Graze makes sure to be present in a customer's inbox, even between new products and promotions. It sends a notification email each time a customer's box is dispatched and invites them to take a peek at what's inside, creating a sense of anticipation around the product and letting the customer think about the brand. After each box, Graze will then send another email inviting the customer to “evaluate or rate their box”. This process allows customers to rate whether they have “liked”, “liked” or would like to “trash” the snacks in their old box. This gives the customer a sense of control over their deliveries, allows them to interact with the website and discover new products and, of course, provides Graze with more practical data with which to personalize their products and emails. An email from Graze inviting a customer to "rate or rank" their most recent box. It contains a photo of each product in the box, with a set of four buttons below: BIN, TRY, LIKE and LOVE. The email invites the customer to “rate in 1 click”.
Discounts and offers As a Graze customer, it pays to keep an eye on your inbox, as Graze will often send you emails with offers and discounts to keep you happy with Grazing. It's an advantage to be a loyal customer, but it can also be an advantage to take time off; if you decide to stop ordering at any time, but do not discontinue your email subscriptions, Graze will send you offers of discounted boxes in an attempt to entice you to return to Grazing. (It worked on me a number of times). And in 2013, Graze customers who paid attention to their emails were treated to a taste of Graze's new breakfast E-Commerce Photo Editing Service boxes. These emails were cleverly crafted to create a sense of intrigue, with the subject line simply saying "ssshh..." and the email only containing an image of a key, above a code and a URL: graze.com/breakfast. Giving customers previews and early access to new products rewards them for brand loyalty and makes them feel like they have access to insider information. The way Graze designed the email gave the impression of being told about a special secret and generated excitement around the new product launch. A screenshot of an email with the subject line "ssshh..."
The email features the Graze logo in the upper right corner and an image of a key in the center. Below is the code 71F5JZV with an arrow pointing to the URL where it can be used: graze.com/breakfast. Customer interaction In the fall of 2012, Graze sent an email to all current and former customers inviting them to complete a survey about their experience with Graze, with the reward of three half-price Graze boxes for completing it. This prompted customers to give their opinion to the company, in some cases rekindling their interest in Graze, and made them feel that their opinions were needed and valued. Graze has also held numerous “championships” and “awards” where customers can vote for their favorite Graze snack, with winners announced via email and social media. Again, this allows customers to interact with the brand while providing the company with valuable data on what their customers prefer, and potentially bringing back those who have strayed from the brand to try new products.