I don’t drink coffee. Coffee upsets my stomach and makes me jittery. And yet, I love Starbucks.
While enjoying a fine cup of tea the other day at my local Starbucks, I reflected on why I feel so connected to Starbucks and how this connection could help hospitality professionals.
My conclusion: Through frequent, friendly and financially rewarding communication, Starbucks makes me want to visit its stores and buy its product.
Starbucks sends me an e-mail once or twice every week. Sometimes I am too busy to look at the e-mails, and sometimes I have a minute so I take a peek. I think that Starbucks counts on this and contacts me frequently enough so that there is always something new for me to look at.
The title of the e-mail always gives me a clue as to the content. For example, “Send Starbucks Give eCards This Valentine’s Day,” or “Get a Free Drink When You Buy Starbucks Blonde Roast Coffee.”
When you send e-mails to your members or your guests, does the e-mail title always describe the contents? Are you sending communication in a consistent time frame so your recipients know when to expect the next note from you? Read More »