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Susan.Calvin

Janet from Kansas knows a thing or two about user experience

It's not often that I get a newsletter from Janet in Kansas, but when I do, she never fails to lift my spirits. I don't know her personally. I brought a vintage sewing pattern from her website once. Janet has a style that's all her own. Her site may look dated, but it works. I've spent hours there choosing patterns. Big brands take note: Janet could teach you a thing or two about engaging your audience.

Subject: Lanetz Living Sewing Patterns 25% off Sale

Hello All,

This newsletter is to announce that once again I am off on a pleasure business trip to Mexico with my husband. He has a very fun and exciting job and I am thrilled that I get to attend this trip with him.

As usual I am running a sale while I am gone. Take 25% off on all orders from now until I return next Tuesday. Sale will end at Midnight (CST) on 5/6/08. Use the coupon discount code "Mexico25". It needs to be entered on the shipping page and as one word. If you try to put a space between Mexico and 25 it will not work. Free shipping with 3 or more will still apply!! woo hoo.

Good news is that the shipping department will still ship out orders while I am gone. Bad news is there will not be any new listings. That is my job as I hand select everything that goes on the website. Thanks for all your business and signing up for this newsletter.

If you wish to unsubscribe just use the link below my signature. You can go to the site now by using this link http://lanetzliving.net/?xtr=mexico

Blessings to all, Janet

The email I got as shopping confirmation was fantastic (her exuberance makes up for the spelling mistakes!)

Woo Hoo! Thanks for your order!!

Your order will ship within 24-48 business hours. I will send you an email to let you know the order was processes and is on its way. If you requested a paypal invoice, PLEASE NOTE: payment must be recieved within 24 hours of receipt.

I delete the pattern pictures pretty quick that sell, to make room for more inventory, so be sure to right click and save to your computers any pics you want for your records.

Blessings from the Wheatfields of Kanas

Published Tuesday, April 29, 2008 10:42 PM by susan.calvin

Comments

 

dean.wilson said:

I did some consultancy for a large technology company (think processors) about 18 months ago looking at the efficacy of their existing newsletter strategy. One of the insights that came out of that was that even if a recipient fails to open, let alone click-through from solicited newsletters the arrival of the mail still has the tendency to keep the sender front of the recipient's mind, worth thinking about if your current focus is on prompting seemingly inactive recipients to unsubscribe.

I occasionally receive an email newsletter from AllJigsawPuzzles.co.uk . I don't use the site regularly, I've ordered from it on one other occasion, but I still subscribed to the newsletter. I think the reason for this is because it stands out from all of the other newsletters I receive. Here are the first two paragraphs from the last mail I received (including typos):

"Thank for suggestions about what to do in the New Forest camping. We had a great time, even in the snow! Lovely area.... would be great to go back on a hot summer day.

What have you been up to? It's hard this time of year with the

weather so unpredictable -  raining one minute and lovely the next. We're trying to get things ready for the new baby due in about 8 weeks. Very exciting but time is ticking (best get as much sleep now while we can!)"

The mails tend to be quite long and take a while to get to the inevitable call to action, but there is something charmingly British about the conversational sales pitch, exemplified by the comments about the weather (which cunningly play on our expectations of being rained in with nothing to watch on telly and looking for a distraction). I rarely read the mails however, but it will be the first site I think of (or recommend) if jigsaws come to mind.

The moral? Give customers a reason to at least expect interesting, different, unusual content in your email communications with them and even if they don’t open your mail you will still have a place in their inbox and perhaps even their affections.

April 30, 2008 11:13 AM
 

susan.calvin said:

Absolutely. I used to get those Jigsaw emails too. They're like a breath of fresh air among so much dull spam!

April 30, 2008 9:44 PM
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