Valentine’s day is behind us and it’s time for a review. It always makes me smile when the email marketers try to capture the true spirit of a theme. Let’s see some favorites from the inbox.
A mysterious message
In the valentines tradition people would often send a card without the name of the sender. But with some clues to whom it might be. Normally it’s a rule of thumb in email marketing to make your message as clear as possible. But rules are there to be broken. A bit of mystery can add spice to your (email) relationship. And while your emailing should not be confusing, holding out some information can be the trigger to click-through success. The Dutch Bovag does it in a somewhat different way. Via a mini-site you can send your own valentines messages to your loved ones. The name of Bovag is nowhere to be found only in the disclaimer. Mysterious!
The perfect match
A good match in interests and way of life is important for a great relationship. A brand must understand that their emailings should be in line with their brand image. The Dutch PGGM (www.pggm.nl) does a great job of combining the valentines spirit with their financial products by offering a “how do you and your partner match financially” check. Intriguing, too bad they jump to a text-only design on the website, it could have been better.
When hooking on a holiday. it’s always important to stay sympathetic. Although the nice guy doesn’t always get the girl, it makes for a happy and trustworthy brand. When done right, a sympatric message might even lead to some word-of-mouth. The Dutch travel agency Peter Langhout did it well. They made some special butterfly, flower, chocolate and valentine trips. Weatherman Piet Paulusma is used as a brand ambassador and when you look in his eyes, its sympathy (and some laughs) all the way.
Which girl gets the most valentine cards? The attractive one does! An attractive look will help to raise attention and interest. For both possible Valentines (leads) and current relations (customers), spend some time to put some extra care in the emailings, images, look and design. Make your email is sexy and very desirable to click. Or you could just make it hot and steamy (literally), like bjorn borg does. 🙂
Takeaway: Try to capture the spirit of a holiday when doing a hook. Try to get past a flat discount on your own product and get creative.