Email Marketing Strategy and Funnel Design
Maximizing Email Capture & Lifecycle Segmentation for an Independent Cafe
A small independent cafe wanted to grow its email list and use it more effectively to drive repeat visits and customer loyalty. They were collecting some emails at counter initiatives but weren’t maximizing their opportunities to grow their list or engage with their following.
Optimizing Email Capture for Growth
We implemented simple but effective changes to increase email signups:
- Optimized in-café signups: Added a tablet at the counter and QR codes on tables to encourage customers to join the list.
- Online ordering & Wifi opt-ins: Customers ordering online were now opted in by default and, when connecting to café WiFi, were prompted to subscribe.
- Exclusive incentives – Offered a free coffee or discount on their next visit for signing up.
Result: The cafe’s email list has grown from 1,500 to now over 7,000, creating a stronger, more engaged customer base.
Smarter Segmentation Based on Customer Behavior
Instead of sending the same emails to everyone, we created automated lifecycle campaigns that encouraged return visits:
- Customers who had only ever bought coffee: Received an email with a discount on their next lunch visit and a highlight of the café’s best-selling items.
- Lapsed customers: If they hadn’t visited in a while, they received a win-back email (“bring a friend and their coffee is on us”).
Results & Impact
- Higher engagement & repeat visits: Customers were more likely to return thanks to targeted incentives.
- Better email performance: Personalized offers increased open rates, click-through rates, and in-store redemptions.
- Email became a reliable sales driver: A simple but effective way to keep the café top-of-mind without requiring daily promotions.
By making small, strategic improvements to email capture and segmentation, we turned the business’s email list into a powerful tool for customer retention and repeat business.
