3 reasons why you should have a nurture email crush

I received this email today from one of my favourite companies who helped keep me sane during lock-down. Mindful Chef is a leader in receipt boxes, and for complete transparency, I've been a customer for years. 

I've got 3 massive reasons why I’ve got nurture crushed. Well done Mindful Chef, I love it.

If you check out their website, their top company value listed is mindful, "We constantly challenge ourselves to be aware of our actions and mindful in everything we do." Not surprising considering their name but in my experience with them an authentic approach both in their unique value proposition and their brand. Now, I'm not going to lie; mindful can be one of those trigger words for me as I've seen more than one company and person hide behind being 'mindful' because it's seen as the latest thing to be when in reality, they couldn't be more narcissistic if they tried. Therefore when someone is authentically delivering against that promise, it's worth calling it out.

I love this email for several reasons:

Firstly, because they have connected their UVP to brand values into their brand proposition, and then they have delivered on it within their engagement comms strategy. Home run! All bases hit, ding ding ding. Not much more to say. How many brands think before they pull together their nurture programme messages to that level of detail. They've considered their customer from an outside-in approach rather than just worried about selling extra boxes at this time of year.

Secondly, because they did it timely and topically, acknowledging that maybe Father's Day isn't potentially a brilliant time for everyone is both small and massive at the same time. Sadly, there are numerous reasons that people might find Father's Day difficult in today's pandemic world. It's a small thing to give people the option to opt out of a set of emails. But it's a big thing to be brave enough not to assume that Father's Day is a reason to drive sales for everyone that they can connect with both those who want to celebrate and those who want the day to pass without funfair is allows everyone to feel good about the brand. 

And thirdly, this is being human. Something we desperately need more of in our branding and engagement, but brands find very difficult to deliver upon. I would love to see the data, but I would hazard to guess that simply and honestly acknowledging the human side of life has changed the outcome of opt-outs over this sort of holiday. And I will bet there are a few others like me who appreciated this and, if possible, be even a little more optimistic about the brand.