Foster’s Market of Chapel Hill and Durham, N.C., sent its customers a Valentine’s newsletter that seems both compelling and effective though it does have one unfortunate glitch that hopefully will be fixed soon. The eye-appealing one-page newsletter offers a Valentine’s Day take-out meal for two. It’s a nice idea.
On the page that comes into an e-mail inbox, there is — on the lefthand side of the page — a professional quality photograph of a hand holding, on a napkin, a heart-shaped dessert. It looks tasty. Then, to the right of that, the newsletter spells out the offer: Mixed green salad, choice of main courses, two side dishes, dessert and wine suggestions.
To view the full Valentine’s menu, the reader can click. That’s where the newsletter fails. The menu comes up in a format that is unreadable. Fortunately, Foster’s Web site address is listed, so that an interested customer could click there and make a phone call to get the menu details.
As is always the case with Foster’s newsletters, this one is simple, informative and well designed. In addition to the Valentine’s dinner offer, there also are links to Foster’s online market, catering, what’s new and menu departments as well as an offer to buy chocolates and Sara Foster’s cookbook.
If you already send a customer newsletter, you might do well to copy Foster’s idea and send out a Valentine’s suggestion. If you do not yet have a newsletter, this might be a perfect opportunity to begin.