Earlier this year I recieved such a bad marketing email from JD Sports I had to write a post about it. This week I got one from Costa Coffee which is so good, I felt compelled to share this one with you as well, but this time for the right reasons.
Whoever is writing and signing Costa’s emails always do a great job, but this one was worth highlighting.
In this email they are asking us to share our favourite coffee moments, all wrapped up in to a bigger ‘moments’ campaign they are running.
The brilliant part of this is we, as customers, are segmenting ourselves for them.
No expensive customer research conducted by a fancy agency, no intrusive online surveys, no qualitative group sessions and no time consuming field research.
Just one simple email, written to feel like we are sharing our ‘coffee moments’, that has their predefined segments ready for us to lump ourselves in to.
This information, married with purchase behaviour gleaned from my loyalty point card, will be an incredibly powerful tool for their branding, product and customer retention marketing.