May 19, 2015

Even Your Fine Print Can Be Marketing

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I’ve purchased a thing or two from DODOcase in the past, and loved them. But as awesome as they are, I don’t keep them constantly on top of mind. Sadly, that’s true with all brands, including yours and mine—people have more important stuff to think about.

Luckily, that’s what email marketing’s great for.

Take a look at DODOcase’s birthday email above. I don’t think we need to talk about the effectiveness of a 50% off sale. It’s obvious that when you give your customers half off, you’re gonna move some merch. That’s not interesting. What’s interesting to me is the fine print below the promotion. We’re all trained to look for the asterisk, then read the disclaimer to find out what the catch is. Here’s the catch:

* Excludes Apple Watch & Corporate Orders

Wait, what? DODOcase has cases for the Apple Watch? I’m trying to imagine wearing a watch wrapped in wood and leather on my arm. Made by these folks, I’m sure it’d be beautiful—but still. This is weird. I’m intrigued. I’ve got to go take a look now.

I click to their website. There it is in the top navigation…

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…and sure enough, they’ve got some excellent new Apple Watch accessories:

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I particularly love the docking station that folds into a book and hides all the wires:

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And to think, I never would’ve known they had this charging dock if they hadn’t sent that email. It just goes to show you, when you’re doing product marketing right, even your fine print can lead to a sale. Great work, DODOcase.