Email Campaign and Web Copy for The Traveling Shepherd Coffee Company

Client

The Traveling Shepherd is a local coffee company that provides a curated selection of fresh, high-quality specialty coffees from more than 25 countries, roasted locally with care. It specializes in offering positive, personal experiences to customers in addition to delicious and unique coffees.

Challenge

The client wanted to increase his online sales and keep his brand top of mind for customers throughout his operating season. This was challenging, given his primarily in-person presence at local farmers’ markets and special events.

Solution

I proposed improving the client’s online and digital presence through a seasonal email campaign and website enhancements.

Discovering life-giving coffee, connection, and community this Thanksgiving

The first in the email campaign was a Thanksgiving email, sent early in November. The goal was to set the tone for a month full of gratitude and connection, and to boost online coffee sales. The subject line, “Discover life-giving coffee, connection, and community,” secured a 49% open rate, outperforming the restaurant industry average of 20-25%. Leading with the client’s value and speaking to his target audiences’ deep desires helped achieve that rate.

The headline “Let’s Find Common Grounds this Thanksgiving” invited customers to come together to find unity and harmony over coffee, amidst a season that can often be divisive, especially in an election year. The copy throughout conveys the client’s brand voice with encouraging, uplifting, friendly, warm, welcoming, and authentic words.

The copy led customers through the email, giving them concrete ways to unite. From reconnecting with an old friend to sharing common grounds at their Thanksgiving table, readers had many options to envision themselves receiving life-giving coffee, connection, and community.

Clear CTAs like “discover rare coffees,” “find your flavor,” and “explore and shop” gave customers many chances to click through to the client’s website and make a purchase.

This email increased online revenue and set the stage for continued positive touch points with customers.

Embracing Light and Warmth in Winter

The second in the campaign was a winter solstice email. Its goal was to invite customers to view the client’s coffee as a source of light, warmth, and peace during the onset of a cold and dark winter. The subject line, “Savor cozy coffee moments and share the joy,” got readers’ attention and resulted in a 53% open rate. This outperformed the restaurant industry average of 20-25% and the open rate of the first email in the series of 49%.

Speaking to the target audiences’ deep desire for warmth and joy in anticipation of winter made this subject line resonate and stand out among Inboxes full of “salesy” emails. My client’s customers may have also been excited to learn about his holiday specials.

The tone throughout emphasizes light, warmth, simplicity, connection, and peace. For example, the headline leads with “Ground Yourself in Simple Pleasures,” speaking to simplicity. The first paragraph invites customers to “Bring more light into your home this winter,” and to “Say goodbye to the frenzy. Say yes to simple, delicious coffee rituals that slow time down and ground you in the present.” This tone spoke to customers’ deep desire to experience true peace and connection.

The copy is chunked out into easy-to-scan sections, making it visually appealing and reader-friendly. Headings like “Skip the holiday rush,” “surprise and delight,” and “enjoy a timeless moment” invite readers to keep reading. Buttons with clear CTAs like “Shop while supplies last” and “shop now” make it easy for readers to take the next step. Warm and festive images placed strategically throughout also make the email a pleasure to open and read.

The copy, tone, design, and CTAs all worked together to help readers open, read, and take the next step with my client. The email achieved a 5% click-through rate, exceeding the restaurant industry average of 1.5%. It resulted in increased online sales and strengthened my client’s brand and relationship with his customers during a meaningful Christmas season.

Explore Unique Global Coffees, One Cup at a Time

I also added copy to the client’s shop page to illuminate the benefit of his coffee, drawing customers in and inviting them to explore and shop. The headline “Explore unique global coffees,” catches readers’ attention. Phrases like “from the comfort of your home,” and “personal connection or peaceful reflection” connect with his target audience’s desires and needs.

Sensory language like “volcanic soils of Costa Rica to the lush, green highlands of Ethiopa” help readers imagine themselves experiencing rich coffee traditions. A clear CTA of “Explore my coffees and shop,” invites customers take the next step.

I also created a “Find Your Flavor” section to give readers guidance on selecting a roast. The content is designed to improve the user experience and boost engagement and purchases.