The Untapped Power of the Email List
So, as you probably have heard (or know), Colorado just got pummeled with the perfect (or not so perfect) storm. Up to 20″ have fallen in Boulder County over the past few days.
This is great for all of those who get a snow-day from school or work, and horrible for those stuck in airports or stranded from their families. As for me, I am sad to be missing this after recently moving from Boulder to Vermont with hopes of a VT white Christmas being a “sure thing”.
This evening, I received an email from one of my favorite Boulder restaurants, The Kitchen, after never removing myself from their email list.
Here is how it read:
Let it snow, let it snow, let it snow…
Everyone here at The Kitchen and [Upstairs] hopes that you have remained safe in this new ‘winter wonderland’.
The Kitchen’s downstairs dining room will unfortunately will be closed this evening, December 21st, due to blizzard conditions…
Many of our staff however, live quite close to the restaurant and it was their decision to open the [Upstairs] tonight! Chef Hugo Matheson will be cooking and the view of snow-capped Boulder from the [Upstairs] windows is breathtaking.
Come join us tonight if you can travel safely. The Kitchen and [Upstairs] will both be open for their regular hours starting tomorrow, December 22nd, 2006.
Now, many restaurants and businesses have email newsletters, specials, etc. that are sent out monthly, but I was thoroughly impressed that a restaurant (or business in general) was reacting quickly and taking advantage of the real-time power of email and the list of clients they have been building. Not only did they make a smart business decision by taking advantage of the current weather situation, they also further developed their brand, by showing patrons that it was the staff’s decision to open the [upstairs] portion of their restaurant. This shows that the employees are dedicated, happy working there and ready to interact with and welcome customers. Plus, reading the email made me feel welcome and part of something - as any invite should.
As reading email becomes more widely available in real-time (mobile devices, phones, etc.), this authentic marketing technique, becomes even more powerful. Imagine, just stepping out of the office, or on your drive home and getting a targeted, relevant email like this on your BlackBerry. It just might change your evening plans.
How I wish I was there tonight with a glass of red wine, by the fire, looking out on snowy Pearl Street.
p.s. - our 50 degree, sunny, blue-skied, Vermont day, was not half-bad either 
Add comment December 21st, 2006