Did Mixtiles leverage Behavioral Science and made me buy worth $90/- the very same day?
What is Mixtiles?
Mixtiles sells photo frames that can directly be stuck on the wall, no nails needed. You upload pictures on their website or the app, choose the frame design and checkout. Their frames are especially great for renters or those who worry about damaging their walls.
What is the cost of Mixtiles?
Their frames are usually priced at a higher price point than other similar companies. They do run holiday-based promotions when the prices can drop by 20%-40%. It makes a lot of sense to wait and purchase during the sale than pay the full price.
Usually, Mixtiles charge between CA$12-16 for each tile, without the taxes. It means, that 10 tiles would cost me between CA$120-160 + taxes, without any promotional offer.
Using the offer that was outlined in this email, I paid CA$80+taxes. It was a good deal to me.
So, I was pleasantly surprised when I received this email from “Katie”.
The Mixtiles email copy
The top 3 things that I noticed outright as I skimmed through the email were:
They were following up after 3 months of my purchase. I don’t remember any other brand doing so. Even if they did, I do not remember such an email from them.
They offered help and requested for feedback. There were here for me.
Because I had purchased before, they were giving me 50% off on 10 tiles. Off-season! So unexpected.
Yes, that is the entire email itself. You bet I placed my order first thing when I sat on my work desk. I absolutely did NOT want to miss out of my 50% discount when it walked into my mailbox itself. Mixtiles has worked the fear of missing out like a charm.
How did Mixtiles leverage Behavioral Science in their email?
The email was sent with the sole purpose of earning a definite US$60+taxes for the company. For Canadians, it works out to be C$80+ taxes (and hence the title of this blog post). Every time this email results in a "buy", it generates revenue that is greater than the cost of writing and sending the email itself. Thus, this is phenomenal writing in my humble opinion.
Let’s analyze the email text:
1. Sender’s name: Katie at Mixtiles
If the email sender was Mixtiles, I may or may not have opened the email. But, 'Katie from Mixtiles' ensured that I opened it. The reader responds to the 'human sender' without even thinking about it.
Now, to the body of the email. Mixtiles took a reader-first approach.
2. Introduce yourself: It’s Katie from the Mixtiles team.
At first instance, it does not seem like a generic, mass email sent out to all Mixtiles customers. Even though it is exactly THAT.
3. Make the reader feel important: We marked our calendar and it looks like it’s been 3 months since your last purchase of Mixtiles!
4. Build a connection: I truly hope you are enjoying your tiles. If there is ANYTHING we can help with or any feedback you would like to share, just reply to this email. We're here for you.
The company would love to help me if I need it and are open to hearing my feedback. It is as simple as hitting a reply to this email. Doing this, Mixtiles comes across as approachable with a human who will solve my problem if I did reply to her.
#1 to #4 are meant to connect emotionally with the reader. Mixtiles focused on reconnecting with their existing customer first. They are hoping to win my business once again. They pre-emptively addressed an unhappy customer by offering help first.
5. Value proposition: We’d be thrilled to help you enjoy more of your memories.
Who does not want see happy photos of their family, babies, children and friends around the house?! The emailer subtly reminded the reader of their previous Mixtiles purchase. Then, it offered an 'amazing' opportunity to enjoy ‘more’ such memories. Memories that translate directly into Mixtiles product purchase.
6. An exclusive offer: You can take advantage of our unique - customers only - offer of 10 Mixtiles for just $60 (almost 50% off!).
The reader thinks that they are winning a prize. They are becoming a part of an exclusive deal that is not for everybody. This almost 50% off offer, which happens once in a while, is only for customers - a reward for buying Mixtiles before. What if the company gave the reader such an offer once again if they used their offer now?
Everyone wants a great deal and to be a part of the exclusive club. Beautifully worded messaging here!
7. Ends: All the best
As if the reader is going on a mission or a quest. It felt good to see this ‘all the best’ instead of thank you, regards, cheers, best etc.
Persuasive content writing
As a content writer and marketer, THIS is a great example of the golden email that I want to write every time. One that converts. One that makes the customer take up the offer the very same day!
Well done, Mixtiles! I am so curious to know the conversion metrics for this particular email.
When you are ready, I can help you write persuasive content for your business.