This is a story that will help you grow your online business with smarter email marketing.

While you read this story of Kirkvik, I refer to his knowledge about all his clients was written in a book and inside his mind.

When you read this, you should imagine this information to be inside Kajabi as data with a tag system done throughout a lead generation strategy for your business. 

Why relationship email marketing? 

I am returning more and more to the old, which is the reincarnation of relationship marketing. 

Was the old merchants the best? They built relationships.

In this story, I will take you through the principles of growing your business from the inside out through more effective email marketing. 

As you will see, it’s pretty much the opposite of typical email marketing- and at the end of this story, you can go to the next chapter.

If we study a merchant in my hometown in Norway, Kirkvik, he was a master at building relationships.

"Now, Mrs Hansen, take these chocolate spots and give them to your husband. I know he likes them so much."

When Mrs. Hansen came home, her husband's two friends were there for a coffee. They were from out of town.

When Mrs. Hansen took chocolates out of the bag, they heard her husband's greeting from Kirkvik. And, of course, everyone got to taste the spots.

Many months later, the days had become shorter, and Christmas was approaching.

Kirkvik had a large book on a counter.

The counter was narrow and against the wall. The counter had a big glass showcase. Customers could see the meat in the showcase.

There, he noted down what customers bought on credit. 

Because people did it that way at that time. At least in a small, sleepy town in northern Norway in the 60s and 70s.

My mother would send me down to Kirkvik with a note to buy small things, and then she would stop by later to pay. 

Other mothers in the neighbourhood would do the same with their daughters and sons.

Some moms took care of younger kids, so leaving was hard. Plus, it was a quick 5-minute walk for most people nearby.

Kirkvik had a complete overview of the customers in the book and his mind. He knew what they bought and the names of their children.

Kirkvik had also noted in the book that Mrs. Hansen would come by on November 14th.

She was to pick up meat for lamb rolls, head cheese, and 5 kilos of herring that she would use to make pickled herring.

For example, it was tomato herring and other treats for the family to enjoy at Christmas.

Kirkvik had a secret plan because he talked to his spice supplier in another town. Mrs. Hansen didn't know.

Kirkvik wanted spices for his own sausages, as they were also widely known for.

He made them in a room next to the store, but there was also talk of spices for head cheese and rolls to clients. 

And he had Mrs Hansen in mind when he ordered the spices.

Mrs Hansen visited the store on a busy Friday afternoon before Christmas. 

Kirkvik spoke:

Recently, I received fresh spices from my supplier in Bergen. This supplier also provides spices for my sausages. Additionally, they sent me new spice blends that are perfect for lamb rolls."

"I put a box of these spices in one of the bags so you can try it on one of the rolls." "It's supposed to be excellent quality."

"No, thank you, Mr. Kirkvik." "You're indeed a thoughtful man."

"Yes, my husband speaks so often about you. We are so pleased to have you in our neighbourhood. "

"Thank you, Mrs. Hansen. Here, we do our best for our customers. That's why we're here."

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I based Kirkvik's story on events from my upbringing in the 1960s. His store was in our neighbourhood.

Even if this story is somewhat fictional, it gives you a view into the world of natural marketing.The reincarnation of relationship marketing.

I'm sure everyone involved in marketing has something to learn from this. 

The substantial effect you can get is If you take Kirkvik's practices and today's possibilities, something compelling is emerging, use segmentation of leads and turn from push email marketing into relationship email marketing. 

The effect will be:
- if will be easier to attract potential leads
- your email marketing will engage more leads
- you will delight more customers

And this is how you will grow, work less and earn more - from your email list. In the next chapter, you will learn all this. 

Learn segmentation here