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

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 ⁠

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