Social Media, Email, Integrated Marketing Oh Woot!

Promotional marketing is strictly taboo according to conventional social media wisdom.

Maybe the marketing team at Woot! missed that memo because almost all of their tweets are promotional. More likely, they decided that their best marketing strategy is the one that works best for their customers and company.

Their creative and extremely successful marketing that flies in the face of conventional wisdom is the reason they are one of the companies featured in “Social Media 4 Direct Marketers.” And, just when you think that they have finally reached a marketing pinnacle, they outdo themselves.

The email they sent to their subscribers capitalizes on the recent Gawker password debacle. It says, “We have your back. You never have to worry when you are connecting with us because we are watching out for you. And, as a bonus, we’ll throw in a discount.”

In one move, they integrated their marketing, reassured customers worried about identity theft, and generated revenue.

Simply brilliant! High Woot! for everyone.

Here’s the email:

YOUR WOOT PASSWORD MIGHT NEED A CHANGE

Dear *********,

By now you’ve probably had enough of the whole Gawker account hackery ordeal, and we hate to pile more anxiety on. But we found your email address in Gawker’s list of compromised user info, and it looks like you used the same email address for your Woot account.

We have no idea if you used the same password at each site, of course. But if you did, it might be a good idea to change your Woot password. You can do that at your My Account page here: https://account.woot.com/changepassword. Or if you’re nervous about clicking links in emails, just log in at Woot and click “My Account”.

And because we know you’ve probably had a crappy week, please let us ease your pain. Just enter the coupon code CHANGEYOURPASSWORD during checkout at any Woot site and enjoy $5 off of your purchase. It expires March 31, 2011, by which time we assume you’ll have recovered from your Gawker-hack trauma.

Stay safe and keep those passwords fresh now, y’hear?

—Woot



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{ 4 comments… add one }

  • Barbara Ling, Virtual Coach

    Any article that contains that most magnificent of words, WOOT! is deserving of a response. It’s major wootness!

    And taking advantage of current events…simply brilliant. I’m starting to do that meself in my posts…hope to continue that for 2011.
    .-= Barbara Ling, Virtual Coach´s last blog ..1 Blindingly Easy Way To Protect Privacy While Forwarding Community Emails in 2011 =-.

    Reply
  • Debra Ellis

    Barbara,

    Thank you for sharing your experience. I hope your strategy is successful.

    Reply
  • Sarah

    Debra, do you have any resources for message boards related to e-mail marketing? I want to give it a try, would like to see how others are doing it. Thanks in advance!

    Reply
    • Debra Ellis

      Hi Sarah,

      Most of the email service providers have forums for their users. This is the best place to connect with others because they are talking about what they are doing and how they are using the service.

      Good luck!

      Reply

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