This email from Radisson Edwardian Hotels achieved stand out in my email preview pane and compelled me to open the mail.
The subject title was 'weekend breaks down to fine art' which attracted my interest. The preview pane (show here) was simple but effective. The combination of the headline 'Take tea with Van Gogh' alongside one of his pictures drew me into the copy.
The copy, warm in tone, concisely outlined that I could enjoy a complimentary afternoon tea whilst looking at a free guidebook to the National Gallery or the Victoria & Albert Museum when taking a weekend break in one of their London hotels.
I assume that Radissons's web marketing strategy for this email was to attract target prospects to their website. It did the job. It captured my attention, compelled me to read the offer thorough the combination of copy, image and space.
The landing page followed the theme with a headline 'Love your weekend. Love art.' I have saved the email in my list of potential things to do and Radisson are now on my shortlist of London hotels that I would consider using.
Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.
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