Apple’s marketing machine kicked in this morning with an email blast to subscribers prompting them to pre-order the new iPhone 5 we’ve all been hearing so much about.
Now as a former Microsoft guy, my love for the Windows Phone has not gone unsaid, and I’m glad my wife’s still at Microsoft after yesterday’s news about Windows 8 Phone and Surface, but there has to be something said about what we can all learn from Apple marketing.
- The email arrives and the subject line is “Pre-order your iPhone 5.” It’s a simple call-to-action but they say YOUR iPhone 5. They imply there’s one waiting for just for me. I just have to click the button and its awesome deliciousness is all mine.
- They also end the subject line with a full stop. Who ends subject lines of emails with full stops (or periods if you’re reading this in the US)? Who? Take a look at your inbox now and other than the odd ? or !, where are the .’s? It says to me “order you new phone full stop, period. That’s all you need to do and your world will be more complete.”
- The image within the email is gorgeous too. They tilt it slightly to show off the new thinness and the silky black curves. But it’s also tilted because it’s not quite yours yet. You have to click through to the video and eventually order it to get the full-frontal experience.
- The standout call-to-action is to simply pre-order it. But remember, Apple will get lots of publicity from the queues that will no-doubt snake around the blocks of every Apple Store in the world from September 21st, so they give you the option to be a part of that experience too.
- Then there’s the video. You’ll watch this whether you order it or not, because it’s a visual feast that talks about the design and features and takes you into Jony Ives’ world as he describes the blow by blow of how your device is made.
- I’m not a fan of the tagline, “The biggest thing…” etc. Why bother with that? It might have been stronger to not have a tagline and say “iPhone 5” and imply “enough said!”
The reason I wanted to write about the iPhone 5 pre-order email, is that too often marketers feel the need to cram in too much information, too many calls to action and too few smart teasers.
The Apple example is a perfect email marketing campaign execution by keeping things simple, having a desired outcome, and providing the receiver with little option but to take action or explore further.
Will I be ordering an iPhone 5 as a result?
But I’ve spent enough time thinking and writing about them today, and you’re reading this, so they’ve got their ROI from us have they not?
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