This email by Airbnb proves ONE cardinal principle of email marketing — the promise of money is the ultimate attention magnet.
That means: Anyone who offers us money for free (or a good deal that either makes or saves us a lot of money) always gets our attention.
Seriously, it’s true.
Don’t believe me?
Send an email to your list telling them that you are going to give $10 to every person who replies to it.
And watch your inbox flood with replies!
That said, if you really want to make it work and build your brand at the same time, I would suggest making the offer BIG! (Just like Airbnb did.)
In an almost 75px headline, they are reinforcing the number “$10,000,000” instantly catching your attention.
The usage of the image right under the headline deserves a mention. That’s a yellow submarine retreat that Keith and Jen sired in Marton, New Zealand.
Right among trees, an open field, and river access at the end of the muddy road.
The image of this nautical oasis definitely gets someone asking, “What the heck is this?”
(IMO it could have been a lot better with a quirky caption though.)
Then there’s the subhead “100 people will receive $100k” that plays on the scarcity factor, limiting the offer to only a hundred people.
And telling you again that a single person will get $100k for their jaw-dropping idea.
Reminding you that this is BIG.
One last thing that I would like to mention.
Look at the background color: white. White signifies honesty, transparency, and cleanliness. In fact, these very virtues seem to ooze from this email, isn’t it?
I would not consider this spam but rather a legit offer from a reputable brand. Very important when you are talking about big sums of money.
That’s it for now.