The Best Food Brand Emails - Quarantine Edition

As consumers, we're all itchy to get back outside and back to normal.

For too many Americans, figuring out how to pay the rent or mortgage has taken over our money concerns, and extra expenses like new clothing, specialty foods, and even daily Starbucks coffee have fallen by the wayside.

For others more fortunate to retain their income, spending has been cut because of a lack of access and need - no Easter Brunch meant sure, you might still buy a ham, but not the deluxe carrot cake from the local bakery. 

While we've all been finding small ways to share joy - perhaps by shipping Easter chocolates to loved ones, it's not the same as buying a tray of truffles for your office, and all your daughter's kindergarten class, and your son's math teacher, and your nieces and nephews.

As small business owners, it can feel like we're in between a rock and a hard place. On the one hand, it's easy to understand why people aren't spending on gourmet treats right now.

On the other hand, we still have our own leases to pay and lights to keep on, not to mention the staff members and vendors who's own livelihoods rely on GPG businesses staying open. 

But, as always, there is a way through this.

There's a way to win, not by brash hard sales, but through empathetic helpfulness. Blair Enns puts it this way: "Selling is not convincing. It is not your job to talk people into things. It is your job to look for people that you might help and then map out how you might help."

That's easier said than done, and often brings to mind a high-ticket consultative sales business.

But this approach is equally important for CPG ecommerce.

So in this post, I wanted to share a few examples of indie CPG companies that sending great emails right now.

And if you're looking for help with your food brand's email marketing, I'd love to help. Send a quick note: anna@annakbradshaw.com

1. Showcase your community

Askinosie Chocolate includes uplifting customer gift messages

Today they sent our a regular email - a "get this product while you can!" message. But instead of stopping there, they went a little further, acknowledging how awkward it is to say anything right now, and involving their community by sharing a couple recent customer messages.

2. Update your subject lines

McConnell's Ice Cream has been using current-context subject lines for their emails - even if it's a previously scheduled flavor launch.

3, Be generous

McConnell’s also went out of their way to spread a little kindness with intentional discounting. It doesn’t read desperate, it reads friendship.

4. Get creative with relevant offers

French Broad Chocolates created a new offer - package-free bars in bulk. In a time when grocery sales are up, but boutiques are shutting down, re-framing their offering as a pantry staple (if a luxury one), was a smart move, and ups their average online order value at a time when every dollar counts.

5. Send the kind of email you'd type to a friend.

O&H Bakery is a local shop in Racine, Wisconsin, but they've also built a nationwide ecommerce business. 

Remember, no matter the email format or style you choose, the theme for your message should always be Caring + Clarity. With your customer’s best interest at heart, you can’t go wrong.