A few weeks ago I got an email and the subject line was “I’m feeling VERY guilty”. I immediately opened it because how could I not after seeing that subject line? It was an email from a wine membership subscription that I kinda forgot I signed up for. Each month they deduct $40 from my bank account, and when I accrue enough membership money, I can go on to their website and select the wines I want to be shipped right to my door.
Here’s what the email said:
I know email marketing automation, and I’m 100% sure this email was part of an autoresponder series that gets sent to their members who haven’t been active on the Naked Wines membership site. But instead of giving me some stuffy canned response and sending another email that would likely end up in my trash, they raised the bar for autoresponder email content and ultimately brought back a customer who would’ve likely canceled their membership.
I immediately emailed Jared back, and I congratulated him on sending one of the best, most personal and engaging reminder emails I’ve ever received. I told him I’m a busy mamapreneur who doesn’t have time to (crazy as it sounds!) order my wine and have it directly shipped to my house, and that I’d be delighted if he could make selections for me.
What I loved about this email:
- Jared talked to me like I’m a real person (because, well…I am.). Even if this was created as an autoresponder, I wouldn’t have known it because of conversational tone & real-life language he used throughout the email.
- He didn’t make ME feel guilty for being too busy to use my membership (Remember that subject line? Excellent reverse psychology there.)
- The paragraphs are short and easy to read. The important stuff is bolded in the text. This seriously looks like an email I’d send to my best friend.
- He proposed an easy solution to give me what I already paid for, and he guaranteed the hand-picked selections. All I had to do was hit reply and say “Yes please”.
- He did all the work and over-delivered! My hand-picked wine selection was on my doorstep in 1 business day.
- He offered a non-pushy up-sell in the PS – I didn’t feel pressured to spend more money.
It’s really easy for us to get stuck in robot writing mode when we have to create those “transactional”emails for our online products and programs. We forget that there is actually a real person reading it on the other end. Take another look at Jared’s email, and try to use this conversational approach when you’re writing your next autoresponder or reminder email. I bet the results will surprise and delight you and your customer.