Using Email for Word-of-mouth Marketing

Word-of-mouth marketing is so powerful.  But it’s hard to get right.

Here is an idea I thought up:

DANAT is a gourmet chocolate manufacturer (not a real company).  Their fans absolutely love them but only 0.005% of chocolate lovers in the US even know of DANAT.  DANAT could spend on spray and pray marketing but they want to use their marketing dollars wisely.  DANAT wants to reach friends of DANAT fans.

So they send their super fans an email with an interactive map.  The teaser copy reads, “Can you think of 1 close friend who would love DANAT?  Where does this friend live?”:

DANAT_Map

The reader feels compelled to interact with the map (all humans feel compelled to interact with interactive maps).  Picking a state takes them to a landing page.  For the sake of argument assume they click Michigan.  This is what they’ll see on landing page:

DANAT_LP_Message

When they visit this page a cookie is set.  That way if visitor returns to email and clicks on some other state the site recognizes the cookie and prevents user from making an alternate selection.

2 thoughts on “Using Email for Word-of-mouth Marketing

  1. Rishi, My mailbox fills up every day with junk newsletters, advice, and solicitations. Yours is the only one I ALWAYS stop at, put aside whatever I’m doing, and read thoroughly.

    Thank you! Mark C. Robinson HandicappedPets.com 105 Rt 101A, Unit 18 Amherst, NH 03031 DIRECT: (888) 337-2515 (603) 577-8854 (888) 253-0777

    At HandicappedPets.com, we believe that our aging, disabled, and injured pets are family and deserve to live happy healthy lives

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s