The Wonderful World of Disney Email
When it comes to having material to craft engaging emails, some marketers have it easier than others. One such example is the various branches of the Disney family.
Still, even though they have it easy cheesy, it’s hard not to be impressed by the way the House of Mouse squeaks through the inbox clutter.
Because (a) I have two young children and (b) I’m planning a trip to Orlando, I get a lot of email from many facets of the Disney Kingdom. Those from the vacation planning corners of the realm tend to have pretty straightforward subject lines, usually customized to invite the Viveiros Family for a visit and plugging the current special offers.
While I do still think they should go with more nondescript fulfillment packaging to avoid spoiling surprises before the shipping boxes are opened, the Disney Store’s subject lines often go a long way towards getting their emails opened, even if I’m not currently in the market for Mickey swag.
One subject line invited the recipient to “Get Some “Me” Time: Save on Customized Watches Thru Monday.” Would I normally buy the kids a personalized watch? Probably not, but this got me to take a look. Likewise, the “Fun Has Your Name on It: Free Personalization” subject line had the same effect
