Email Marketing Automation Wins Back Customers for Henry's House of Coffee
In San Francisco, coffee is serious business. Yet 500 of the customers who had signed up for the e-newsletter from Henry’s House of Coffee had never purchased its bean-based beverage.
That just would not do.
Challenge: Win back customers
Solution: Mailchimp email marketing automation
- Reactivated 1 in 5 customers in 2 years
- 37% open rate
- 7% CTR
So Hrag Kalebjian — in business development and operations at Henry’s — pored over the e-newsletter’s 6,000 subscribers and found 3,334 to whom he wanted to send a deal. He hoped everyone would like the $5 off email, sent via Mailchimp’s email automation cloud.
“I generated the email in April 2017 and so far,” he said in July 2019, “I have generated $4,400 worth of sales, and won-back 121 customers. I have a 37% open rate, and a 7% click rate; which is almost twice the rates of what I normally see in my other emails.”
The email automation is set to send at six and nine months, if the subscriber doesn’t buy from Henry’s. Kalebjian now uses those two emails for 25% of the e-newsletter list, helping increase the coffee company’s customer retention rate from low 20% numbers to 35%.
Even though he automated and personalized the email sends, he hasn’t automated the responses. He also uses two platforms outside of the Mailchimp marketing cloud.
“I use Instagram and Facebook for acquiring new customers,” Kalebjian says.
But otherwise, Mailchimp is his cup of joe for his marketing mix and has been so since 2015.
“With Mailchimp, I use product reviews, monthly newsletters, and purchase segmentation emails,” Kalebjian says.
So, win-back emails will continue to flow to inactive subscribers, ensuring Henry’s House of Coffee maintains a steady stream of customers.