(Full disclosure: Yes, Rentvillas is a past client, but, no, we’re not to be credited here. Kevin Pidduck and his fine team executed this email strategy. Smart marketers will look past their tactics to the principles at work… )
Josh Bernoff of Forrester Research gushes over Rentvillas.com’s latest email to him, remarking at how it succeeded at tapping into his emotional right-brain:
“…this marketing email actually managed to stimulate the nostalgia I had for that trip, and generating an emotion like that from an email is just spectacular.”
He struck up a conversation with Nikki Hootman, author of the email, and she gave an insightful tidbit for all email marketers out there:
“The interesting thing is that we actually tried a much more “professional” looking format with a very nice visual element… but we discovered that people treated it like a mass mailer you might get from Amazon.com or another huge company. When we just use plain text and a photo or two, people consider it much more personal.”
Transparent. Real. Surprised Broca.
Great Job, Nikki!!