We just heard from a user in an area with a lot of Scottish customers who shared something he had just tried for the first time. He also gave us permission to share the idea with our other users.

Knowing that Robbie Burns Day (important to people who are interested in Scottish heritage and history) was approaching he searched his customer database for all names that started with "M". He then quickly pared the list down to names that looked Scottish (MacDougal, MacLennan, etc.) manually.

No doubt this left many Scots out (Stewarts, Campbells, etc.) but it was a quick way to do an experiment. He thinks that next year he may start with the full list and select all Scottish sounding names manually.

He then sent these customers an email reminding them about Robbie Burns Day and got some orders as a result. He also received some emails thanking him for the reminder and he believes that even when he did not get an order his email strengthened the bond with the customer.

I wish we could have got this one to you sooner but we only just heard. Please mark this in your calendar for next year!

PS Burns Day is January 25 each year.