Developing Story-driven Email Marketing Campaigns

relationship phase:

(note: 'Tcta' means 'transitional call-to-action' while 'Dcta' means 'direct call-to-action')

Tcta 1: coffee personality test for your workplace equipment. (if you don’t have an equipment yet, take a test to find out what equipment will work best for you?)

Tcta 2: free PDF about…

Tcta 3: free PDF about… and coffee personality test (1)

selling phase:

Dcta: free Santa Courier (a very generous courier who is diligent with the people’s needs). if not, here’s a coffee personality test for whatever equipment you have/coffee bean for adventurers…

2nd relationship phase:

if yes, Tcta: give a discount, or promo (anything to protect and nurture the goodwill)

if no, but they opened it, countdown Dcta: 50% off for your first month of company coffee courier*

if did not open, Tcta: PDF about… and coffee personality test (1)

*if yes, Tcta: welcome to the coffee club, here’s a gift for your next order

if no, Tcta: PDF about… and coffee personality test (1)