Reference no: EM133616515
Case: "Acme Home Appliances (this is a mock brand name used for this assignment) manufactures and sells large home appliances such as refrigerators, dishwashers, laundry washers and dryers, etc. Recently, the company decided to recall more than 500,000 of its washing machines as they posed a fire risk for users. The government agency in charge of consumer protection/consumer product safety informed the company that it has received several reports of smoking, melting, overheating, or fire involving the washers. Many of these reports resulted in property damage, and several customers reported injuries from smoke inhalation.
Several models of Acme's top-load washers with super speed wash are affected. The machines were sold in white, black, champagne, and ivory colors, and the government agency has published the range of serial numbers for the 10 models that are being recalled.
Over 500,000 washing machines were sold at big box retailers such as Best Buy, Costco, The Home Depot, and Lowe's between January 2019 through December 2019, costing between $900 and $1,500.
A software update can fix the fire hazard. The government agency stated that consumers should immediately check whether their washer's software has been updated to prevent the hazard; and, if not, consumers should immediately stop using the washer until the software is updated.
All Wi-Fi-equipped washers should automatically download the free software repair when connected to the Internet. Those who don't have Internet can get a free dongle from Acme to plug in and download the free software repair."
Develop a consumer-focused email (1 full page, single-spaced) which is to be sent to product owners who are affected by the recall. Assume you have their contact information from when they purchased the appliance in question.
The email must focus on accomplishing the following objectives:
a) Persuades the recipient to open the email.
b) Provides information about the recall.
c) Prompts specific action such as visiting the OEM's website or clicking on certain links to download the software to their appliance (washing machine).
d) Creates reassurance about the brand/company.
e) Minimizes the likelihood of appliance owners inundating your and or the big box retailers'
customer support phone lines/stores, websites, etc.
MUST HAVE ELEMENTS FOR THE EMAIL:
Subject line: A compelling/creative header (the goal is to cut through the email fatigue many consumers already face from getting a plethora of emails from marketers)
Email Body: Mix of text and visual content, e.g., images (the objective is to keep the audience engaged with the email).
Email Body: Call to action - You must offer a compelling incentive for the customer to get the customer to update the software for their appliance (washing machine). From a design standpoint, the call to action can be conveyed through some sort of slogan, web- button/banner, etc.