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Email for food and coffee stores
A bag of beans has a life span. Your email should know roughly when it ends.
The moments that matter
Reorder timing
People run out on a fairly steady rhythm. An email a few days before the bag is empty is a service, not spam.
Freshness
Roast date and shipping day matter to your buyers. Say when it was roasted and when it ships.
Grind and brewing
Wrong grind, bad cup, no reorder. Help people brew it right in the first week.
New lots and seasons
Limited coffees and seasonal products give you a real reason to email. Use it.
Flows to switch on
For consumables, the after-purchase flow and the win-back flow work as a pair.
- Welcome: how you roast or make your products, and which grind suits which brewer.
- Abandoned cart: short and plain. One reminder is often enough for a lower order value.
- After purchase: brewing tips first, then a reorder reminder around the time the bag runs out. You set the delay.
- Win-back: for people who missed their usual reorder moment.
Segments to set up
Segments update themselves from your store orders. Start here.
- Bought in the last 30 days: probably still stocked, skip the reorder push.
- Ordered more than once: your regulars, first in line for a new lot.
- Bought from a category, such as beans, equipment or tea.
- No order in the last two months: overdue for a reorder.
Campaign idea: the new lot
When a limited coffee comes in, send it to your regulars first. Put the roast date in the subject line and the coffee as a product block. One email, one coffee.
In Reports you see revenue per email and which products sold. You will know quickly if your regulars want more limited lots.
Questions from food and coffee stores
How do I pick the delay for the reorder reminder?
Take the most common bag size and how long it lasts at a normal pace. Set the delay a few days before that. Adjust once you see orders come in.
Should I add equipment buyers to the reorder flow?
Not really. A grinder does not run out. Use a segment by category to keep equipment buyers out of reorder campaigns.
Can I send at the right time of day?
Yes. Campaigns can be scheduled per subscriber time zone.
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