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Pinrose is a small perfume company that personalizes scent recommendations based on the customer’s mood. Recently, they sent their earliest customers a fantastic email (below).
This one message is packed with four fundamental examples of word of mouth marketing. Here they are:
1. Make your customers feel like rock stars
2. Give them a reason to come back
3. Be yourself
4. Ask for feedback every time
1. Make your customers feel like rock stars
The email starts like this: “Thank you! You, special friend, were one of our very first customers at Pinrose.” Everyone loves being first. They love feeling like they found something special before everyone else, like they’re in-the-know. Pinrose continues by saying, “Your name is forever engraved on our wall of fame.” Whether that wall of fame is a literal one or a figurative one, that’s a great way to make a customer feel appreciated and special. And when your customers feel special, they tell people about it.
2. Give them a reason to come back
We’ve often said that your new customers are usually your best talkers because they’re the most excited about your stuff. That’s why it’s important to give these new customers an even better reason to become repeat customers. In this email, Pinrose did it by crediting the customer’s account with $10 off of their next order. That’s using the feel-good momentum of their heartfelt “thank you” to get that customer back to their site.
3. Be yourself
Photo thanks to Pinrose.
According to the “From” line, this email came from Christine and Erika, Pinrose co-founders. They included a fun animated GIF of the two jumping into the air and a personal message, “May you be blessed with Bear Hugs and Mermaid Kisses!” By letting their personality come through, they made their customers feel a more personal connection — something a canned communication couldn’t get across.
4. Ask for feedback every time
Finally, the P.S. rounds out one of the most important word of mouth basics: Your customers aren’t going to give you feedback unless you ask. This one simply says, “p.s…please email us with any feedback or recommendations! We’re all ears!” No form to fill out, no questionnaires, just reply to the email. How are you making it incredibly easy for your customers to talk back to you?
