  • BillMeLater reference is like: “Now that you’re coveting these products, we’ll help you avoid delay-of-gratification.” This could have a positive effect on conversion, or reinforce the benefit of shopping with Brookstone in the future for those that desire alternative payment options.

Sale

  • “If none of these other offers appealed to you, we’ve also got a big sale goin’ on…”

Shop By Category

  • Shop by price and gift finder links – if you do need to find someone a gift today, jump right to these sections from the email.
Linda Bustos
Linda Bustoshttp://www.getelastic.com
Linda is an ecommerce industry analyst and consultant specializing in conversion optimization and digital transformation.
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