Write this email now, insert the photo later, hit send.
Gregg Blanchard /
In the last week my feed has gone from glorious fall leaves to even gloriouser (totally a word) shots of the first guns being fired up at resorts like Killington, Keystone, Arapahoe Basin, and Loveland.
Speaking of Loveland, they did something that every resort should take note of. It’s dead simple, and something you can prepare right now.
But most of all it’s brilliant because this time of year we’re still trying to wake some folks in our audience out of their summer slumber and getting them thinking about products before prices go up and inventory sells out or they spend that money on sneakers during Black Friday.
The Email
So what did they do? They sent this email with the subject line:
Snowmaking Has Started for the 2022/23 Season!
And preview text (in this case, visible above the logo):
Winter is in the air and our Snow guns are on! Get stoked for the 22/23 season!
In the absence of a snowstorm that places flakes directly in folks’ backyards, snowmaking has a way of awaking that winter-loving side of casual skiers in a way few things can.
So Loveland led with that and follow it up with all those products they want to get more eyeballs on before it’s too late.
Prepared
And the best part is that Loveland could have had this ready days or weeks ago. The copy could have been written, the links inserted, the template tested, everything. All they had to do was add a photo and hit send.
You’re likely going to start snowmaking soon. If you have some stuff you’d also like to push before winter begins in earnest and you have a few minutes to spare between now and then?
Well, this isn’t a bad way to use them. Nice work, Loveland.