An Invitation from Ernie

As I pulled the last cookie from the Sandies package, I noticed a small plastic sleeve underneath. “Hmm.. What’s this?” I halfway said out loud.

Ripping open the sleeve, I found a folded tan piece of paper inside addressed “To All Cookie Lovers” with a return address of Ernie Keebler, The Hollow Tree, and a “Treemail” stamp. Intrigued, I unfolded the tri-folded paper to read this message:

Greetings,
Thank you for choosing our cookies. We hope you enjoy every bite!

We’ve recently created a new way to stay in touch with our human friends called “Treemail” messages. We’d love to occasionally share news, recipes, and even ways to save. All you have to do is sign up at Keebler.com.

We make our cookies with care, passion, and Elfin ingenuity. I hope they make your day just a little bit sweeter.

Warmest wishes,
Ernie Keebler

I was impressed. First of all, as a marketer, I appreciated the writing of the message which reflected the elfin personality. It was fun! After all, how many companies can offer “Treemail” messages? Whether you are a kid or an adult, that type of message makes you smile.

Further, the message was written as a personal thank you. Even though this was mass-produced and included in every cookie package, I felt that Ernie was speaking directly to me and truly cared that I enjoyed every bite. Notice that he also took the opportunity to let me know that they made their cookies with “care, passion, and Elfin ingenuity,” which reinforced the persona again.

What impressed me the most, however, was the offer. Ernie wanted me to receive “Treemail” messages or e-mails. In return for giving my e-mail, he told me exactly what I would get and why I should do it. I will get information, news, and recipes. In addition, I could save money. That is a good reason; it’s an excellent answer to “What’s in it for me?”

Not answering that question is the biggest mistake businesses make when asking for e-mails. They don’t give customers a reason to sign up. They also don’t tell what customers will receive by giving an e-mail or becoming a fan on Facebook. The lack of “What’s in it for me?” is a big reason why customers don’t offer an e-mail.

Take a look at your requests for customers’ e-mails. Are you letting them know “What’s in it for me?”