I’m joined by Erin Hoffman, director of ecommerce at Door County Coffee, to discuss the shifting consumer coffee market and how they use email marketing to engage customers and drive revenue. Erin starts by discussing how the shifting in-home coffee demographic impacted their digital marketing strategy (9:00 ). She outlines how their email marketing team is organized and how it contributes to their overall online marketing revenue (14:30 ) before diving into their send cadence, message content, and segmentation (17:40 ). Next, she addresses the challenge of handling unengaged subscribers and then discusses their automated email programs (22:50 ), focusing on welcome series, cart abandonment messaging, and their repeat purchase program (33:30 ). She describes the specific challenge of converting a purchaser into a subscription service customer before explaining how they doubled their subscriptions and increased customer AOV with a few changes to their membership benefits (36:50 ). Finally, she imparts some content marketing insights (41:30 ) before ending with some fun facts about coffee. 

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Greg Zakowicz

Twitter: https://twitter.com/WhatsGregDoing

LinkedIn: https://www.linkedin.com/in/gregzakowicz

Door County Coffee

Website: http://www.DoorCountyCoffee.com

Erin Hoffman: Erin@DoorCountyCoffee.com

Bronto Marketing Platform

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Twitter: https://www.twitter.com/Bronto

Website: https://www.bronto.com/