Survey Sweets: How Licorice.com uses email to collect inspiring customer feedback (ft. Jonathan Packer of GOAT Foods)
02/28/24 • 13 min
When you sell out of thousands of pounds of licorice mere months after launch, how do you learn why? And how to do it again? Especially if – like most brands – you’re hesitant to bother your customers? Listen in on how Licorice.com’s customer survey email gave them – not just decision data – but warm and fuzzy validation that has them hitting send on feedback requests without any hesitation.
Timestamps:
(1:31) How a domain name (and COVID-19) moved Jonathan from corporate to ecomm
(3:40) The crazy inspiring feedback this email generated – and how it led to a relationship with one of the world’s wealthiest
(5:19) How the team knows when to survey their customers
(6:40) The survey questions they asked – and the one that got the best responses
(8:02) The A/B test results from their “best practice” sender name
(11:55) The brand Jonathan swipes from for design and structure inspiration
(12:08) The brand that convinces Jonathan that he’s getting real, personal 1:1 emails – despite him knowing he’s in a funnel
About our guest
Jonathan is the co-founder of GOAT Foods, parent company to seven gourmet snack companies.
Links from this episode:
Take a look at the email we’re talking about today
Follow Jonathan on LinkedIn
Munch on some goodies from the GOAT foods family: licorice.com or pretzels.com or chocolate.com or caramels.com or cashews.com
Get design inspiration from hexclad.com
Dare to remember that the flockfoods.com email’s are automated
Get Nikki's email musings at nikkielbaz.com/subscribe
Subscribe to Email Swipes and never miss another episode
Or find on your favorite podcast player
When you sell out of thousands of pounds of licorice mere months after launch, how do you learn why? And how to do it again? Especially if – like most brands – you’re hesitant to bother your customers? Listen in on how Licorice.com’s customer survey email gave them – not just decision data – but warm and fuzzy validation that has them hitting send on feedback requests without any hesitation.
Timestamps:
(1:31) How a domain name (and COVID-19) moved Jonathan from corporate to ecomm
(3:40) The crazy inspiring feedback this email generated – and how it led to a relationship with one of the world’s wealthiest
(5:19) How the team knows when to survey their customers
(6:40) The survey questions they asked – and the one that got the best responses
(8:02) The A/B test results from their “best practice” sender name
(11:55) The brand Jonathan swipes from for design and structure inspiration
(12:08) The brand that convinces Jonathan that he’s getting real, personal 1:1 emails – despite him knowing he’s in a funnel
About our guest
Jonathan is the co-founder of GOAT Foods, parent company to seven gourmet snack companies.
Links from this episode:
Take a look at the email we’re talking about today
Follow Jonathan on LinkedIn
Munch on some goodies from the GOAT foods family: licorice.com or pretzels.com or chocolate.com or caramels.com or cashews.com
Get design inspiration from hexclad.com
Dare to remember that the flockfoods.com email’s are automated
Get Nikki's email musings at nikkielbaz.com/subscribe
Subscribe to Email Swipes and never miss another episode
Or find on your favorite podcast player
Previous Episode
Think outside the inbox | Takeaways from Love and Links
About this episode
Let's dive into the strategies and methods used in the Valentine’s Day love letter email Devin wrote for the Bit.ly customers, featured in Episode 3.
Takeaways
(1:37) Takeaway #1: Take stock of your customer lifecycle after big changes.
(3:47) Takeaway #2: Don’t be scared to sell. The products you’re pitching provide value, as long as you’re not being too pushy.
(4:46) Takeaway #3: Stop evaluating emails by length. Instead, focus on the outcome of the length.
(6:16) Takeaway #4: Borrow from other media
(8:06) Takeaway #5: Think outside the inbox, especially if you’ve got a team to help amplify
(9:24) Takeaway #6: Try a sentiment rating system
Links from this episode:
Take another look at the email we featured in Episode 3
Grow your business when you join the Creative CEO Academy (I'll earn a commission.)
Get Nikki's email musings at nikkielbaz.com/subscribe
Subscribe to Email Swipes and never miss another episode:
Or find on your favorite podcast player
Next Episode
No harm in asking | Takeaways from Survey Sweets
Let's dive into the strategies and methods used in the Licorice.com feedback request email, featured in Episode 5.
Takeaways
(2:03) Takeaway #1: Show, don't tell. (But, for real.)
(3:32) Takeaway #2: Turn likability into reciprocity by using You vs. We
(5:23) Takeaway #3: Couple logic with inspiration to get over your fear of surveying customers
(6:50) Takeaway #4: Try psychological incentives before physical incentives
(8:32) Takeaway #5: Test best practices
(8:56) Takeaway #6: Listen to your intuition, especially when dealing with humans
(9:29) Takeaway #7: Couple list-wide feedback initiatives with individual, behavior-based surveys
Links from this episode:
Take another look at the email we featured in Episode 5
Take a look at the non-customer version of the email
Take a look at the survey sent to non-customers
Grow your business when you join the Creative CEO Academy (I'll earn a commission.)
Be more persuasive with the 7 persuasion principles presented in Influence by Robert Cialdini (Pre-fluence is his latest, but I haven't read it, so I can't recommend it.)
Understand when to send feedback / review / upsell / and other strategy emails when you join Email Mastery. Get Nikki's email musings at nikkielbaz.com/subscribe
Subscribe to Email Swipes and never miss another episode:
Or find on your favorite podcast player
Email Swipes - Survey Sweets: How Licorice.com uses email to collect inspiring customer feedback (ft. Jonathan Packer of GOAT Foods)
Transcript
Have you AB tested it for yourself where you've sent from Jonathan and from Sarah and seen from your own data that her name gets more open ?
Speaker 2Yeah , yeah , we've done it multiple , not just one test . We've done it multiple times . I wasn't giving up too easily .
Speaker 1Welcome to Email Swipes , w
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