As someone who spends most of my waking hours staring at a computer screen, I see my fair share of email marketing campaigns from an incredible variety of sources. Some are pretty good, some are mediocre, and some are just downright bad. But occasionally, I see one so well executed that it puts others to shame. This is the story of one such campaign.

About a month ago, I received an email newsletter from one of my favorite recording artists outlining the details of her upcoming CD. As you might expect, there was a link to pre-order the new CD. If I ordered now, in addition to the CD, I would also receive a super-exclusive limited edition live CD, all for the low, low price of $12. That’s a great price for new tunes any day, and I’m always a sucker for so-called exclusive CDs. To sweeten the deal, shipping was free. Needless to say, I fell victim to their marketing ploy and immediately placed my order.

Fast forward a month. The CD was due to be released on a Tuesday. Given the fact that this particular recording artist isn’t terribly well-known and isn’t on a major label, I fully expected to receive my package of sweet musical goodness weeks after its release to the general public. However, after making my way home from the office on Monday, I opened my mailbox to find the aforementioned bundle of goodies — the day before it was released in stores. In addition to the new CD and the super-exclusive limited edition live CD, they also included an extra copy of the CD liner notes personally autographed by the band. (Nice touch!)

If this is the way this artist treats her fans (and customers), I’ll definitely be ordering directly from her again.

Here’s the takeaway: It’s great that you can put together a good email marketing campaign with a compelling offer. However, don’t stop there. Follow through with fulfilling the order. Add a special personal touch. Don’t do the bare minimum to meet the expectations of your customer. Take things to the next level and really blow them away. If you do that, you’ve just won a customer for life.

NOTE: I originally wrote this article in August 2006 while employed by a local email marketing service provider. It is being posted here (with a few edits) for your reading enjoyment

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