Come one, microroasters and roaster-cafes, come all: now is the best time to improve your coffee marketing strategy.
There are more than a few transparency problems in coffee, from inaccurate green packaging to frustrated farmers. Roasters have their work cut out for them managing single-source coffee, keeping up with certifications and appealing to their own unique slice of the market. Customers want to know the bag of Arabica coffee they’re getting comes from somewhere they can see. Somewhere they can practically touch, albeit through the polished image of a persistent vlog and blog campaign.
When you don’t line up actions with words? It will plant a seed that will grow out of your control.
Email marketing is one of the most affordable and effective methods of building trust — it boasts an average of $38 for every $1 spent and is used by over 90% of B2B marketers today. Email is a constant reminder that your roasting technique isn’t like anyone else’s. It’s more one-on-one than social media, while not as noisy as banners or autoplay videos.
Here I’ll be taking a look at email marketing strategies that are designed to weave through the trust and transparency issues plaguing the coffee industry, as well as a few ideas you can try out immediately.
Let’s get started.Continue reading “The Coffee Marketing Compendium: How Roasters Build Trust With Email Newsletters”