Yesterday, we looked at the L. L. Bean newsletter for pointers on one way to stay in touch with customers. Today, we examine the monthly e-mailed newsletter from a teadog.com, small online retailer that sells, yep, tea and tea accessories.
Whereas the L. L. Bean newsletter really is advertising, the Teadog newsletter features articles about tea plus a monthly contest. Here are the main elements:
1. Right up at the top where readers cannot miss it, Teadog offers customers the chance to unsubscribe.
2. In every newsletter, Teadog invites customers to enter a contest –winners typically get a box of the tea of their choice — by simply sending an e-mail to an address that is provided. It is a simple way to thank customers for their business.
3. In one recent Teadog newsletter, there were three stories, each teased with a paragraph in the one-page newsletter and a place to click for further reading.
4. An article about green tea offered readers the opportunity click to “Find Out More About Caffeine and Tea.”
5. A paragraph about chocolate tea gave readers the option of clicking to “Get the Recipe for Chocolate Tea.”
6. The final article about making a perfect cup of tea encouraged readers to click to “Learn how the BBC Makes the Perfect Cup of Tea.”
7. Down the lefthand side of the page, there was an offer to buy a particular kind of tea and get a tea bag holder for free; there were links to the articles mentioned above; and there was a link where readers could find out who had won previous contests.
All in all, it is a lighthearted and informative newsletter sure to grab the interest of a serious tea drinker. And, I am sure Teadog hopes, it reminds customers to think of Teadog when it’s time to buy more tea.