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I receceived the email below from Peet’s this week with the subject line, “Thank you for being a customer.” (You can see a full-size version of it here.)
I was impressed with this email. It provides strong reasons to buy Peet’s coffee while making a genuine connection with customers during “difficult economic times.” I had two reactions to it. First, Peet’s can offer me an affordable luxury without the guilt. And, second, there are ways to manage my order to save money on shipping. Nice job, Peet’s! (Is there anyone from Peet’s that could share the results of this email?)
If you’ve seen other good examples of retail messages or promotions that connect with customers, please share them (and the results, too, if possible) with the rest of the Shop.org community on this blog.
2 Comments
Couple of other call outs I’d add to Scott’s affordable luxury call out:
- Building on Scott’s point, Pete’s uses a highly topical issue (the economy) to draw people into what is generally the no-no of a very text heavy e-mail. That lets them not only make the point Scott highlights, but to cover two additional topics while they are at it:
- Nicely taps into green/enviro friendly messaging which is another consumer hot button.
- Both directly and in the tip on making Pete’s even more affordable, the e-mail addresses what is a logical potential customer objection (and/or in-market competitve issue) of freshness of the beans/coffee: “never fear, even though we are shipping this to you, it will be as good as if you buy it around the corner and it will stay that way for weeks after it arrives.”
So Brian Platter of Pete’s: how did it do? Also love to hear if the text was crafted by art or by science? In other words, did Pete’s arrive at the hot buttons and objectives the e-mail calls out by gut or did customer research pont the way?
My husband works for Peets and one thing is for certain: He is an ‘advocate’ for customers and always has been. Peets works very hard to provide a fresh product, well trained, knowledgeable employee, and they are good to those who work for them. It’s a good outfit and definately a cut above others. I’m proud of my husband for his choice of employer and for the job he does. he respects his boss and he likes those he services.