Two marketing emails from large cinema chains appeared in my inbox during the month of September both of which proved effective, at least for me. Rather than quickly scan them before relegating them to the trash bin, I actually took the rare step of following their calls to action. Maybe you’re wondering what promotional wizardry got me to respond to a marketing email. Or perhaps, you haven’t even made it this far into the story because, much like marketing emails, you stopped reading after the first two sentences.
The first email (shown above) was sent by Regal to members of the circuit’s Crown Club loyalty rewards program. It arrived with the subject line “Free Movie Download With Cloudy 2 Ticket Purchase!” While I had zero intention of seeing “Cloudy 2″, the offer stood out in my mind to such a degree that when my daughters asked if I would take them to see the movie last weekend, I didn’t hesitate to say yes (much to their surprise and joy).
As the lights dimmed and the trailers began I realized the only reason I agreed to see the film at all was due to the promotional offer. Of course, I silently assured myself that it was also to spend time with my daughters and to give them an unexpected treat.
The offer from AMC (shown below) was even better because it didn’t require customers to make a direct purchase. The company sent out an email to members of their Stub’s loyalty program with the subject “Special STAR TREK gift for members only!”. Inside was an exclusive member offer to download the 2009 “Star Trek” film from iTunes as part of a marketing campaign to promote the release of “Star Trek Into Darkness” in the iTunes store.