Two times the reach

Shoppers Drug martESSOI happened across this joint mailing program today, somewhat by chance, between Shoppers Drug Mart and ESSO.

Shoppers is running an event where a consumer has an incentive to spend 75$ on goods in their stores and then become eligible for 20$ in free gas at ESSO. The Event notice arrived on Thursday from Shoppers – just in time to get me thinking about the weekend.

The double play comes in where ESSO sent a complimentary email to their list members now incenting them to travel to Shoppers and eligible for this same promotion. ESSO’s message arriving on a Friday afternoon makes me think about the upcoming plans (made on Thursday) and how I can save a few buck on Gas while I’m out…

Whether the days were luck or they were planned the net result is the key… Pickup some groceries, toiletries and some free gas (at $1/liter this seems tempting **) are likely in the near future for me.

The Results:

  • Twice to reach for both organizations
  • Added value to consumers for both organizations
  • Brand/Partner Harmonization
  • Double the impact and reach for this promotion and with the spaced timing of the two notifications

** 1 U.S. Gallon = 3.785 Liters

Author: Matt V - @emailkarma

Matthew Vernhout is a digital messaging industry veteran and Certified International Privacy Professional (Canada) (CIPP/C) with nearly two decades of experience in email marketing. Matthew is 250ok’s Director of Privacy, and he is currently the Vice Chair of the eec, after serving for several years as the Chair of their Advocacy Subcommittee. Matthew was recognized as the 2019 eec thought-leader of the year.

Share This Post On


  1. I just finished a post about email marketing in which I suggested strategic alliances with complementary businesses, so each company could gain exposure to the email recipients of the other. What a great and timely example! Thank you.

    Post a Reply
  2. I wonder if there is a similar strategy that website owners could take, i.e., online businesses? I offer my software for free if the customer buys your e-books, for example?

    Post a Reply
  3. JRS,

    That sounds a lot like Co-Reg and is fairly common.

    When done right It can be valuable for both parties involved.


    Post a Reply

Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.