What’s cool about this
Getting this email took the wind out of my sails.
Let me explain.
Lee Greenwood was the man who unified us following the horrific attacks on 9/11. He had written a song expressing American pride called “God Bless the USA”. If you’re an American who is at least 25 years of age, there is no doubt that you know the words to this song.
I received this email on September 27, 2021 along with hundreds of thousands of other Americans. In our minds, 9/11 is still fresh because we just remembered the 20th anniversary about 2 weeks ago.
When I saw this email, I couldn’t believe it. I had to do a fact check on it because the news was so shocking. The information was true. President Biden had removed Lee Greenwood from his advisory post on the National Arts Council. Lee Greenwood served under presidents George W. Bush, Barack Obama, and Donald Trump.
The man who brought us together after the worst day in our collective memories was removed from his advisory role.
This news served as a great fundraising opportunity for the GOP. They have always had solid direct response principles in their emails. I would like to highlight a few elements that make this email particularly effective.
The email list is sourced from the GOP directly. This means that the audience who are signed up for it presumably will be interested in supporting the Republican party. The list is already primed for success.
The language used in the email also is designed to resonate with their base of supporters. They refer to him as a “music icon beloved by MILLIONS of Patriots” and use the word “stand” which is prominently featured in God Bless the USA.
Another great thing about the design of this email is that there are no unnecessary images. A lot of marketers get caught up in putting in unnecessary images in the marketing communications. Images that look nice but serve no purpose towards the act of getting money are pointless. They eat up space. Marketing legends such as Claude Hopkins, David Ogilvy, Joe Sugarman have all said that it’s best to leave an image out if it doesn’t sell the product. The email designer has taken this to heart.
The email isn’t stylistically beautiful. The end of the quarter box isn’t centered perfectly. But who cares? The openers of this email are going to be more focused on giving the Republican party their money because Lee Greenwood has been canceled.
Your marketing communications don’t have to look fancy or be perfectly centered. Just hit send.
About this creative
Company: Republican Party
Advertising Format: Email
Country: United States