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The nuance of good follow-up

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I got an email today from Zappos. It seems it’s been a year since I ordered my last pair of Converse All-Stars, so they sent me a note.

It was brief, to the point and a great bit of follow-up. Just a few lines describing what I’d ordered and links to the same pair, as well as a page of other, similar shoes I might be interested in.

Here’s why the note was well-executed and not creepy:

  • It’s timed right. A year out, the shoes could stand to be replaced.
  • It’s handy. With just a few clicks, I’ll have a new pair in a couple of days.
  • Most importantly, in the year since I’d ordered the shoes, this is the only email I’ve received from the company. No newsletter, no coupons.

Follow-up calls, letters and emails — while a great way to get repeat business and strengthen client relationships — can be a minefield. They’re a balancing act between helpful and bothersome. With a little thought and effort, you can turn them into a solid source of business. And not be creepy.

Image courtesy Magnus D


May 25th, 2011 at 11:44 am