Are you as smart as a crow in your email marketing?


Have you walked past or heard any crows recently and noticed all the email marketing tips they gave you?

If not, no worries. I’ll fill you in.

Crows are the smartest birds, with some researchers saying they have the intelligence of a seven-year-old child. They are the only non-primates to make and use tools.

Lots of people get excited about rare birds, but overlook the wonders of the common crow, so I make a point to notice and interact with the crows when they are in my yard.

We have this routine with peanuts: they caw, I toss out the peanuts while talking to them.

Then they caw and caw until all their friends come.

Then, and only then, do they fly to the ground and eat all the peanuts.

Except the last two months I haven’t hear a peep from them.

Early yesterday morning a crow on the very top of a distant tree cawed at me. He was far enough away that I wouldn’t have noticed him otherwise.

I said hello but was in a hurry and didn’t have time to go get peanuts.

That one exchange was enough for him to “warm up his list,” so to speak, because now crows were on my mind again.

This morning, first thing I heard after waking up, was a crow.

I was still very tired but I grabbed some peanuts and tossed them in the backyard and front yard while the crow watched carefully.

But then I noticed something.

The crow dropped down to a very low branch and stared and stared at the backyard peanuts.

He really wanted them but went off to the front yard peanuts instead.

It was hard for him to walk on the snow but he managed to snag a couple of peanuts and fly off to a branch to crack them open.

I looked at the backyard snow and could see a layer of ice on it.

The crow surmised he couldn’t walk on it.

Oops! My bad.

So I put out more peanuts in an area where crows could walk and instantly he flew away to get his friends.

Some lessons:

Build a rapport with one customer and you’ll attract many more.

Crows never forget a human face. If you do right by a crow, they don’t forget you, even if you haven’t thrown peanuts out for them for a while.

Haven’t emailed your list every day, weekly, or even monthly for a while?

The customers you have a rapport with haven’t forgotten you.

If they can’t use what you offer them, you can use their feedback to ensure they get what have to offer, by changing the price, or offering something else, etc.

There’s a lot of blather out there about how to get more sales from your list, without considering it’s a two way street.

In other words, it’s not just about your list’s response rates. How do you respond to your list?

It’s worth thinking about.

Also, so far in my A Year of Email Copywriting course, two of the lessons were written based on customer request.

There’s plenty of back and forth because the lessons are sent once a week by email.

No noisy Facebook groups or membership sites or webinars.

There’s as much, or as little, one-on-one as you’d like.

Check it out. You won’t have to walk on icy snow to get there.



Photo: Sam Carpenter

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