Background: Several Toughbook CF-H2 model tablet computers had been sitting on the company's shelves for over a year and had generated very little interest. I was tasked with finding a way to get rid of them. To do that, I featured the product in the company's monthly email newsletter, changing the format, which typically consisted of several short-form items, and instead focusing solely on the one product. Leaning into the fact that the market had more or less rejected this product, I made a case for it from the angle that it is an underrated, secret gem that eschewed convention in favor of innovation and utility to the unfortunate detriment of its commercial success.

Results: email open rate of 45%, clickthrough rate of 14.9%, tablets sold out within one month.

Subject: June Newsletter: This Tablet is Criminally Underrated

Body:

Bob Johnson's Computer Stuff, Inc.
June, 2020 Newsletter

Meet Toughbook CF-H2

The powerful, elegant and super rugged tablet that nobody wanted.

Why wasn't this thing a bigger hit? Maybe Panasonic didn't know how to market it. Maybe it reminded people of its predecessor, the overpriced and underpowered CF-H1. Starting at well over $3,000, maybe the H2's asking price was too high.

Maybe its odd, lunchbox shape lent it the appearance of too specialized a tool. Looking at it, you might think, that's an interesting tablet, but I don't recognize it as something that would be used in my line of work.

In fact, the H2 is a versatile workhorse with an impressive feature set that should interest anyone who needs a rugged mobile device.

Once you use it, you'll wonder why all tablets aren't built this way. The ergonomic dome shape on the back, coupled with the rubber strap, allows the H2 to sit comfortably and securely in one hand, freeing up your other hand to interface with the device. No need to balance it on your forearm or wedge it into the nook of your elbow like a clipboard. Integrated into the hand strap are non-skid, angled rubber feet which provide a comfortable viewing angle when the tablet is placed on a desk.

If you do manage to drop it, no big deal. It's a fully-rugged device, every bit as sturdy as Panasonic's toughest laptops and tablets.

Got a lot of peripheral devices? Pop the H2 into its desktop charging cradle ($39.99) and take advantage of VGA, 9-pin serial, Ethernet and three USB ports.

Outside in the elements? The Transflective Plus touchscreen is among the most advanced displays on any Toughbook, with up to 6,000 nits brightness [link removed] for crystal clear readability in direct sunlight. Its tightly sealed construction is IP65 rated for protection against dirt and liquids.

Do your applications need a bit more oomph than a tablet can typically provide? The H2 has a laptop grade Intel i5 processor and runs Windows 10.

In short, the Toughbook CF-H2 is a case study in thoughtful design and engineering. But don't take our word for it. We've recently lowered its starting price to just $199.99 (no, that isn't a typo), making now the perfect time to find out for yourself why the H2 is one of the most underrated devices out there.

Shop Refurbished Toughbook CF-H2 [CTA link removed]