Survey Sweets: How Licorice.com uses email to collect inspiring customer feedback (ft. Jonathan Packer of GOAT Foods)

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

Apple Podcasts

Spotify

Google Podcasts

Or find on your favorite podcast player