Email marketing is always about having your client feel like they are special.Some say email personalization is the key, that getting in a one2one relationship through personalized content is the one and only key to make your subscribers feel special.
I do believe that sending targeted offers with personalized content is a great way to hook your clients, but I just received a campaign making me believe that you can still send bulk email to people and still trigger a positive reaction through a little bit of humor and wit.
The email campaign I just received (on the left right here - you can click to enlarge) from Eurostar's frequent traveler program is just a great example of all this.
For all you non french speaking people reading these lines, I will translate the funny/interesting things in this email:
The campaign is presented as some kind of undercover/special agent briefing:
The newsletter is not called the December Newsletter but the December briefing
The email starts with a "confidential data" kind of disclaimer.
The offers are introduced by a quick text saying: "do not tell your friends about these dedicated offers or just to piss them off".
The footer is also special:
The traditional unsubscribe link says: To say "no thank you" to our emails, click here
The disclaimer: Our confidentiality agreement is no secret for anyone, you can read it here
I really like the last one as well: If you can't live without our newsletter, please add the_sender@ddress.com to your contact list before some zealous postmaster condemns our newsletter to the endless flames of the spam filter.
At the end of the newsletter, believe it or not, I kind of felt special :)
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