I buy almost everything online. Books, clothes, light bulbs, earplugs, shirts, everything. More often than not the subsequent emails – when I forget to check whatever box is required to opt out of “valuable offers” – are too frequent and almost never of value.
But yesterday I ordered a Road ID, one of those useful bracelets that cyclists wear in anticipation of the inevitable crash that might leave you just a little too dizzy to tell those first responders who to call. It includes your name, address, contacts, etc. I do actually recommend you wear one if you cycle solo and especially if you commute in traffic.
Anyway, today I got the simplest email. Titled “Road ID – Tell a Friend Coupon,” it revealed in the subject line exactly what it was. The note thanked me, complimented me on my intelligence, and offered me 20 $1.00 discount coupons for any of my friends or followers, which I can distribute simply by giving them this code: ThanksEdward6560457. (Redeemable here.)
It went on to do the most obvious thing that any brand can do in an age of effortless digital sharing: the email asked me to spread the word. It even offered me a cut and paste tweet, complete with a link and the above code along with a gentle suggestion to talk to my kids if I were still among Twitter’s yet to be initiated.
Finally, and perhaps most impressive, instead of being sent by some robot whose address is No Reply, this note came from a real live person — company founder Edward Wimmer — to whom I could actually respond.
I’m not in the habit of promoting other people’s products without getting paid significant retainer fees, but I figured that in this case I’d make an exception in hopes that a little shout out for Road ID might encourage them to keep up their respectful and useful marketing efforts and perhaps get others to do the same.
Plus I think that cyclists should wear one. Along with a helmet.
What do you think? Do you see more bad examples of email marketing? Or can you share other great ones?