{"id":1275,"date":"2011-04-21T23:45:58","date_gmt":"2011-04-21T23:45:58","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/corner-bakery-builds-an-email-list-one-cookie-at-a-time\/"},"modified":"2020-10-27T13:18:15","modified_gmt":"2020-10-27T13:18:15","slug":"corner-bakery-builds-an-email-list-one-cookie-at-a-time","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/corner-bakery-builds-an-email-list-one-cookie-at-a-time\/","title":{"rendered":"Corner Bakery Builds an Email List One Cookie at a Time"},"content":{"rendered":"

So where am I writing this blog from today? I\u2019ll give you a hint: it rhymes with zornerbakery. Did you guess Corner Bakery – that excellent and delicious cafe? Good!<\/p>\n

Checking in from the Edible Office<\/h3>\n

One of the benefits of this modern era of communications is that a blogger can do his or her work from almost anywhere. And though I do like our offices a whole lot and my home studio a little more, sometimes a morning type session in a caf\u00e9 or coffee house is heaven. A small booth, a laptop, coffee and an omelet all make for a minimalist\u2019s dream workspace.<\/p>\n

Cloudiness Is Next to Godliness<\/h3>\n

Oh, you have to love the places that give you free wi-fi connection. Thank goodness for that! Our office uses online software to connect, so after I wipe the cookie crumbs from this keyboard, I can turn this piece in right here in my booth. When the software is in the cloud, all you need is a connection, no? Come to think of it, doesn\u2019t Benchmark\u2019s email marketing software<\/a> fit in nicely here? Let\u2019s dream a little:<\/p>\n

The lady to the left of me – she could be sending out pictures and e-coupons for her store\u2019s new spring shoe collection… The couple in front of me – they might be working on a community newsletter for the non-profit they run… And the man in the booth behind me – he\u2019s taking ten minutes to send an email blast to his clients about this awesome vacation package his travel company just put together…<\/i><\/p>\n

Okay, I don\u2019t know this is going on, but it really could be, especially because email marketing is following me around this morning. Honestly. The following is 100% true.<\/p>\n

Corner Bakery Shows the Email Marketer How It’s Done:<\/h3>\n

INT. CORNER BAKERY – MORNING<\/p>\n

In Huntington Beach, CA, a MAN is furiously typing away on his laptop computer, working on the next feature set that the email marketing company<\/a> is planning. Halfway through his omelet, a nice employee approaches with a plateful of cookies.<\/p>\n

SERVER<\/b><\/p>\n

Have you heard about our email club? We send out coupons and special announcements. If you sign up, I can give you a cookie or a coffee.<\/p>\n

MAN<\/b>
\n(beat)<\/i>
\nI\u2019ll take the cookie!<\/p>\n

With that, the man furiously scribbles his email on the handout and then grabs the cookie. Not really being hungry, he sets the cookie and his work aside for later, then opens up a browser on his laptop so that he can see the Corner Bakery\u2019s website.<\/p>\n

I Wonder if They Knew I Was Looking for Something to Write About\u2026<\/h3>\n

So that, my friends, is really how it happened. What\u2019s the take away from this dining-in adventure? Corner Bakery really did all the right things in getting me on to their email list. You can do it, too. Of course I broke down their technique for you. Write it down and put it into play now:<\/p>\n

    \n
  • You don\u2019t have to ask for an email address at the point of sale. If possible, let your prospective subscriber settle in first.<\/li>\n
  • If you can offer something of value while you\u2019re asking for emails, do it. A little temptation goes a long way.<\/li>\n
  • Sell the benefit, not the list.<\/li>\n
  • Approach with a genuine smile.<\/li>\n
  • Pick your targets wisely. Dude who can\u2019t put his laptop down to eat is probably into getting lots of emails.<\/li>\n<\/ul>\n

    To close this all up, don\u2019t be shy about asking for a birthday on the form you ask a prospective subscriber to fill out. Corner Bakery asked. I debated for about 0.003 seconds, then thought of all the great stuff they potentially could send me as a present. They now have my name, email, birthday AND they know I love cookies. Fair enough to me!<\/p>\n","protected":false},"excerpt":{"rendered":"

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