Here’s 2 emails I received recently from major companies. They sent it, I opened it, they had my attention…
and they blew it.
Dear Amazon.com Associate,
It’s time again for referral fee payments to our Associates! This month, we have sent payments…
You did not earn any referral fees during the last payment period.
Gee, thanks for telling me you’re not sending me any money. Now, how’s about you motivate me/ tell me how/ tempt me to make money for both of us? After all, I chose to be your “Associate” so I want to do my part…
They had my attention. But what the heck was I supposed to do…besides scowl and think Well, that relationship seems to be a waste of time. Imagine how much better I’d feel if they seemed to CARE, and added something like: Here’s a tip to help you earn more fees next month!
Here’s another email, from another company, that was sent to me after I spent quite a bit of time helping them.
Dear Friends,
We wanted to say thank you for taking the time to respond to our customer survey. Your input is extremely valuable to us and will help us serve you better in the future. As promised, we entered your name into a drawing for 10 $500 shopping sprees. We have selected the 10 winners and will contact them separately.
Well, I think, gee willikers. I didn’t win. But couldn’t you at least send me a “special deal for those who took the time to help” or a coupon or a lollipop for being a good little girl? That would take the bitter taste out of my mouth and make me feel a bit warmer towards a company that I had liked well enough to try to help them. Their likability quotient went down some significant notch when this is what I got for extending my hand in friendship.
Okay, so you’re not one of these mega-companies. You’re just an individual consignment or resale shop with a broadcast email service that you use, periodically, to remind your clients you’re there.
I get anywhere from 100 to 200 emails from shops in our industry a week. And very few of them make me feel valued. Oh sure, my wallet (most of these emails are blatant, in-your-face come spend money here messages) but I’m not just a source of your income. I want to be friends with you, I want that whole Cheers bar experience, I want to be seen as a whole person not just something that carries cash into your shop.
Auntie Kate The Resale Expert 
[…] you could have a prize drawing with winner(s) announced via email. Or get their email when you make customers a valued member of […]
How funny, the email from Amazon is required to comply with the new FTC rules. So like it or, you’ll be getting them regularly!
I am just now beginning to think and plan for the possibility of starting a Thrift Store. I know that consignment stores may make more money with less headaches but I feel led toward a Thrift Store as a ministry as well as a business. I would not really be in it for the money for myself but for others. I am semi retired at this time and would like to have my own business to keep me busy.
This email has put one more thing on my list of ‘what to do’s’ when operating a store. Get email addresses to send reminders and offers/coupons to customers. I have not yet bought the bullet and ordered your book but probably will in the near future. I am waiting to get really into this because we are planning to sell our property and move in the future. Business would have to start after that move.
I am enjoying your blog. Have only been hooked up for 3 days but am enjoying it.
Welcome, Grandmat, and don’t think that consignment shops necessarily “make more money with less headaches.” It all depends on the shop and the shopkeepers!
Hope you have had a chance to visit Too Good to be Threw for Professional Resalers as well as our consumer-oriented site, HowToConsign.com for more ideas and advice. And don’t miss my Messy Back Room (you know, that place we all have for stuff we don’t know exactly what to do with!) at TGtbT.com.