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Emphasizing ease, quickness & convenience. These traits are often not associated with buying a gun.
Again, focusing on urgency. Notice that this sentence is missing in the email on the right.
Using terms like "never last long", "can't hold yours past midnight" creates a sense of urgency.
"We're all in this together" relates to the idea that those who stick together, have a better chance of survival. It's also conveying that the company has your back & is just like you.
Both emails use a customized sign-off message related to the tone & message of the brand. "Get back to your roots" is interesting in that it's action/command-focused.
Making the rifle possessive with "your" makes it feel more like it's meant for you. "Ready to ship" signifies a quick & easy buying process & "no background check", the most powerful phrase in the subject line (hence the brackets), plays to our desire to be treated specially, bypass regulations, & take the "shortcut".
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