The Email Wars

Today I was in a bind to grab some tickets to a concert up at the Oregon Zoo. I had no choice but to go online to TicketMaster and pick some up prior to the event. With the kids in tow I did not want to have to worry about standing in line, hence why the internet rocks. So I ordered my tickets, paid to print them online right then and there, all the while wondering why I would pay $2.50 more just for the convenience of not standing in line. Well I think I stated 2 kids under 6 makes it worth it. 

So I was done. Minutes later I got my email confirmation and I was happy, slowly forgetting about why I was concerned about paying for making my life easier. But then… VOILA, another email from TicketMaster. What could it be I wondered? Marketing? Did I opt in to an endless string of emails of other events I “might” be interested in? So I opened it and to my surprise there was this email giving me 2 comp downloads of music from iTunes. What an amazing simple gesture. It was not anything really to offset the cost of convenience but it was an email that built a good feeling with me about them. 

The lesson here is look to the simple gestures you can arrange to build good will with both your customers and subscribers. It will go for miles and drive (as in this post) good word of mouth.