Checking In at the Hotel Max
September 9, 2009: The Old Bait & Switch
From: HomeAwaySubject Line: $50 Off Special Offer
Date: Wednesday, August 26, 2009
Deemed a vacation rental website, I have had an affinity for HomeAway's copy and inviting imagery. The subject line tells me I have a $50 offer, that's great!
I clicked through and felt tricked by the message in front of me. Assuming they have multiple subscriber lists, I should be on the renter list, not the homeowner list. I scrolled down to see what the lower messaging offered. A continued lack of relevance to me was surprising. While we always want to create subject lines that encourage subscribers to click, this shouldn't be done at the cost of transparency. I'm curious if anyone else got this email or a similar one with this approach. What was your response?
