Windstar’s Email Lets Copy Do the Selling
Sometimes you want to provide just enough of a tease in a subject line to get the email opened. Then again, you can spill the beans on your offer without waiting.
Mailer Name: Windstar Cruises
Date Emailed: January 12, 2016
The offer is right there in the subject line: “Cruise the Mediterranean and save up to 71% plus 2 FREE Hotel Nights.” Judging by what the luxury cruise line usually sends out, this is a practice that works. To drive the point home, it’s repeated in the pre-header text and in a semi-transparent box overlaying the top image of the email.
But then some introductory copy changes the mood: “After relaxing on the ship decks, you’ll explore the breathtaking sights at unique ports …”
After mentioning the offer again and making a call to action, three travel possibilities are highlighted. Each includes a large photo, base pricing, potential savings, length of trip, and a paragraph of flowery language (e.g., “Sip a glass of sherry and explore golden beaches …”) Links click through to the website for more information and a price quote.
Another block asks and answers “Why Windstar?”, giving the prospect three reasons to travel with them. And, to further build trust, the bottom of the email includes logos showing that the cruise line was honored in 2015 with awards from two of the leading travel media companies in the country. This, by the way, is a common practice in travel company email.
Putting the offer in the subject line, while carefully using it in the email’s body, leaves room for the rest of the copy to shine.