A bit more about email marketing

The three big email marketing questions

Article by Mimi McIntyre, Marketing Officer


When should you email your customers?

Let's start with how often you should email your customers.  First up, we recommend always emailing your weekly specials on the day that they start, with links to purchase in your online store.  We also recommend spending five minutes looking at a calendar and marking out some big events in the coming months which you could build these weekly email campaigns around.  

For many grocery stores 'back to school' and Easter are good events to look at in the first half of the year. For these events start by including suitable products in your weekly email to keep your business top of mind for customers when making purchasing decisions about that event.  For example, to take the 'back to school' option, you could promote something like 'A week of lunchbox sandwiches for $10!' and a shopping list of items to make it happen in your weekly email.  This would demonstrate value to customers and provide them with the information they need to make it happen.

A rule of thumb - try to avoid emailing your customers more than twice a week. Email fatigue is a real thing, and you don't want them to switch off from reading your emails when they hit the inbox. 


What should you email you customers about?

Other than weekly specials, what should you put in your weekly email?  The list is pretty endless really, but here are some of our suggestions:

  • General news from your business
  • New products in store
  • Recipes
  • Community noticeboard
  • Updates on opening hours
  • Link to your online store
  • Coupon code for first time online shoppers
  • Dates and times for in store tastings and events
  • Member's only specials and rewards
  • Online only specials
  • Contact details for how customers can get in touch


How do you increase customer engagement?

This is the big one and, quite frankly, there's no single solution and it takes time to get it right.  Mailchimp will provide statistics on who is opening your emails and what they're clicking (engaging) with when they do, and this will be your best indicator of success.  

Generally, you should aim for a 30-35% open rate at minimum, and 7% click rate.

Actively test new pieces in your weekly emails to see which things your customer group engages best with, and cycle through items till you find a mix that works.

At the end of the day, customers are looking for value and interest from your email marketing messages.  If they don't see a level of value in it, they won't open it, so keep this top of mind when preparing your weekly emails. 


Bonus, what would our first customer email look like if we were a grocery store?

If we were a grocery retailer starting out with email marketing and looking to send our first email, it would have the following:

  • Our logo in the top banner image
  • Weekly specials with the ability to click through on items individually into our online store
  • A shop online now button, with an offer of '$10 off your first online order'
  • A link to a recipe which uses some of the items on special that week
  • Contact details for our business


Thanks for reading! If you have any feedback or queries relating to email marketing please email mimi@myfoodlink.com.

Contact Us

Myfoodlink Pty Ltd

Level 3, 65 Murray Street
Hobart 7000

Australia phone 03 9340 8292

New Zealand phone  09 888 4000