T2 – the best tea, but the worst newsletter program (email)
February 10, 2010 2 Comments
I’m not a coffee drinker, so I love drinking a great cup of tea – herbal or other. My favourite tea is T2 because they have so much variety and great complimentary products.
After making a number of T2 purchases online, I subscribed to their newsletter specifically for the exclusive offers and knowing about the new teas were launching. When I subscribed, I can actually remeber looking forward to recieving the email.
That was until the email actually arrived, see below:
All I can say is boring. There is nothing I really want to know, it is just pushing me to buy more tea. Typical company who doesn’t really have an ongoing strategy for value creation with their customers.
I have received three emails from T2, all very similar.
November 2009 email – update with a focus on getting ready for the holiday season
December 2009 email – thank you email without an incentive
- Purpose: Make sure that every communication you send to a consumer has a purpose. The only purpose for T2 emails is self serving for the company. Most companies send emails to try and sell more products, but they don’t need to be so overt.
- Value: Give your subscribers value. There isn’t anything there for the valued consumers. No incentives or offers. Give the subscribers something they won’t get else where. It doesn’t have to be financial incentives, but they do help.
- Loyalty program: T2 tea isn’t cheap and if you are buying a few bags of tea, there isn’t much change from $100. They don’t offer any loyalty or reward programs for buying a lot of tea. The only incentive is if you go instore and can sample the tea of the day.
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