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Absurdist Adieu: How Drizly said goodbye in style (despite the brief requiring an absurd amount of emails) ft. Jared Jones
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How do you bid farewell to your subscribers after building a fan base who consistently posts your emails to social? Oh, and you’re not tasked with sending one or two goodbyes – your brief includes 19 (!) reminders. If you’re Jared Jones, formerly of Drizly, you lean into the humor of the situation and craft a sendoff that perfectly matches the absurdist voice your brand is loved for.
*About our guest*
Jared Jones is a writer, musician, and one-time podcast guest living in Boston, Massachusetts. He's currently trying to sell his first screenplay so if you happen to know any famous movie producers, well, that'd be pretty neat.
*Ideas you don’t want to miss*
(05:25) How Jared used his comedy background to develop the Drizly voice – and his “test the fences” barometer
(11:43) How the team planned the 19-email-20-push (!) Drizly goodbye – and how the idea was borne from the absurd amount of emails they had to send
(12:49) How the “last Western” movie influenced the idea and imagery of the campaign
(16:55) Jared’s brainstorming strategy – and elusive methods for defining a creative process
(21:25) The results of the goodbye emails (and other fun subscriber reactions over the years)
(28:30) How Jared is transitioning to a new role at a 100-year old brand that has tighter fences
(30:13) Jared’s favorite brands to swipe emails from
(32:14) A neat trick Jared uses to build loyalty with his readers
*Links from this episode*
Take a look at the emails we’re talking about today
Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass
Check out the product description pages (PDps) on Firebox’s site
Follow Jared’s journey as he shapes the evolving Stanley Black and Decker Craftsman voice
See how Liquid Death’s voice touches everything they do
Replace your Drizly fix with another “absurdist” brand, Goodr
Check out how Chubbies speaks straight to their audience
Follow Nikki on LinkedIn
Get Nikki's email musings at nikkielbaz.com/subscribe
Let me know what you thought about the episode by emailing podcast@nikkielbaz.com
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