Going through my backlog of emails this week, I came across one of the best email headlines I have ever read:
Win Beer for a Year
For an Australian bloke that offer is like waving a red flag at a bull. So I charged to open it.
The Order of Coopers - Win Beer for a Year Email
The email of course was from Coopers, one of my favourite breweries from back home in Australia, to promote the Order of Coopers.
All you have to do to win the Keys to the Brewery is submit yourself to the Order, recruit 5 buddies for your local chapter, then cross your fingers.
Done.
But the interesting part of the email is that “free beer for a year” is not even the major part of the prize.
The Order of Coopers - Win Beer for a Year Prize Details
According to the email if you win the Keys to the Brewery, Coopers will fly you and 5 mates to Adelaide for a private brewery tour and tasting with a Cooper family member, a couple of hundred dollars worth of official Coopers merchandise and lunch at the Coopers Alehouse.
Awesome right? So why isn’t that the headline?
Because “Win Beer for a Year” has broader appeal, and will encourage any red-blooded Australian male to open the email, the first challenge in any direct marketing effort.
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That headline would’ve prompted me to open the e-mail, too. And the realization it was Coopers advertising would’ve made me read the whole thing and register… But the trip to Adelaide is almost too much – meeting a Cooper could be cool, but Adelaide wasn’t my favourie place on earth 😉
I think you are right Stephan, if the headline was “Win a trip to Adelaide” I wouldn’t rush to open the email
You couldn’t be more on the level