The other day, I received a "Happy Birthday" email with a special coupon for a percentage off my meal. This happened to be from a restaurant I frequent and so my response was one of excitement. The only problem was...my birthday is not until JULY. They must have made a mistake and I became torn on how to respond. Within a few hours however, I received an apology email from them. They said the birthday coupon was sent in error BUT they believe we should treat everyday as a special celebration of our birth and because I was a special customer, they would like me to use the coupon anytime. I smiled and appreciated this response. So what did this say to me...
First, make your customers feel special. Mention or refer to their past business or loyalty to you. The more specific you can be the better.
Secondly, use personal language. Talk to them as you would an acquantiance or friend. When I receive emails using redundant or professional verbiage considered "boring" I find myself glossing over words and the intent. Be professional, but be real too.
Lastly, offer something you would like to receive yourself. Ask yourself, "Would this offer excite me if I received it?" "Would I want to open this email and utilize this offer?"
A great example for a restaurant would be offering a free dessert of their choice. Afterall, who hasn't ever heard the saying, "I scream, you scream..we all scream for ice cream."
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