The subject line read, "Chew your vitamins, pup."
And the copy read, in part, "We all have needs. That's why we have just the right supplement treats."
None of that was particularly funny. But the funny part came in the "customer profiles" the email highlighted. Each describes a creature matched with hilariously human qualities, and BarkBox then matches those profile qualities with a dietary supplement it sells.
There's neurotic Maris, who seriously needs to chill. Can you feel the alarm in those anxious little button eyes?
BarkBox says she might benefit from treats that contain 9mg of a supplement called Colostrum Calming Complex.
Meet Paula: Organized, efficient, more prepared than a Boy Scout.
Ann Handley is chief content officer of MarketingProfs, author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content, and co-author of the best-selling book on content marketing, Content Rules. Ann co-founded ClickZ.com, one of the first sources of interactive marketing news and commentary.