Campaigns we like: The Innocent Group

Who said newsletters are boring? Innocent certainly doesn’t believe this and doesn’t deliver boring emails – in fact they’re one of my favourite emails I receive.

There is no overt selling. In fact there isn’t any selling at all! It is simply a weekly newsletter written with the purpose to surprise and delight (and who doesn’t enjoy that?) the subscriber and to build a relationship with the added benefit of having its place within my inbox as constant reminder of the brand Innocent.

We all know that it’s more cost-effective to retain and increase an existing customer than it is to acquire one, and it’s clear that Innocent understand this and are using the strengths of email to achieve their goals. You can read the full email here.

While I have no insider knowledge of this weekly newsletter programme, I would hazard a guess that this has not been haphazardly pulled together within 24 hours of being sent out, nor written by the nearest person who is twiddling their thumbs. The style of writing is on brand and they make use of topical and seasonal happenings (possibly indicating a content schedule?), as seen both in the newsletter above with the reference to daylight savings and the delightful April Fool’s Day email I received on 1 April, below.

All in all, it is an effective, well planned and written weekly newsletter campaign that I look forward to and delight in reading top to bottom every week.

Kath Pay, consultant, Plan to Engage
@kathpay

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