Email Marketing

Boarding Pass Coffee’s email strategy is designed to engage current and potential customers by collecting contact information through various digital and in-store touchpoints, and then delivering tailored messaging to foster brand awareness, engagement, and loyalty. To build its email list, Boarding Pass Coffee will leverage its existing digital channels, such as website sign-ups, social media campaigns, pop-up forms, and in-store collection methods. For example, a QR code at the café can simplify the sign-up process, while social media promotions can drive sign-ups by offering exclusive discounts or behind-the-scenes content. Additionally, paid advertising on platforms like Google Ads and Facebook can target local coffee enthusiasts with special offers and entice them to join the mailing list. Partnerships with platforms like The Local Palate will further amplify email collection through co-branded promotions.

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Messaging Strategy and Goals

The email campaigns will be segmented based on specific customer engagement stages. The primary goal is to build awareness, foster engagement, and encourage customer loyalty. Each email will have a tailored message that aligns with these goals:

• Brand Awareness: Aimed at new subscribers, the message will introduce them to Boarding Pass Coffee’s unique offerings. For example, a welcome email might include a 10% discount on first purchases and invite subscribers to explore the "coffee adventure" through unique roasts. The conversion goal for this campaign is to increase first-time purchases from new email subscribers.

• Brand Engagement: To nurture existing customers, the focus will shift toward offering them opportunities to engage with the brand through events like coffee tastings. Emails will emphasize the community-building aspect of the brand and encourage participation. The goal here is to increase sign-ups for events and ongoing engagement.

• Brand Loyalty: For loyal customers, emails will highlight exclusive offers like discounts on future purchases, rewarding them for their ongoing support. The goal is to drive repeat purchases and enhance customer retention by strengthening loyalty.

Conversion Goals for Each Campaign

• Brand Awareness:

  • Conversion Goal: Increase first-time purchases from new subscribers using promotional discounts or special offers.

• Brand Engagement:

  • Conversion Goal: Drive event sign-ups for coffee tastings and other experiential events, increasing customer interaction with the brand.

• Brand Loyalty:

  • Conversion Goal: Boost repeat purchases and deepen engagement with the coffee club, increasing long-term customer loyalty

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Distribution Strategy Across Channels

To maximize reach, Boarding Pass Coffee will not only use email but also distribute key messages through other channels like social media and RSS feeds. For example, Instagram and Facebook Stories will promote exclusive email sign-up offers and limited-time deals, while encouraging user-generated content through hashtags like #BoardingPassCoffeeExperience. This social proof can build a sense of community and help attract new customers. Additionally, RSS feeds will be integrated to keep subscribers updated on the latest blog content, enticing them to join the email list for even more exclusive content and offers.

By creating a multi-channel strategy that integrates email, social media, and partnerships, Boarding Pass Coffee will effectively engage with its customer base, increase brand visibility, and encourage repeat business. This comprehensive email strategy will support growth and foster a loyal, engaged community of coffee enthusiasts.