wiki/knowledge/email-marketing/crazy-lennys-epic-employee-campaign.md · 457 words · 2026-04-05
Epic Employee Email Campaign
A direct email campaign targeting the ~5,600 Epic Systems employees in the Crazy Lenny's trade area, approved during the 2023 review / 2024 strategy session. The campaign aims to convert young software commuters — an already-growing buyer segment — into e-bike customers.
Background
Epic Systems is a large medical-software company located roughly six miles from the Crazy Lenny's store. Steve Lindenau noted that Epic employees already make up a meaningful share of existing customers and refer colleagues organically. A formal direct-email push had not previously been attempted, partly due to historical complications with a former owner's board seat at Epic. That constraint no longer applies.
During the strategy meeting, Mark Hope identified 5,600 Epic employee contacts with email addresses in Asymmetric's CRM and proposed sending a targeted outreach email. Steve approved the idea on the spot: "Let's give it a shot."
Rationale
- Commuter fit. The eFlow Class 3.0 (28 mph, 70-mile range, 58 lb) was specifically called out as "a perfect bike" for young software professionals commuting to a campus-style workplace.
- Warm audience. Epic employees already visit the store via word-of-mouth; the email formalizes and scales that channel.
- Addressable list. 5,600 contacts are already available — no list purchase or partnership required.
- Low cost. Email send cost is negligible relative to potential ticket size ($2,000–$4,000+ per bike).
Campaign Parameters
| Parameter |
Detail |
| Audience |
~5,600 Epic Systems employees |
| Primary message |
E-bike commuting to/from Epic campus |
| Featured product |
eFlow Class 3.0 (and broader commuter lineup) |
| List owner |
Mark Hope (Asymmetric) |
| Approval required |
Steve Lindenau (Crazy Lenny's) before send |
Action Items
- [ ] Mark Hope — Pull the 5,600-contact Epic employee list from CRM; draft email copy; send to Steve for approval before deployment.
- [ ] Karly Oykhman — Ensure updated eFlow Class 3.0 sales sheet is ready to link or attach; coordinate send timing with Mark.
Key Considerations
- Tone. Position around commuting utility and campus proximity, not recreational riding. Emphasize the 6-mile commute distance and Class 3 speed.
- Compliance. Confirm CAN-SPAM compliance; ensure unsubscribe mechanism is in place. These contacts have not previously opted in to Crazy Lenny's marketing, so the email should be a one-time cold outreach with a clear opt-in path for follow-up.
- Follow-up path. Consider pairing with the [1] initiative so recipients who visit the store can be captured for ongoing nurture.
- eFlow brand. The campaign is an opportunity to introduce the eFlow brand to a tech-savvy audience that may respond well to a purpose-built, in-house product story.