Email Breakdown: A24’s Hereditary Screenplay Book Promotion
TWO THINGS:
1/ You are promoting a screenplay book. That means you are essentially selling a “movie” in print. Everything should speak to that.
2/ When you are promoting something as mind-blowing and premium-class as Hereditary, you need to make it spectacular. Nothing short of that.
This email does both of them.
First off, I love the headline “Not your grandma’s beach read”. It tells me straight off that this is not a casual read. It will throw me out of my comfort zone, jar my reality, and I should be ready for it.
Next, look at that visual animation. It’s not a static image.
When the subject in question is a screenplay book with a lot of visual detail in it, you must show me that to make me curious. How better to do that than to include an (almost) video of it inside the email, right?
Post that, the name of the book and the description. Simple.
The description comes from the actual book blurb and it definitely gives me a quick peek into what’s inside the book, starting from the foreword by ‘Parasite’ director, Bong Joon Ho, to an essay by writer Leslie Jamison to 24 full-color frames from the movie…
Below that, we find a big — I mean, BIG — shopping button. If I was still on the fence teetering about whether to go ahead with the order or not, this button screams at me to do it.
And then the social media account links.
To turn you into a subscriber on other platforms apart from email.
Ubiquity is the name of the game and A24 knows it. If you are an e-commerce business, you should pay heed.
Don’t simply email them. Tweet at them. Share a reel. Get them together in a Facebook group. The more they see you, the better.
Loved this email personally.
