Can you send a message to your customers - as effective as this ?

This morning, I received an email that I think is one of the most well crafted, gentle but persuasive #sales pitch I've seen in a while.

You wouldn't believe, if I told you that its from a newspaper!!

A Newspaper!!!!

In this digital era, print newspapers are struggling and trying to ensure that people at least subscribe to their digital editions. Readers barely buy the print edition and, are very reluctant to pay for the digital versions because customers expect to get their news for free.

This email therefore gains even more significance.

If you are an entrepreneur, a startup or, a marketing or sales professional,

you will learn a thing or two, I guarantee.

Take a look and let me know what you think.

Here's the email in full. (I've highlighted the "hooks" in the email)

Dear Sanjay,

I wanted to send a quick note to thank you for being a reader on thestar.com.

It has been just six months since I came on as Editor and not a day goes by that I don’t feel privileged to lead such a journalistic powerhouse. I had long admired the Star’s grit – the way the newsroom challenges people, governments and businesses to be better and at the same time celebrates and is a champion for the things, places and people that make this city, and country, great.

In the short time I’ve been here there have been so many great stories and coverage, whether it was Kevin Donovan’s heart-rending Death in a Small Town series, our partnership in the international journalism consortium of the Pandora Papers, our exhaustive and unmissable coverage of the federal election campaign, or, most recently, our blockbuster exposure of wrongdoing in one of North America’s most popular dance programs.

Like so many others in our industry, we now play on a global stage, and survival in our digital world demands careful investment in unique, high-quality journalism that will set us apart.

I hope you’re noticing some of that investment in the Star’s expanded content and improvements to our site and apps. Not only have we brought in some new faces for deeper coverage in politics, business and sports, we are growing our lifestyle sections with Together and the return to more travel, food and entertainment features now that our lives are opening up.

All of these enhancements have been inspired by feedback from readers like you. While technology can tell us some things, we are fortunate to get real input from our readers who care about the Star’s content as much as we do.

As a registered user you can enjoy some of the digital experience without having to pay. I do want to let you know there is a great offer for full access if it interests you to go further into what thestar.com has to offer.

And the improvements don’t end with our digital news platforms. We have also given our print readers a new experience with a refreshed design. I mention it because if you once loved to hold and read your paper, you may be interested in those changes as well. It is definitely more dynamic and engaging — with a cleaner look and feel, more prominence for photos and, we hope, more excitement and points of entry on each page.

We also have a special home delivery offer, which includes a $50 gift card with subscription, if you are interested.

We will continue to make improvements to your daily read in line with your interests, and on any platform, so please don’t hesitate to reach out to let me know what you feel most passionate about.

Thank you again for your support of trusted and authoritative Canadian journalism.

Best,

Anne Marie Owens

Editor, Toronto Star???????????????????????????????????????????

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To me, this is a message that packs all the elements that appeal to both; the heart (emotions) and, the brain (logic). It starts by

• Thanking the reader,
• Mentions how excited the email writer/sender is to work for the organization, and the good things being done by the org.,
• Challenges the industry is facing and, that they are aware
• That they listen to Customers
• Have made significant changes / improvements
• Reminds you of what you get for Free
• Special offer to gently persuade you to subscribe
• Reassures customers that they'll continue the good work
• Thanks customer for the support

This is a great example for anyone trying to connect with their customers, new or old.

Have you come across a message that immediately impacted you!

Do Share!

Wishing you Success. / Sanjay Sethi