Email Journeys: Italian Food & Wine Legends
Scott Cundill
Stop chasing leads - get introduced?to them instead. 50,000+ people in our business community thrive from trusted referrals and warm introductions.
You eagerly snuggle into your couch, wielding your remote control like a sword, ready to unleash Game of Thrones Season Six on your sanity. The Imp and evil Queen Cersei (I hate her so much) and that awful Ramsey Bolton appear, with that epic music score blasting on your surround sound system (here it is by the way, repeated non-stop for five hours)... and all the actors start doing stand-up comedy! Or a cooking show!
Your first lesson on how to craft an Email Journey that gets 5%, 10% and even a 20% response rate is this: find your niche and stick to it. Each episode must connect to the next in a series.
Here’s an example:
“We tell stories of Italian food & wine legends."
To come up with a Journey idea for the MadeInItaly App, we first needed to work out a niche topic. What makes your company special? What makes you different? Well, who else travels around Italy meeting and interviewing Masters like Francesco Stagnoli who’s family has been making Bagosse cheese the same way for several hundred years? Masters who have cultivated liquorice on the very same property that their great great great grandparents grew up on?
Now when a top BBC World Service Correspondent replies to the episode on Master Allesandro Mele with: “Wow that is the sexiest thing I have read about olive oil in ages!” – then you know you are getting audience engagement.
Such is the power of a well crafted Journey.
At the end of the day, the MadeInItally App makes money by delivering Italian food and wine to people living in the UK. Telling their audience about their fast delivery service is somewhat less exciting than sharing stories of unscrupulous poachers who, in the middle of the night, stole olive oil trees so valuable that they risked being be executed.
Over the next few weeks I will share a few more of my Email Journey secrets.