YMT’s Email Puts the Accent on Adventure
You may experience some anxiety when considering foreign travel, a feeling which this email tries to dispel.
Mailer Name: YMT Vacations
Date Emailed: August 29, 2016
In 2017, YMT Vacations celebrates 50 years of providing discounted vacation packages to familiar destinations around the world. But with this email, it appeals to the traveler who craves something different. The subject line teases: “White sandy beaches, salsa dancing, vintage cars...guess the destination!” The answer is Cuba. Following the normalization of relations with the communist-ruled nation, more tours became possible.
A single image dominates the top of the email. In vivid color, the foreground shows the 50s era cars common in Cuba, as well as palm and ceiba trees. In the background, El Capitolio, the former National Capitol Building, looms. A $200 per couple discount appears at the bottom of the photo.
The paragraph below advises the traveler to “explore Cuba with us before it changes forever.” But rather than worry, “ease your mind of any stress in planning,” it says. Their tour directors will help provide “an educational and informative experience … and FUN!”
Six short bullet points list the highlights of the trip, such as “Sample authentic Cuban cuisine.” Next, a group of photos shows some of those highlights. Then, a price comes next, and another set of bullet points details what’s included. Finally, a call to action button sends a request to the company for a call from a representative.
By the way, at the bottom of the email, a line of copy informs the traveler that YMT’s Cuba travel complies with U.S. law.
A little reassurance goes a long way in easing people’s fears about making a major commitment of time and money.