I was at the checkout at Country Road last week.
Before I paid, they asked if I’d sign up for the “Country Road club.”
As you might guess, normally I’m a default “no” for these things. They must have seen that coming though – said I’d get $35 on my account and I can spend it online.
So I sign up. First name, email address. They’re fast.
A day later, chuffed with my new outfit, an email drops in.
A “welcome” email: introduces the company and culture, and their values. Also has some nice aerial photos of parts of Australia. Not bad.
Day after that, another email. This time a feedback survey. Delete, but I stay on the list…
Next day, another email. This time they take me inside Joost Bakker’s greenhouse with a long form article. They talk about his future food system and zero-waste approach to living. Cool.
Now, I’m getting daily email from these guys, and, they’re trying to sell something most days. I’m strangely OK with it.
Why?
Country Road made a key move with their email marketing – they understood that it’s not about them, it’s about me – the customer.
From the beginning, they were clear on who they were for, the world views of their audience, and our belief systems.
And once they were clear on this, they got to work to create interesting conversations.
When we can tell that you “get” us, we like getting your stuff, and we actually like being sold to.
More empathy opens the door for more marketing, more sales, and more change for whatever business you’re in.
Are you sending regular emails or newsletters to the people you work with?
