This is an example of how you could approach an email marketing campaign for a B2B service that is looking to grow a business with a very specific target audience in mind.
This email marketing campaign idea was written as an assignment for the Strategic Copywriting certificate program at the University of Toronto. The information presented was created purely for the assignment, and intended as a demonstration only.
Product
Office Coffee Supply Service
The Campaign
B2B opportunity for companies to get a deal on coffee/snack solution for the office. The solution can include vending machines where employees pay for coffee/snacks, to employer provided solutions for smaller groups like business oriented Keurigs and Nespresso machines.
Target audience
Office Managers. small business owners, those with signing/spending power in an office environment. This is aimed more at small to medium sized businesses rather than enterprise level companies. It’s a solution that exists for people that lack the resources for mass market ones, and need something specially tailored for the start up crowd and businesses that are finding their footing.
The offer
3 months free at absolutely no risk. Free installation. Discount on yearly contracts after that.
5 emails
Cool – An article about office “Coffee Talk”. How small social interactions can actually help improve productivity. Written more more like something you might see on Facebook by your favorite aunt. Cute and friendly, not loaded with science and jargon.
Warm – A piece about the changes companies like Keurig and Nespresso are making to ensure that their pods are environmentally friendly. No direct advertising, but the emphasis is placed on product name and presenting them in a positive light.
Cool – A pictograph style mailing showing the different types of coffee beans and their countries of origin. Meant to be informational and the sort of thing you could drop in a casual conversation to demonstrate that yeah, you know a thing two about coffee.
Warm - “Gary’s story”. Gary is an office manager for a small business that was struggling with keeping people refilling drip machines and had grumpy staff all the time. Since switching to Acme Office Coffee Services though, the office is happy, there is less effort needed, and he can relax knowing that there is a hot cup of Joe whenever he wants one.
Hot – The pitch. Sign up today for three months absolutely free (X number of pods provided based on staff size). Then when, not if, you sign up for continued service, you get a solid discount for yearly commitments.
The email:
The email included here is the final one, the “Hot” one that is the big sell. The offer here is designed to be something very strong to incentive people to try the offer. There’s no risk, and three free months is plenty enticing. By the same token though, most offices will mutiny if you give them a free perk and then take it away, so there’s a definite incentive to stick with the service. This is followed up with a discount for those that sign annual contracts.
Subject: Get 3 free months of premium coffee for your staff!
Body:
This your chance to be the office hero! We all know that everyone in the workplace is tired of bland, sour coffee, having to be the one to make the next pot, or hitting the kitchen and finding less than a gulp left.
We have the solution!
(CTA) FREE FRICKIN’ COFFEE!
How does three months of coffee for everyone in your workplace sound? Pretty great, huh? Well, that’s the offer. We’ll install the machine(s) of your choice to fit the needs of your crew, and set you up with three months of premium, delicious, piping hot coffee for the low, low price of completely FREE. Absolutely risk free to boot!
We’re serious. Free coffee. You get all the credit. There’s a chance your co-workers put up a statue in your honour. It’s not likely, but they’ll totally give you a high five or two, which is almost as good, right?
We have a variety of machines available, and we can mix and match to cover the needs of your office. We offer the best of the best from companies like Keurig and Nespresso, which we will connect directly to the existing plumbing. No need for people to need to fill tanks!
Now we know what you are thinking. What about after those first three months? What if we told you that signing up for one of our annual plans could get you an exclusive offer of 25% off? Or that we offer multiple different solutions, from subscription services to individual pod orders? What works best for YOU? WE can make it happen.
Sign up today to try free months of mouth watering premium roast coffee, and not pay a single cent. BE the hero you were always meant to be!
(CTA) SIGN UP TODAY