Throwback Thursday Email: Disney's Insider
Some brand names are so beloved that their most passionate fans want more of it, as this email shows.
Mailer Name: Disney
Date Emailed: February 9, 2010
Branding strategy is all about identity. Some companies understand and cultivate the expectations the customers have of them. And, in turn, customers make purchasing decisions based on how those brands make them feel. For years, Disney has been a leader in this area.
This email newsletter, Disney Insider, was sent to the company’s most ardent customers. “Celebrate a Disney-filled Valentine's Day!” reads the subject line. When opened, there is a top row of three small content blocks. The first one is a Disney World story submitted by a longtime Disney World traveler. The other two make offers. One is an offer for Disney merchandise, the other is a sweepstakes for Disney Movie Rewards.
The email’s biggest block focuses on the big day, though. “[M]ake this Valentine’s Day a holiday that the entire family can enjoy,” it says. Kids, for example, can make cards based on favorite Disney characters. Another idea: heart-shaped Minnie Mouse polka dot cookies. The story clicks through to a recipe for it.
Another feature covers Disney history and trivia. Also, the company’s archivist answers questions sent in by Disney fans. The bottom blocks of the email link back to some of the same content as the main article. Others link to additional contests and behind-the-scenes videos that keep the customer engaged on the Disney site.
A mix of valuable or helpful content and promotions can keep your brand in front of the customer.