List Growth ‘Fertilizing’: How Scott’s Offline Email Opt-In Shines
Posted by Drew Miller on April 8th, 2009
This past Sunday, a gorgeous spring day with not a cloud in the sky, I did what most South Texans do in early spring – fertilized my lawn. Armed with a bag of Scott’s Bonus S and a new spreader, I was ready to bring my winter lawn out of hibernation. After carefully reading the instructions on the bag, I ran into a bit of a problem – What setting do I use on the spreader so I don’t over or under fertilize?
Thankfully, Scott’s provides a toll-free number on each of their bags if you have any questions about fertilizing. Anticipating disappointment that they wouldn’t be open on weekends, I was surprised to wait literally only seconds before a friendly Scott’s associate answered the phone. After quickly diagnosing where I was, the type of fertilizer I was using, and the spreader make and model, I was told that 3 ½ was the desired setting for my grass.
Happy that I got what I needed, I was ready to disconnect my call until the Scott’s associate asked me one more question: “Would you like to get monthly email updates from us and get tips on how to keep your lawn in top shape year-round?” Being in the email marketing industry, I had to pause for a moment and reflect on what was just asked of me….
Not only did the Scott’s associate ask for my permission to receive email updates from their company, she also clearly defined the frequency and benefits of their email marketing program. After happily giving her my email address, she also informed me that I would be receiving an email message in the next few days to confirm my interest.
This is just one of the many ways to successfully capture email addresses offline and grow your list. Not only did Scott’s leave me satisfied and confident that I was on my way to a greener lawn, they gave me an added bonus with their monthly email program.
