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Immediately building up excitement & anticipation around the offer. You don't know what it is, but it must be good.
This email came around holiday time & appropriately mentions how your "family" will also love it.
The same big theme also used in the previous email, but for a different cookbook: delicious & HEALTHY.
Nice follow-up intro..."I think you almost missed out on this". Again, using "friend" as well as credibility-boosting language like "world-renowned", "chef to the rich & famous" & "best-seller".
The email starts by focusing mostly on taste & leads into the hook that the recipes are also healthy & can help you lose weight. Many people feel "diet recipes" aren't as flavorful which is why they finish the email addressing that objection.
Marketing someone else's stuff is a lot more convincing when you've tried the product yourself & can attest to the quality.
"Our friend" -- getting across that it's not a random person they're promoting. Other key words include "limited number" & "free of charge".
I'm surprised they didn't include food photos before as they appeal well to the senses. They show a variety here & make sure to emphasize "comfort foods" again, such as waffles.
Because it's no longer free, they've reframed the offer, comparing the $9.95 price to the $25 Amazon price (60% discount) + free shipping.
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