I love this time of year. The snow has melted away. The yard is starting to green up. The flowers are beginning to bloom... and I receive reminders via email for the lawn care items that need to focus on for this month.
So my inbox is now providing part of my "honey do" list. And I'm ok with that.
A while back, while purchasing fertilizer, I was asked if I'd like to receive alerts when it is time to apply the different stages, as well as helpful tips and sale items related to that season's lawn care items. Expectations were set that the email would only be used for this particular program and would not exceed 6 emails a year.
The emails I have received in this series not only advise on the best date for fertilization, but also include:
- Links to calculators for determining how much area I need to cover (especially helpful because my yard is far from a perfect rectangle)
- Tips on proper soil testing (to determine if there is a nutritional deficiency or PH problem.)
- Advice on seasonal mower maintenance (sharpen and balance that blade!)
- Information on proper watering (to build a more drought resistant lawn.)
- And I have the opportunity to join other series, like home maintenance (is it time to replace that air filter or flush the water heater?)
In one quick shot, I'm able to plan out my weekend activities, and I know I can find additional help in their store when I take my blade in for sharpening, pick up my new fertilizer and replace that old leaky hose. And yes, it makes me more likely to do my shopping with them, even if another hardware chain has the same items a little cheaper.
From a technical standpoint, this email series is rather simple. It is something that can be re-used over and over without changing much if anything. But looking at it as a recipient, it's very powerful and delivers exactly what I need when I need it.
We help marketers implement programs like this every day. And we can help you too.
Kris Dougherty | Director of Operations
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