In the smart home industry, we’ve all heard it before: clients love the convenience of their devices—until they don’t. Let’s face it—nothing is perfect. Cars need tune-ups, phones lose signal, and yes, even smart homes have their frustrating moments. But, just like these everyday items, smart homes are also consistent, reliable, and improve our lives in ways we don’t realize until we’re without them. And here’s where a brilliant email marketing and follow-up strategy can turn that occasional frustration into a golden opportunity for client engagement.
We recently crafted a campaign that taps into the very heart of this reality, showing smart home users how much they truly depend on their systems, even when they’re annoyed by them. Let me show you how this strategy works and how you can use it to engage your customers.
Step 1: The Emotional Subject Line That Connects
Our original email, “Why I Hate My Smart Home,” wasn't about technology failing—it was about realizing just how much comfort we take for granted when we’re away from it. The concept was simple but powerful: being away from home reminded us how much we rely on smart home automation for comfort, security, and convenience.
This subject line played on that emotion, sparking curiosity and empathy from our audience. We tied it to experiences we all can relate to—juggling multiple remotes in a hotel, fumbling with bright lights, or missing the seamless controls of a smart home.
Craft your next campaign around emotions your clients can relate to. Use subject lines that hit on everyday frustrations or the absence of convenience, and you’ll get attention.
Step 2: A Hybrid Email Strategy—Single Focus, Multiple Sections
We combined a strong, single-focus subject line with multiple sections in the email, offering users a variety of options to engage with. In this case, the subject line led to the last section of the email, where users could read the full article about missing the comforts of a smart home. Despite having four other sections, all the click-throughs focused on that one key message.
This proved that while a variety of content is great, a compelling primary focus is what drives the most engagement. Offering multiple sections keeps your content diverse, but tying them together with a powerful message at the core ensures users engage where it counts.
Use a hybrid approach—provide options, but make sure your strongest message is front and center. This reduces the risk of unsubscribes by offering variety, but still channels most of the engagement to the content that matters most.
Step 3: The Perfect Follow-Up (Physical Mail + Stress-Ball Remote)
Here’s where the magic happens. After users engage with your email, take it to the next level with a physical follow-up. In our case, we plan to send out stress-ball remotes to those who clicked on the article. Why? Because the frustrations of managing tech can build up—and sometimes, it feels like throwing the real remote might help (it won’t, but this stress remote will!).
This simple, playful item will not only relieve stress but serve as a constant reminder of your brand. Every time they feel a little smart home frustration coming on, they’ll grab that remote, and who will they think of? Your company, ready to help.
Here are some fun, relatable ideas:
Stress Relief, Not Remote Destruction: Encourage clients to grab the stress remote instead of their real one when tech annoyances hit.
A Fun Backup: The stress remote may not control the TV, but it controls their frustration!
Room-to-Room: Suggest keeping a stress remote in multiple rooms as a lighthearted way to handle smart home challenges.
Use a simple, fun physical item that ties directly to the client’s experience. It makes your brand memorable and shows you understand their frustrations.
Step 4: Personalization and Continued Engagement
With the stress-ball remote, we’ll include a handwritten note:
“Thank you for reading our ‘Why I Hate My Smart Home’ article! If things get stressful, squeeze this remote, take a deep breath, and call Bravo AV—we’ll take care of everything.”
This personal touch transforms a simple email into a memorable, meaningful connection. After sending the remote, follow up with a friendly phone call to see how they’re enjoying their smart home or offer a special consultation. Keep the conversation going with an email offering solutions to their frustrations or tips on making their smart home experience smoother.
For dealers: Personalize your follow-up. Show your clients you understand their pain points, and offer real solutions. A physical item, a personal note, and continued support will keep your brand top-of-mind.
Metaphors that Relate to Smart Home Consistency
It’s important to remind clients that no technology is without its hiccups. Just like how a car needs the occasional tune-up or a phone loses its signal, smart homes require adjustments. But when they’re working right—just like a well-maintained car or a strong phone connection—smart homes offer an unmatched level of comfort, convenience, and security.
The Tune-Up Metaphor: “Just like your car needs a tune-up to run smoothly, your smart home occasionally needs some adjustments to keep everything working at its best.”
The Signal Metaphor: “Ever lose a phone signal at the worst time? Just like your phone, your smart home might experience a few hiccups, but when everything is in sync, it’s a seamless experience.”
The Daily Use Metaphor: “Think about how often we rely on our phones or cars—they’re not always perfect, but they make our lives easier. The same goes for smart homes—they’re there to help, and when they work right, they’re indispensable.”
Conclusion: A Strategy That Works
Key Takeaways:
Emotional Subject Lines: Tapping into relatable frustrations generates engagement.
Hybrid Email Approach: Combine a strong primary message with multiple content options to keep users engaged.
Physical Follow-Up: A simple, fun item like a stress-ball remote reinforces your brand in a memorable way.
Personalization: Make each interaction feel personal and thoughtful, from a handwritten note to continued follow-up.
By addressing client frustrations head-on and following up with something tangible and memorable, you can build deeper connections and loyalty. After all, nothing beats the comfort of a smart home—and nothing beats a company that understands and helps navigate the journey.
Rob Skuba
Lantern Room Marketing
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