Delivered: Cruise Line Emails
Norwegian Cruise Lines' email draws in recipients with a plethora of alluring photos and clearly visible pricing. The email is light on text, so as not to distract from the appeal of the imagery.Contact information is bold and clear, as is a call-to-action. The email content is robust in that it shows the breadth of Norwegian's destinations, highlighting trips to warm climates like the Caribbean, Hawaii, and Bermuda, as well as cold destinations such as Glacier Bay and Alaska.
Holland America Line stays afloat with its email. The email not only highlights trips to each continent, it also boasts bonus offers to certain destinations—up to $300 in onboard credits, 50% reduced deposit, a free hotel stay with the purchase of a suite, among others. The photos are enticing enough to make even the biggest workaholic contemplate a vacation, and the low prices are displayed prominently enough to make Ebenezer Scrooge open his wallet.
Although personalized, Royal Caribbean's email misses the target. As a communication to a prospective customer the lone offer leaves much to be desired; why not have multiple deals in the email for a better chance of attracting an unfamiliar customer? The email's heavy use of purple detracts from the potential impact of the message. However, Royal Caribbean did stay the course with a link to a video for more information and compelling call-to-action.
American Cruise Lines' email sails slightly off the mark. It emphasizes an offer for two complimentary nights aboard the Queen of the West, which is enticing but may ultimately disappoint recipients who have to dig into the fine print to learn that the free nights come with the purchase of a weeklong cruise. Additionally, instead of crowding its email with multiple offers, ACL encourages recipients to click through to view its brochure and other deals on its website.