The Challenge

AwardWith an unforgettable DC-3 aircraft as a mascot and a loyal hometown following, The Roasterie is a local Kansas City specialty and direct trade coffee company that uses a convection air-roasting method to ensure a superior cup of coffee. The company is committed to sourcing the best green coffee beans from around the world at a fair price, and they believe in partnering directly with farmers in a mutually beneficial direct trade relationship. 

The Roasterie ran their first Cyber Monday email campaign in 2017 and received award-winning results, including recording the best online sales day in the company’s history, a 23.3% increase in profit over 2016, a 24.4% increase in orders placed in 2017 compared to 2016, and 5x more revenue in 2017 than in 2016.

For the 2018 holiday shopping season, The Roasterie wanted to beat their 2017 successes. Leveraging slightly modified email creative developed by emfluence in 2017 and strategy suggestions from the emfluence account management team, The Roasterie made the following tweaks to the 2018 Cyber Monday email campaign:
-Extended the Cyber Monday free shipping offer for the entire weekend versus one day
-Sent out two emails, three days apart
-Promoted the Cyber Monday sale on their website in addition to through their mailing list

The Solution

The slight modifications to strategy and creative worked. From the two emails sent, The Roasterie saw the following improvements over the award-winning 2018 Cyber Monday campaign:
-28% increase in sales the month of November (2017 vs. 2018)
-36% increase in orders the month of November (2017 vs. 2018)
-6.5% increase in orders placed in 2018 compared to 2017
The Roasterie Cyber Monday 2018 Campaign slide #0

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