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Being an email marketer, I get a lot of email. Most of it is only marginally useful, but I stay signed up because it is good for competitive research. So, when I get an email that is really on target, helpful and unexpected, I get weirdly excited. That’s what happened recently.
We had tickets that I purchased several months ago to go see the Radio City Spectacular Show. About 3 days before the show, just when I needed to start figuring out where we would park and eat near the theater, I got an email from the show with helpful links to those things and more!
How cool was that? I was able to easily click through to get a list of parking garages (hopefully avoiding us circling midtown aimlessly trying to find an open lot). Then I clicked through to get a list of restaurants that would be kid-friendly and not break the bank.
Now, could I have found all that on my own without the email? Yes, of course I could have. But the timing and the relevancy of having the answers show up in my inbox just when I needed them saved me a lot of unnecessary search time.
Was this email that unique? No, I’ve received trip planner type emails before, but this one happened to hit at just the right time with just the right information that it stood out to me. And that is what email marketing is all about.