A group of Account Managers headed out to a local pizza joint for lunch recently. Thursdays are their 2 “signature” slices and a drink special, so it’s a good deal we can’t pass up. But, that’s not the point of this post.
The point is to highlight some great and not so great offline email address collection. If your business is a retail establishment or a restaurant, take a look at the picture. This was a 4-foot sign next to the door as you were headed out of the restaurant. These folks are doing a great job advertising their email marketing. What exactly works here?
- V.I.P. Club – People love to feel important and we’ve found that exclusivity complements email marketing perfectly. With some personalization, you can make folks feel like an email was sent only to them, and at the core, it actually is being sent just to them.
- Value – Their entire message relays value and explains why you want to be on their list. Whether it’s a free meal (more info below) or members only awards (more exclusivity), they make a compelling case that you really need to sign up.
- Free Meal on Your Birthday – This is a great way to get someone (and their co-workers in the case of our little group) to come into your establishment. The goal isn’t to give away the free meal but to build up the customer’s loyalty and have them spend more money at your restaurant.
- Monthly Coupons - Who doesn’t love coupons? Why pay full price when there’s a coupon available? In these troubled economic times, digital coupon usage has soared. Customers clearly use them. Wouldn’t you prefer they spend their money with you instead of a competitor?
- Expectation Setting - Not only do they have all of these great reasons to sign up, but they also set an expectation that they won’t send you too many e-mails. You know they mean it because they used 4 exclamation points. Joking aside, it’s a great way to tell your customers that you’re going to be responsible if you’re granted the permission and privilege to send to them. Having that age restriction further demonstrates that responsibility.
- Visibility - This was a huge sign right next to the door. We just had a satisfying meal and we got hit with a huge visual. You can’t miss it. They positioned it perfectly.
So, all this is good stuff, but there’s one terrible failure and it negates everything I mentioned above. Look closely at the table and you’ll see an empty box that had their sign-up forms right next to the empty cup that presumably holds pens. Five of us that are in the email marketing business (and are on hundreds and hundreds of email lists) walked out without signing up because this place couldn’t keep their form and pens stocked. It’s a shame because we all love their pizza, with the notable exception of our co-worker that got a plain turkey sub with lettuce.