It snowed pretty heavy in the Mid-North East last week. It’s been snowing in other places around the US as well.
What does this have to do with email marketing? Well a snow storm (or any other occasion) is a great opportunity to email your customers or email CERTAIN customers with special deals, offers or a message related to what’s happening at the moment.
This is another reason why it’s SO VERY IMPORTANT to segment your customers and profile them. If your email provider does not enable you to do this, switch. Campaigner’s Wendy Lowe spoke about “Turning Prospects into Profitable Customers” here.
Clickz writer Jeanne Jennings gives an example of several companies who did this on the occasion of the recent snow storm.
She writes My favorite example comes from a restaurant in my neighborhood, Mie n Yu (see the e-mail below). It offered a 2 percent discount off your bill for every inch of snow. There are many restaurants in my neighborhood, so the big question is usually “what’s open” – not only did this e-mail let us know the restaurant would be there, it offered us an incentive for making the trek. Added bonus – this e-mail had viral appeal. A friend forwarded it to me, and although I was not able to join them, they got a group together, had a great time – and got 14 percent off their tab.