Show people what they want to see

This is one of the best marketing emails I've received in the past few months.

It's all the more surprising that it's from a French half publicly-owned train-line company.

Let me tell you why it's perfect.

It says:

"You've saved €405.64 traveling with your membership"

It's perfect because:

1. My 1-year membership's about to end

2. No one buy these for fun/status—only to save money

3. The renewal is ludicrously cheap (less than 100€ if I remember well) compared to the 405€ saved.

It also makes me think of the new film The Burial.

Young attorney Hal pitches a case to Willie. He throws all sorts of arguments at him to try and convince him to take the case.

Until he says the one thing that matters.

Jump to 24:00 to know what that is.