I'm on the email list for a regional HVAC contractor. I get a semi-designed email from them once a month, maybe more.
Yesterday I received the most interesting one of all. Instead of the "time to change your filter oh and by the way, we sell high efficiency heat pumps" it asked for my suggestion on a needy local family that the company can donate a system renovation to (sorry for the poor grammar here...)
Huh.
It was text only.
No design. No fancy wording. Just a simple plea: Our company is seeking to use planned down time to provide a free home heating system renovation to a local family in dire financial straits.
You, prospective customer, are invited to provide us with a suggested family.
What an excellent -- and interesting -- use of email. The gesture builds good will and positively builds the brand in my mind. It provides some means of engaging prospective customers and building future relationships. And certainly, measurement and trackability are built in assuming people respond.
Bravo to this HVAC contractor for thinking outside the box. And although we handle two competitive accounts, I have to admit, I'm rootin' for them.
Times like these call for tactics that build relationships. This was a good move.
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