Trending Inbox: The Patagonia Brand Promise Delivered To The Inbox
A company’s brand promise is something that connects your product or service with your purpose, your positioning, your strategy, your people and more importantly your customer experience. Some brands do it well in certain channels and some brands don’t. Over the last 10 years, I have talked about ways to extend and execute your organization’s brand promise in email. It’s hard to do and it’s especially hard to do at the beginning of the relationship.
I have been signing up and collecting welcome emails for nearly 15 years and have only seen a handful of companies who in the first email to their subscriber clearly convey what their brand is all about and the promise it makes to its customers.
Patagonia has long been on my list of companies whose email program has consistently been successful in humanized messaging both in imagery and voice. I have been a subscriber to their program...