Coffee brand Big Cup Little Cup and agency Genie Goals used Adestra’s MessageFocus to develop an email marketing strategy that would increase sign-ups and conversions. Designing a simple sign-up form and nurture program resulted in a 206 per cent increase in email sign-ups and a conversion rate of 33 per cent.
Being a new brand, available exclusively online, meant Big Cup Little Cup were relying on a restricted budget to help them maximise conversions from website visits and engage first-time customers to purchase again. Since the most valuable piece of data was email addresses, agency Genie Goals worked with them to figure out how they could use email marketing to its true potential.
In order to maximise conversions from the website, Genie Goals advised Big Cup Little Cup to capture more email addresses by moving the sign-up box to a more prominent position and incentivise conversion. The strategy also included using an automation series of emails to follow up with new subscribers and new customers, making them stickier at the time when they’re most engaged.
Adestra’s MessageFocus was selected as the email platform to help them bring this plan to fruition, due to its automation capabilities and easy-to-use split testing feature.
To implement the first part of their strategy Genie Goals and Big Cup Little Cup used Adestra’s Form Builder to create a simple sign-up form, which they placed above the fold on the latter’s website. They also tested the use of various incentives and discounts to attract more people to register; the winning option was a discount of 15 per cent.
Once this form is filled in, it triggers an instant automated email with the discount code so new subscribers can take advantage of the offer straight away and convert to customers. If they take this step, an automated series of nurture emails is triggered.
The first email in the nurture program focuses on tips and advice on how to make the perfect cup of coffee, whether a latte, macchiato, or other popular options. The second email in the series is sent seven days later and explains how to recycle coffee capsules and packaging, while the third one focuses on the origins of the coffee and is the first email to include a sales message.
The success of the email program has been overwhelming. In just six months, Big Cup Little Cup has had a 206 per cent increase in email signups and a fourfold increase in revenue, with more than 20 per cent of sales directly attributable to email. The welcome program was very successful, achieving a conversion rate of 33 per cent which translated to £12.59 revenue per email. The nursery program for first-time customers also brought great results with open rates of over 60 per cent across the program.
Genie Goals are now looking into implementing an automated replenishment program for Big Cup Little Cup. This will allow them to remind customers to re-order coffee capsules when they are running low, making them more loyal to the brand.