Spotify and the art of upsell

I just had an email from Spotify looking to sell me a concert ticket for the Kaiser Chiefs. I love Spotify and I love how they did this email. Here's why:

• They know me and they use personalisation properly. I'm not talking just my name, this email was targeted based on my activity with them - what I listen to.
• They subtly flattered me, declaring that I was one of the Kaiser Chiefs "Top Listeners" they made it sound as if my middle aged music tastes were cool!
• Their language was so engaging. The email seemed to come not from Spotify but from the Kaiser Chiefs themselves, thanking me for listening and making me part of team KC.
• They made me a special offer that was limited to the elite (in my mind) KC fans.
• They gave their campaign length with additional social media #StayTogether.

They did all of this in less than 70 words! Truth is I quite like the Kaiser Chiefs but I might just have a crush on whoever writes Spotify's email copy!

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