I was on my computer, burning the midnight oil to get this edition to press, when I received a message that was rather unexpected. It was from Erica Hughes, the owner of Get Dressed, one of my favourite fashion boutiques. She wanted to wish me and many other faithful clients a Happy New Year. She went on to say that, from talking to us, she realised that getting in shape, living healthier and possibly even losing a few extra pounds was a priority for 2006. So she contacted her personal trainer who then agreed to give us all a proper start to our new fitness regimes. Erica therefore attached to her email some information on Fitness Science, her trainer’s company. She then ended her note with "Warm Regards".
The attachment was actually a promotional piece that highlighted Fitness Science’s philosophy, experience and services, while offering Get Dressed clients an attractive deal. Anyone who spent just under £150 (¤219) in the boutique during the months of January and February would receive a complimentary gift certificate for Fitness Science with a retail value of over £150.
Erica’s Email marketing stunt was a clever one on many levels.
First, it established a certain intimacy between her brand and customers—you couldn’t tell how many people had received the message and the wording of it allowed you to assume that you were part of an exclusive group of customers. Second, her recalling personal conversations about something other than fashion only reinforced the sentiment that she might not consider you a mere paying customer, but a casual acquaintance at the very least.
Finally, she shared an invaluable resource with her clientele, the key to looking and feeling better.
Of course, the intent was to sell more outfits and accessories at a time when consumers had had their fill with shopping. But Erica’s approach is a good example of how to make a connection with consumers first before inviting them to spend their hard-earned money.