Muchkin’s Email Pushes Funds for a Big Cause
Sending an email to your customers doesn’t always have to promote selling a product or service, at least not directly.
Mailer Name: Munchkin
Date Emailed: September 26, 2016
Munchkin, a retailer of children’s clothing and toys, discontinued the sales of its 10-year old orca bath toy in 2015. At the time, the company’s rationale was that “a bathtub just isn’t big enough for an orca.”
This began an effort to support the construction of a seaside home for whales held in aquariums and parks. The campaign continued in 2016 with an email using the subject line: “Help Us Support The Whale Sanctuary Project.”
An image of a killer whale dominates much of the email. For National Shamu the Whale Day, the company announces here that 100% of its sales for the day would be donated to the Whale Sanctuary Project. Shamu, the fourth orca ever captured, performed at Sea World San Diego for 6 years before dying. For anyone not familiar with the previous year’s move, it reminds them about the size of that bathtub for whales.
Above the centered call to action button, a hashtag, #OrcasLiveInOceans, extends the campaign to social media. Some customers may want to contribute to this cause without purchasing a baby product. For them, a link clicks directly to the project’s website.
Supporting a cause may pay dividends down the line in cementing trust from customers aligned the same way.