Sender: Living Proof
Sent on: October 22, 2013
Subject Line: The surprising secret to healthy hair
Why it’s a standout email:
Firstly, the subject line is a great tease. Everyone wants healthy hair and if there’s a secret to achieving it that’s tipped to “surprise”, then I for one want know what it is (clearly the subject line hits the mark with the “women who care about their hair” market, which I’m guessing is most women).
It turns out that the secret really is surprising. The last thing you’d expect a hair care company to tell you is that you should use less shampoo given that shampoo is one of its primary products, but that’s exactly what this email is suggesting, and it’s precisely the surprising nature of this recommendation that seems to lend it even more credibility.
Living Proof (co-owned by Jennifer Aniston, by the way) prides itself on the brilliant science used to develop their products (their slogan is “We are the science. You are the living proof”). As it turns out, there actually is a reason why you shouldn’t wash your hair daily, and Living Proof scientists have developed a shampoo that “helps you go longer between shampoos”. Intriguing! And an effective way to lead into the promotion of the products that tie in with the premise of the email.