[Email of the Week #4]: How Filippo Loreti Launches New Luxury Watch Collections
By Chris Orzechowski
Alright, it’s that magical time of the week again…
So grab a coffee, make yourself comfortable and get ready to enjoy the newest edition of Email of the Week!
This is the fourth installment of this series. Make sure you click here to check the archives of past episodes.
In case you’re new around here, here’s how it works…
The Rules for Email of The Week
Each week, I go out into the wild to find a super-effective e-commerce marketing email… and I break down what made it work. My goal is for you to tune in each week, so I can teach you strategies and best practices YOU can use to make your own emails better.
I find these emails in my inbox, but I also accept suggestions from readers who have a remarkable email they’d like to share.
If you recently received an email that was so awesome it made your jaw drop, I wanna see it.
Forward it to me (chris at theemailcopywriter dot com) with a brief message about what you liked about it. If I choose to do a breakdown of the email you sent, I’ll give you a shout out and link to your site.
The only rule is… you can’t pick yourself.
Now then, without further ado, let’s check out the Email of the Week!
Ok, I Know What You Might Be Thinking…
The most important rule of Email of the Week is that you can’t pick yourself.
If you’ve been following for me any length of time, you probably know that Filippo Loreti is a long-time client of mine.
So… am I violating my own rule?
In this case, no.
Today, I’m going to be featuring an incredible email from Filippo Loreti. However, it is one that I personally did not write.
I did a lot of work with Filippo Loreti when they were still a start-up… right at the beginning of their meteoric rise.
When I began working with them, they had just done a Kickstarter campaign that ended up doing $926,000.
I helped them with their entire email campaign for the next launch (along with a number of other marketing assets for the campaign)… and we wound up doing just shy of $5,200,000.
This earned Filippo Loreti the distinction of being the most funded timepiece project EVER in crowdfunding history. (Check out that campaign here.)
The following year, I was brought back to help them with their third crowdfunding launch. That one did pretty well, too.
The particular Filippo Loreti email I chose this week was written by one of the members of their current team.
And it is such an amazing example of eCommerce email marketing done right.
Most people think you need to just put a bunch of pictures and discounts into an email and make it look real pretty to sell a physical product.
That’s amateur hour.
Filippo Loreti’s email marketing stands head and shoulders above most other eCommerce companies. They are in a class of their own.
Matas and Danielius (the brothers who founded the brand) are super smart marketers and are some of the hardest working entrepreneurs I’ve ever met.
And that shows in their pursuit of email marketing excellence.
Let’s take a look at their email game…
What Happens When You Mix “Democratized Luxury” with Scarcity?
Filippo Loreti is a company.
But it’s also a movement.
One of their core beliefs is that luxury items should be available for all… without the insane markups you’ll find at most big stores.
This is the idea of “democratized luxury.”
If you’ve ever been on their website, you can clearly see that they live this mission every day. Their timepieces are stunning.
So, one one hand… they offer luxury, handmade Italian watches at a fraction of the price.
But they are able to maintain that luxury status by producing many of their collections in limited supply. In fact, a number of the collections they release each year are only produced in limited quantities.
They are limited editions… and each watch in that collection is numbered.
So if they offer 1,641 watches in that collection, once they are sold out… they are sold out for good. You literally can’t buy that model anymore, unless you buy it off another owner.
This is not B.S.
They actually do this and it’s so cool.
Because with every watch you buy, it’s like owning a little piece of the brand’s history.
The people who were with them from the start, who own a Milano Rose Gold Grey Ceramic earn the distinction of being a small handful of people on Earth who will EVER get to wear that particular watch.
So now that you understand a little bit about their brand, let’s take a look at one of their recent emails that really caught my attention…
Your Favorite Watch Is Almost Gone
^^ That was the subject line of the email I received.
It caught my attention. Mainly because I’ve been on Filippo Loreti’s list for years. And I have definitely eyed a few favorites… hoping that they’d last until I was ready to pull the trigger and buy.
This subject line is almost reminiscent of a “low inventory” automation. Sometimes businesses will send out emails like this if you’ve checked out an item a few times, and haven’t bought… and now their inventory is running low.
What’s cool about this subject line is that they don’t just say one particular kind of watch is gone.
They really draw you in with the curiosity by saying “Your favorite watch.”
(How do they know???)
Treat Your Customers Like They’re Human
One of the really cool things about Filippo Loreti’s email marketing is that they mix up their email style. They are a company that was essentially founded with long copy.
And just because they’ve exploded in size doesn’t mean they’re going to abandon this style of email.
They use it better than 95% of the eCommerce companies out there.
Let’s take a look…
The copy starts off with a personalized greeting. And then it explains the “why” behind this email.
There’s a new collection that’s now available.
Now, here’s what’s really cool.
Check out that next line.
Look at how they are taking you on a journey with their words.
“Perfect for guys who have lunch in London, dinner in Dubai and breakfast in Beijing…”
I fucking LOVE alliterations. And this was flawless.
When you read this line, your brain can’t help but think what kind of person spends their day dining on multiple continents.
You think of a high-powered business executive… a rockstar entrepreneur… and jet-setting consultant.
You start to place yourself into the story they’re telling. It builds a VISION of what life could be like. Where you don’t have to play by anyone else’s rules… where YOU, the customer, are the MAN.
This is such a powerful line of copy.
Now, keep in mind…
You still have not seen a picture of the watch just yet.
So, without even looking at the product, you’re already thinking how much cooler you could be if you got your hands on this watch.
In this next line of copy, you really see the strength of Filippo Loreti’s unique selling proposition.
They offer premium watches WITHOUT those astronomical 10-40x markups.
Why are they able to do this?
Because they’ve eliminated all the middlemen and they ship directly to you.
On top of that, they handle an objection by throwing in their famous 10-year warranty. How many other watch companies do that?
What they’re doing here is a technique called anchoring.
They are anchoring your expectations of what you might normally think a watch like this should cost.
When you finally see the price and see the beautiful designs of their watches, your brain starts to associate their product with a price point 40x higher than what you see in front of you.
So you KNOW you should be paying more… and their prices become even more of a steal for what you’re getting.
Ok, this next part is really sexy.
Here is where they pile on the “reasons to act RIGHT NOW.”
Most people fail with their promotions because they don’t give strong enough reasons to act now. So people put off the buying decision until later… which oftentimes means never.
Filippo Loreti are the masters of giving you a reason to act now.
It’s kind of baked right into their brand: their timepieces truly are limited edition. And they always sell out fast.
What they do so effectively in this block of copy is they make you feel like you’re part of an exclusive club.
This is an invite to a “private launch.”
You get access to an early bird price, that few other people get.
And… if you place an order you even get a free gift.
Thing is, they only make this offer available to 300 people. And they have millions of people on their list… so you know you gotta haul ass to get this.
They put a nice bow on this whole thing by providing you with a password to unlock the deal.
Total “velvet-rope” effect.
They then show you a few “trending” options.
You obviously interpret this as “the one that are going to sell out first.”
And… you buy.
Congrats, you’re now the proud owner of a truly awesome watch!
One more thing: take a look at the email sign off.
It’s not from “Filippo Loreti.”
It’s from Gabriel.
A real human.
An email from a human… to another human.
When you view the email all at once, it looks like a personal email:
See what I mean?
Let’s Take A Quick Gander At Their Landing Page
I don’t know if I’m going to make it a habit of examining the landing pages in all of the Emails of the Week.
But I just had to show you this one.
Remember how I talked about how they build a VISION of the person you could become when you get one of their watches?
They do all of this before you even see the watch they’re selling.
So before you even see the watch, you’re already convinced you wanna buy.
When you finally see a picture of the watch… holy shit!
There’s no way you can say now.
Take a look at all of the subtle persuasion triggers on the landing page:
It’s very hard to hit this page and NOT buy a watch.
Overall, just an awesome job.
Big Takeaways from Filippo Loreti’s World Timer Launch Email
- Write like a human being, not a corporation.
- Make it personal.
- Use your words to create a vision in your prospects mind.
- Take your readers on an adventure.
- Make your customer the hero of their own story.
- List specific benefits that make your product unique.
- Showcase your Unique Selling Proposotion (USP).
- Anchor your price before you reveal it.
- Throw in a bonus.
- Turn the buying experience into an exclusive, VIP experience.
- Add limits: time, inventory, discounts, etc…
- Use social proof and include popular products that might sell out first.
- Handle objections and pre-empt buyers’ remorse (they did this with their 10-year warranty).
Sneak Peek for Next Week
Next week, I got a real treat for you.
We have our first “reader-submission” for Email of the Week!
This means,a reader sent in a really good email. I’m going to break it down next week. And I’m going to give that person a shoutout and link to their website.
That can be YOU…
All you have to do is submit a really great email.
The email I’m featuring is from one of the most popular services on the internet. And the coolest thing is… they’re actually selling… NOTHING!
Yet I guarantee once you see this email, you’re going to feel like sending these guys money.
It’s a cool example of a fundraising email that doesn’t make you feel like a terrible person (there’s no dying puppies and Sarah McLaughlin playing in the background.)
Stay tuned for next week, it’s going to be a good one.
What You Should Do Next
- Subscribe to my email list so you can get ALL of the Emails of the Week delivered straight to your inbox, automatically.
- Leave a comment for me below and let me know what you liked about this email.
- Send this breakdown to someone you know who has a physical product business. You might give them some inspiration to write an email that brightens their customers’ day.
- Get yourself a Filippo Loreti! They are awesome watches that make you look like a boss.
Want articles like this in your inbox each week?
Join my list and get access to these articles, special offers and first dibs on new products I’m creating...