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Relevance, Timeliness, and Value Are the Hat Trick of Email Marketing Success

Relevance, Timeliness, and Value Are the Hat Trick of Email Marketing Success

I get hundreds of emails in my inbox everyday. Chances are you are probably in the same boat. While I try to read them all, most days it simply doesn’t happen. ┬áLet’s be honest. Who wants to spend their day reading and filing emails, a task that could easily be a full-time job in itself.

Very few emails make me sit back and take notice so when I do come across one of those that knocked the ball out of the park, or in this case, soared past the goalie into the net, I like to share them.

The Backstory
I was in Detroit last week during the Stanley Cup playoffs to visit family, meet with some clients, and of course cheer on the Wings. On the first night I was there I ordered some food online from Pei Wei and in the process signed up for an account which included giving them my email address.

A few days later the Red Wings came back from a 3-0 series deficit to force a Game 7 (aka do-or-die). Detroit was buzzing with excitement and everyone was making plans on where they would be watching the game and what they would do for dinner that night. At 10:02 AM on game day I got this email from Pei Wei (shown below).

The Email

Pei Wei Email Marketing

Why It Rocked

While I don’t have the exact numbers from the email campaign, I am willing to bet my favorite Wings jersey that it was quite a hit. It was successful for the following reasons.

  • Timely: The email came the morning of Game 7 which gave people who were on the fence for where to get food a chance to order. People could only take advantage of this special offer on this specific date, which also encouraged redemption.
  • Relevant: The Pei Wei marketing team most likely segmented out their list and selected those people who had ordered recently from a Metro Detroit area restaurant and sent this email to them. The email headline, “Detroit Hockey Fans – Get 20% Off Online Take Away Tonight!” was relevant, catchy, and included the offer. The email itself was nicely branded with the Pei Wei visuals but also included a hockey stick and puck to go along with the overall theme.
  • Value: In this case the value Pei Wei provided came in the form of a discount. The 20% discount was significant enough to get people to take action, me included. For a restaurant that doesn’t typically offer discounts this was a welcome surprise for fans. Their promo code “HOCKEY” also was brilliant and relevant.

You can learn a lot from this email from Pei Wei. It’s a good reminder to stop and consider are your eblasts relevant? Timely? Are you providing value? Or will your email simply be just “another email” in your readers in box?


About the author / Jillian Koeneman

Juiced about social media & digital. Entrepreneur. Founder @freshlimemktg | Connector. #MSU Alum. #Detroit native. Dog lover.

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