Gaylord Targets Travelers With Holiday Email
The holiday season provides lots of great reasons to travel, some of which this email highlights.
Mailer Name: Gaylord Hotels
Date Mailed: September 29, 2016
Gaylord currently manages four properties in the United States. Each hotel complex includes an associated convention center as well as other businesses, like shops and restaurants. This effort’s targets included past conference guests who opted in to receive email.
First, it announces a “Christmas Package Sale” in its subject line. The upper right corner of the top block of the HTML promises that the customer can “Save Up to 20% on Christmas Packages.” Clicking on the call to action button or any of the images leads them to the website for more information.
A short paragraph mentions the discount again. It also cautions that the pricing is “for a limited time. Like the note in the email’s header, it gives the customer a deadline.
Next, the block below teases the special holiday “ICE!” attraction at Gaylord’s hotels. Each includes ice slides and sculptures, but with its own theme. A link for each hotel lets the customer go to the website for more details on that specific location.
Finally, even with the special rates and events, some customers may need a little more persuasion. At the bottom of the email, a photo of each hotel links to its main site. This allows the customer to compare the features and offers for each one.
When giving customers a variety of products to choose from, provide as much information on their differences.