E-mail marketing che funziona: un esempio

Dal blog The Groundswell (ex Charlene Li’s Blog) segnalo il post di Josh Bernoff dal titolo “The best e-mail marketing I ever got”. E’ un elogio al modo in cui Rentvillas.com, un sito specializzato nell’affitto di ville in Europa a turisti americani, cerca di mantenere la relazione con i clienti invitandoli a tornare. Il concetto è bene illustrato da Nikki Hootman di Rentvillas:“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.”. Oggi le newsletter o la struttura dell’e-mail marketing è in effetti troppo standardizzata, sembrano tutte uguali e quindi destinate al cestino. Forse sarebbe meglio ridurre la frequenza ed aumentare il tocco “umano”, riscoprendo la forza ed il potere di una mail più artigianale ma ricca di contenuti e di attenzioni. Inoltre sforzarsi di parlare al cliente con la propria voce anzichè standardizzare tutto viene percepito come segnale di grande attenzione e trasparenza. Nel caso di Rentvillas il gioco è evocare le sensazioni del vivere in posti assolutamente straordinari, puntando a creare nostalgia della vacanza.
Altra cosa che mi colpisce: nella mail che vi riporto per intero qui sotto i posti descritti con tanta passione sono tutti in Italia! Che gestiate un villaggio, un hotel o un agriturismo considerate l’ipotesi di trattare il cliente come nella mail qui sotto.

From: Rentvillas.com
To: Josh Bernoff
Re: Rentvillas.com — My lunch hour crisis

Joshua,

As I wander through the picturesque main street of tiny Castellina-in-Chianti, I find myself a bit dismayed. It’s 2 PM, and I’m famished. In America this wouldn’t be a problem, but here in Italy I’m faced with empty streets and closed doors. That’s right: lunch is over, and everyone is fast asleep.

Where was I at noon? I was photographing Podere Cristina, the most family-friendly accommodation I’ve ever seen. Younger guests are welcome to play with the outdoor toys and splash in the pool, while adults will appreciate the window screens (rare in Italy) and terrace views. Everyone who visits raves, which is why I was assigned to bring back some better shots. Check out Earth, Air, Fire, and Water– believe it or not, there’s still some availability for this year.

Podere Cristina – Fire

Back to Castellina. Eureka! At a corner grocer’s, I find an open door. The proprietor, a middle-aged woman with a farmer’s rough hands, takes pity and puts together a crude Panini. I point to some olives bigger than my eyeballs and she adds them to my bag. I take my “American” lunch hour on a bench in the sun, grinning as an old Italian gentleman ambles by and, seeing my impromptu picnic, laughs. So what if I’m stuck on American time? I’m still having fun!

After lunch, I realize that the directions to my next destination didn’t make it into my bag. So I start driving. Four kilometers out of Castellina, a sign flashes by. Is that what I think it is? I pull over and turn around. Hallelujah! It is! Lago Antico, a brand new addition to our catalogue, is a cluster of medieval-era buildings– complete with two-foot-thick walls, pigeon-hole windows, quirky corners, and a subterranean barrel-ceiling wine cellar. Here, the view is unique: forested mountains, completely untouched, extend as far as the eye can see.

That evening, I sit in the rustic kitchen of Lago Antico Uno, chatting with the manager as Stefano (a local chef) prepares one of the best meals I’ll ever eat, using award-winning organic olive oil made right outside. Turns out he’s not just a culinary genius; he’s a pacifist too: several wasps have managed to sneak in, and one by one he captures them and frees them outside.

In spite of my lunch-hour crisis, this is one of the most satisfying days of my trip. The icing on the cake comes the next morning, when I wake up and peer outside. Dawn is just breaking, illuminating mountaintops and casting a pink glow on the mist-enshrouded valleys below. The world is silent. Bellissimo.

Until next time,

Nikki Hootman
Writer/Editor, Rentvillas.com

P.S. Here are a few more properties you might want to check out if you’re still looking for availability this year:
– Our favorite apartment in Florence
– A fully equipped villa for family or friends, south of Siena
– An Italian lakes villa with a picturesque terrace
– Lemon-scented sea views at this Amalfi Coast villa

P.P.S. If you’d prefer not to receive any future communications from me, please un-subscribe [link deleted].

Rentvillas.com
700 East Main Street
Ventura, CA 93001