We are entering a world where every for profit and non-profit entity could conceivably and justifiably have an email marketing program. Gone are the days where only the big brands are present in email marketing. Today Enterprise, Mid-Market, and Small Business entities are present. What is also interesting is that not only are smaller companies having a presence in the email channel, but they are also starting to use some of the same best practices that larger entities have utilized for years.

 

A great example of a small business doing it right is Kitchen Kaboodle. They are a locally owned retailer of cookware, kitchenware, dinnerware, furniture and accessories for the home. They have a small website that allows purchasing online and five neighborhood stores. As a subscriber to their email program, I've received an every week promotional campaign for several years.

 

This week things changed.

 

I received a great email with the subject line: "We hate to say goodbye..." The email was intended to grab my attention - which it did - but more importantly, they were introducing a new "Insider" program for all subscribers; especially those that have been inactive like me. Yes, I admit to being over-whelmed by email and not opening or clicking on their emails regularly. Thus, I'm sure, the reason I received the "Dear John" email.

 

Suffice it to say, I clicked through and am now happily a part of the "Kaboodle Insider" group; even yesterday I received my first "Insider-only savings" (10% off). Now granted, this offer would have likely been extended to everyone -- Insider or not -- prior to the program being re-branded; however, Kitchen Kaboodle was able to reinvigorate a somewhat stale program with this straightforward and *smart* marketing tactic.

 

To recap, Kitchen Kaboodle successfully:

* Re-branded their email program to play up its exclusivity ('Insider')

* Re-activated a dormant population (me!) and removed assumingly many non-responders

What's your favorite small business email marketing program?