Bronto Blog

As someone who spends a large majority of my waking hours staring at a computer screen, I see my fair share of email marketing campaigns from a wide variety of sources Some are pretty good, some are mediocre, and some are just downright bad. But occasionally, I see one so well executed that it puts others to shame. This is the story of one such campaign.

About a month ago, I received an email newsletter from one of my favorite recording artists outlining the details of their upcoming CD. As you might expect, there was a link to pre-order the new CD.

However, in addition to the CD, you would also receive a super-exclusive limited edition live CD, all for the low low price of $12. That’s a great price any day, and I’m always a sucker for so-called free exclusive CDs. To sweeten the deal, shipping was free. Needless to say, I fell victim to their marketing ploy and immediately placed my order.

Fast forward a month. The CD was due to be released this Tuesday. Given the fact that this particular recording artist isn’t terribly well-known and isn’t on a major label, I fully expected to receive my package of sweet musical goodness weeks after its release to the general public.

After making my way home from Bronto HQ this Monday, I opened my mailbox to find the aforementioned bundle of goodies — the day before it was released in stores. In addition to the new CD and the super-exclusive limited edition live CD, they also included an extra copy of the CD liner notes personally autographed by the band. (Nice touch!)

If this is the way they treat their fans (and customers), I’ll definitely be ordering from them again.

Here’s the takeaway: It’s great that you can put together a good email marketing campaign with a compelling offer. However, don’t stop there. Follow through with fulfilling the order. Add a special personal touch. Don’t do the bare minimum to meet the expectations of your customer. Take things to the next level and really blow them away. If you do that, you’ve just won a customer for life.