King Arthur Flour Blends Content With Offers
King Arthur Flour (KAF)—America's oldest flour company, founded in 1790—not only puts its products on the shelves of grocery stores across the country, but also has a strong online presence, including a store, Baking Circle community, blog and more. And when it comes to its subscribers' inboxes, KAF knows how to cut through the promotional clutter by offering a very important thing: content.
The flour company recently sent an email with the subject line "Free shipping on your $60 order." The offer is enough to make you curious, and when you open the email, you're greeted with something even better (in my opinion): the image of gorgeous sourdough pretzels and a link to the recipe, so you can make them yourself!
KAF understands that its subscribers want recipes as much as they want a good deal on baking ingredients, so it only makes sense to offer both within the same message. And once realized that they can always access recipes through KAF emails (there's a "Recipes" link at the top of each message, taking you to the recipes landing page), why won't subscribers open each message? It's a wonderful pairing of promotion and content, delivering exactly what King Arthur Flour customers want each time.