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?”:


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 the landing page:


When they visit this page a cookie is set. That way if the visitor returns to email and clicks on some other state the site recognizes the cookie and prevents the 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 105 Rt 101A, Unit 18 Amherst, NH 03031 DIRECT: (888) 337-2515 (603) 577-8854 (888) 253-0777

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

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