Relationship Marketing in Action

Is there anyone who doesn’t love that sensational feeling of getting a sweet sweet deal?💰

Today we’re looking back at a relatively recent – and awesome - email from collagen brand Dose & Co. Sent out to subscription holders, the brand announced upcoming changes to their pricing structure and it was a lesson in relationship marketing.

I’ve been a subscriber of the New Zealand founded collagen company for quite some time (move over Khloe Kardashian). Every month for the past two and a half years a tub of collagen creamer has arrived direct to my front door, like magic, and at a 25% discount on the RRP.

When Dose & Co were deliberating future changes to their subscription model, there were a number of roads that could have been taken. Perhaps a blanket discount percentage change for all subscribers, or, as is all too often seen in my opinion, an incentive to on-board new customers, as opposed to look after current.

Instead, in a beautiful example of relationship marketing in action, Libby Boxall and her team opted to honour the existing subscription benefits and in doing nourish their relationships with long-standing customers - take a look at the email screen grabbed in attached picture. Dose and Co saw and opportunity to generate a meaningful interaction via email and took it in a way that not only feels authentic, but is proof in the (skin and hair boosting) pudding that Dose & Co value me and my business.

Plus it leaves us, the customer, feeling like we’re part of a special VIP club, catching that sweet sweet bargain.

Dose and Co giving us a lesson in relationship marketing.