Retail Email of the Week: Bear Mattress’ Simple Sale

Bedding retailer Bear Mattress provides a hassle-free shopping experience in this simple email.

Mailer Name: Bear Mattress
Date Emailed: June 30, 2017

Founded by Scott Paladini, Bear is one of several startup manufacturers that have disrupted the country’s $14 billion-plus mattress industry. Like its competitors, Bear has built its model on selling direct to consumers.

This email puts the offer in the subject line: “SAVE $100 with our July 4th SALE! “ That’s a discount that applies to any product or combo package from Bear’s small product line, not for a specific item only.

The headline at the top of the email repeats the sale announcement. It’s then followed by three easy-to-understand benefits that are standard for Bear’s marketing. New customers can get free shipping, a 100-day trial and 0 percent financing on a purchase.

The email’s first big image shows a smiling woman stretching her arms out, as if waking from a restful sleep. Immediately below, a call-to-action button clicks through to Bear’s website. A reminder of the offer is also posted, along with a response code to use when checking out. Four icons restate the benefits of buying a Bear bed, like that 100-night risk-free trial and eco-friendly materials.

Another image block focuses on the “hassle-free” order process. The photo shows the unboxed mattress following delivery, explaining that setup takes only a few minutes.

The “LEARN MORE” link to the website gives Bear an opportunity to provide much more information about the company. Instead of merely describing the technology that goes into the construction of its products, Bear explains how the materials create a more restful sleep for customers. And thanks to input from athletes and engineers, other benefits result, including faster recovery and improved performance.

The last block of the email displays the components of the “Bear Bundle.” Again, simplicity rules: no pricing or product descriptions. All of those details are left to be included on the company's website.

The Takeaway
Instead of overwhelming your prospect from the initial outreach, gradually introduce information that starts the process of getting them to convert.