One thought on “Email strategy – getting the basics in place

  1. I DID buy Exploding Kittens and I DID get their emails (and the game is fun). but more to the point, Exploding Kittens got things right in so many ways. Not only did they communicate through cleverly constructed emails, but also through their own Kickstarter page, Facebook and Twitter. They leveraged the huge fan base of The Oatmeal (who drew the cards) and gained followers (and backers!) of people (like me) who are not habitual Kickstarter visitors (let alone backers).

    They had an integrated marketing plan that didn’t feel like a ‘plan’ – it felt like personal communications (even on social) that were quirky and fun – the perfect tone of voice (and frequency and targeting) for the product and audience.

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