Underground tips for us – Hall of Fame

I received this a while ago and it’s just a stand out winner, so to balance the ‘bad’s’ in the Hall of Shame/Fame I thought I’d pop it in here.  These guys are a little shop in Orewa, Auckland, and are using basic design (so basic it’s not worth a screen shot so I’ve just copied the copy), basic tools, but they get the copy SO right that it doesn’t matter.  Since I’ve been on the list I have also seen an INCREDIBLE acquisition campaign by this guy too, he played it so well, and I’m going to post that campaign next.  But first – the welcome.  For more about the importance of Welcome’s see the Welcome category.

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Company: Underground Skate (Us)
Subject Line: There’s alot of them but this is Us. Welcome to the crew

Hey roanne,

This is more than just a confirmation that you’ve successfully subscribed, its a WELCOME TO THE Us CREW.

Underground Skate (Us) is more than just a store and you are about to find that out.  We are just like you.  We’re the board riders shredding the the pow pow of winter, we’re out the back charging the long peeling waves of summer, we’re the guys and girls having fun with our mates at the local skatepark on a warm summers night and we are the crew who love to party, travel and meet new friends.

Since you have already signed up on our website I would assume your just like Us.  (Or maybe you’re our competition just trying to keep up with Us ;)

Like you, we like the best quality brands, latest fashion and best deals.  We also like to give you the BEST experience possible when you enter our store or shop online.  We run a tight ship and idiots don’t last long in our staff, we can’t afford it, we’re not a mall store we are a core store and we expect our staff to be 100% on their game and ready to help you with any need.

Established in 1997 we have been around long enough to know what YOU want and bring you the best deals on skate, surf and snow equipment plus the latest street / skate inspired fashion.  We are based right next to the Beach in Sunny Orewa beach so make sure you come by next time your in the area.

Please take some time to look over our online store www.usonline.co.nz but remember this is only a sample of our stock, so please contact me with your enquiry. I would love your feedback on everything we do so please don’t hesitate to give me a call or email.

GO ON GIVE Us A GO – IF YOU GET BAD SERVICE I WILL PERSONALLY GIVE YOU A $50 GIFT VOUCHER.

Thanks again, Nick Humphreys, Owner.

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What’s right about this? Just about everything.  The tone, the collegiality, the inclusiveness, the exclusiveness, it sets some expectations, it’s genuine, it offers a personal promise.  The website delivers to the message too with great content, tone and even a Girls stuff section..

What could improve? Well, for a start, preferences. Us does surf, skate and snow.  I’m not that cool, so I’d like to be able to tell him I only want snowboarding stuff. Secondly, an idea of frequency, content and value of what he’s going to deliver me now.  I already like him, and now  want to know how often he’s coming into my inbox and what he’s going to bring with him.

I know you’re busy but I’d love to hear your comments… what do you think?


Posted by roanne parker | August 24, 2010
Creative Email Design,Email Best Practice and Deliverability,Email Marketing Resources,Email Newsletters,Hall of Fame - Great Email Campaigns,Viral / Share / Forward,Welcomes and Email Automation                   Comments (5)
  • http://www.gardeningaids.co.nz Robin Humphreys

    Nick is my son and I am very proud of him. I have been a retailer in the Outdoor Power Equipment Industry for 37 years, but his enthusiasm, professionalism and especially his compasion and involvement with the younger generation is very humbling.

  • http://www.healthscript.co.nz Nicky Webber

    This is GREAT content – perfectly pitched at his target market. It’s friendly, open and honest – you almost feel his credibility and integrity on the page. It maybe a little long (and will get longer doing the add ons you suggest – although frequency of eDM is a good one to include). Am sure his business will go from strength to strength with this approach. Well done!

  • BB

    I struggled to read past the subject line. Does he mean allot as in allotment? There is no such word as alot and it really irritates me. And then “I would assume your just like U” – your should be you’re and it happens more than once in that email… I am not a grammar nut but simple misspellings like these make me question the credibility of the sender. In saying that I am not their target market and I do like the style and tone of the email.

  • http://twitter.com/roanne1 Roanne Parker

    Hey BB,
    Alot is ugly! You think you are not the target market. Neither am I really, but I see an enormous amount of rubbish in email copy, and this, is, from. the. heart. I love it. I have been in email marketing for 10 years, and honestly it’s the best Welcome email example I’ve seen.
    But that’s personal of course – send me one that you love. Welcome Emails are the most searched, most read, on our blog. Did you see the 8 Examples post?
    P.S. Since I saw this I’ve used some of these techniques in Welcomes from some of the biggest brands in the region.
    Thanks for stopping by :-)
    Roanne

  • Stephanie

    The content is great, but I agree that the grammar should be improved. For those who don’t know/care about the correct punctuation or spelling, it shouldn’t bother them for it to be accurate. For those who do care, these errors will pop out at them, and it will impact their impression of the company.