“Don’t pretend to be my friend At the beginning of the pandemic, I got a flurry of emails from companies and stores who were all very keen to be my friend and help get me through these tough times. The CEO of Woolworths started emailing me personally and including a picture of himself. ‘Dear Kitty,’ he wrote, before going on to tell me all sorts of tales about the crazy capers the Woolies staff had been up to that I can’t quite remember (he did get on a bit, I think he might have been lonely). Furniture store West Elm also emailed to say they had my back. Thanks, guys! Specifically, they wrote: ‘Whether it’s keeping the kids entertained or getting creative in the kitchen, West Elm is here to help.’ I was delighted. I wrote back to let them know I didn’t have an kids but that I could sure use a new sofa given that I was doing a lot more sitting on my arse these days. Maybe my email went to their junk folder, I don’t know, but I never did hear back from them.” HumourMarketingEmail Book:More Rules for Life: A special volume for enthusiasts Source: More Rules for Life: A special volume for enthusiasts