Marketing something people “need” but don’t “want” | Email teardown with Janel Torkington
Some email lists you're on because you want to be. Others? Because you have to be.
Take Admiral Insurance, for example. They handle my home insurance, and honestly, their service is top-notch. But when it comes to their emails? There are exactly two I open:
The one about my policy renewal (because, well, I have to).
The birthday email they send me every year. Even though it’s always 25% off travel insurance – which I’ve never bought from them – it still gets me. Why? Because, as you get older, the birthday cards can dwindle, and you take your best wishes where you can get them.
But you know what I don’t open? Their monthly newsletter. Every month, it lands in my inbox with the same subject line:
Victoria, your [insert month] newsletter is here.
Super helpful in one way – I know I can ignore it. And I do. Every. Single. Time.
So why am I still on their list? Simple – because I’m not one of those beautifully organised people who has all their insurance renewal dates neatly logged in a calendar. Maybe one day, when I’m a proper grown-up. But for now, I know my renewal is somewhere near the start of the year, and their monthly newsletter acts as a little nudge to log in and check when that might be.
Moral of the story? If you’re selling something that’s not exactly sexy, like insurance or taxes, your email marketing needs to work differently.
Email marketing for unsexy products
Opens and clicks? Forget about it – until that person has a specific need (and usually, a looming deadline).
This was a huge topic in my latest teardown with Janel Torkington, Co-Owner & Content Designer at Strange Birds. We dove deep into how email marketing works for unsexy products – like taxes. Yup, taxes. Janel brought us some real-life examples of emails tackling this unglamorous topic, and the insights were gold.
The thing is, with these types of products, it’s not about trying to make the product feel exciting – it’s about being there when the need is real. It’s about finding the sweet spot when your audience realises, "Oh, I actually do need that thing."
So, if you’re marketing something that doesn’t exactly scream "buy me!" – here’s your approach:
1. Be there at the right time
Don’t try to be flashy. Just make sure your email lands when people actually need it. If they only think about your product at a certain time of year (like tax season or insurance renewals), your job isn’t to entertain them all year round, it’s to be the most useful thing in their inbox when it matters.
2. Repetition matters
Most people don’t buy the first time they see an offer. Or the second. Or maybe even the third. If your product isn’t an impulse buy, your emails need to keep showing up as a reminder. Not in a pushy way, but in a "Hey, we’re still here when you’re ready" way. Because when that need kicks in, you want to be the first brand they think of.
3. Don’t overcomplicate it
People appreciate a no-nonsense approach, especially when dealing with things they’d rather not think about. No fluff, no jargon, just clear, helpful emails that make their lives easier when the time comes.
4. Use offers and incentives wisely
If you do have an offer, make it count. A discount at the right moment can be the thing that pushes someone over the line - but if you’re constantly throwing out deals, they lose their impact. Timing is everything. A well-placed incentive, right when someone is actively considering your product, can make all the difference.
If you're selling something that doesn’t scream "fun," email marketing can still work. Keep it simple. Keep it relevant. And when in doubt, make sure your emails are a reminder of why you’re reaching out – not just another inbox annoyance.
Want your own (private!) email review? I can SHOW you what works, what doesn’t, and how you can make sure YOUR emails convert. I teardown your emails, so that you can build them up bigger and better - CLICK HERE!
