Timely Email Ahead Of The Storm

By Bill King

Today I received an email from Florida Aquastore, a provider of water storage and treatment solutions based out of Boca Raton, FL. I’m not a customer but we’ve interviewed the company a number of times over the past few years to inform Water Online editorial and I’m on their email distribution list.

The email caught my eye because it’s a great example of simple content marketing done well. You can see the email here.

Here are 3 reasons to respect this email:

1. Topical –The email references an upcoming, shared event that many of Florida Aquastore’s customers will experience next week, namely the arrival of Hurricane Dorian, currently graded a 4 by the National Hurricane Center (NHC). Being alert to what is top of mind for your customers and nimble enough to respond quickly with content are valuable attributes in connecting to your customers.
2. Helpful – The email is both succinct and relevant, recognizing that the audience is no doubt busy preparing for the hurricane’s arrival already. It focuses in on some basic preparedness tips for utilities and provides links to third-party resources such as a hurricane checklist published by the EPA and a direct link to the NHC’s Hurricane Dorian tracking page.
3. Leadership -- Reminders such as filling storage tanks to overflow levels that “may require the operator to close the isolation valve on tank in days leading up to storm,” showcases knowledge without being overtly promotional.

SOURCE: Florida Aquastore

With so much competing information in the market from vendors about products, solutions and services, this email stands out as a great example of reminding customers that you are thinking of them, local and ready to help.