… 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.