Whatโs in this article:
- Chipotle reported 133.9% growth in digital sales in Q1 2021 and it only spends 3.3% of its revenue on marketing
- The Newport Beach-based fast-casual restaurant chainโs email marketing is spot on in a number of ways โ other brands can take example
This article is basded on a Twitter thread by Alex Garcia, (whoโs doing Social for TheHustle โ acquired by @hubspot.)
After reporting its financial results for the first quarter, itโs clear that the Mexican Grill chain is off to a great start this 2021. Its digital sales soared 133.9 percent YoY to $869 million and account for 50.1% of overall sales โ thatโs definitely impressive!
Become the best CRMer you can:
CRM Hack: Monitoring the Userโs Heartbeat
What Does It Mean to Treat a Customerโs Email With Respect?
To Lock or Not to Lock Customers (into CRM Journeys)
What the Efforts to Promote Responsible Gaming Look Like Form the Inside
โAs vaccines roll out and we get closer to moving past this pandemic, I believe Chipotle is well-positioned for growth. Iโm excited about our future as we remain focused on innovating in culinary, leading in food with integrity and providing convenient access inside our restaurants and through our expanding digital ecosystem,โ said Brian Niccol, Chairman and CEO of Chipotle.
So, letโs take a look at six of Chipotleโs emails to see how they do it โ as it was broken down and posted to Twitter by Mr. Garcia.
#1 โ Educating
Through their email marketing initiatives, Chipotle aims to inform their eco-conscious customers โ primarily Millennials and Gen Zers โ what theyโre doing to make the world a better place.
2. Inform
Chipotle has put an emphasis on targeting Millennials and Gen Z through their marketing efforts.
This email is a perfect example.
Why?
Millennials and Gen Z love eco-conscious brands.
And while this email isnโt sexyโฆ pic.twitter.com/qJWCOG6roo
โ Alex Garcia (@alexgarcia_atx) April 28, 2021
Global Leadership Bulletin describes this idea as corporate social responsibility (CSR), or โan ethical management concept where companies aim to integrate social, economic and environmental concerns along with the consideration of human rights into their business operations.โ
#2 โ Choosing Wisely
Though there are always tons of general trends and upcoming events to choose from โ like National Wine Day, National Pet Day, National Sleep Day, etc. โ Chipotleโs rule of thumb is only to mention those relevant to your brand.
And so, on National Guac Day, Chipotle sent this to customers:
Super cute and relevant!
#3 โ Incentivizing/Rewarding
Providing customers with promotional offers that make sense is the perfect CRM tool that never gets old. To make Mondayโs better โ Chipotle provides customers with free delivery and rewards them with points automatically for ordering.
And they send out the email to customers on a recurring basis to keep their mouths watering, every Monday:
#4 โ Top-Notch Creativity
It never hurts to have a killer design team that nails every ad. Art encourages users to interact with your email and read the copy. Chipotle is revolutionizing emails with its state-of-the-art imagery:
#5 โ The Trend is Your Friend
When it comes to social media, itโs clear that TikTok is the platform thatโs shaking up all the latest trends. Chipotle knows how to conquer the platform by creating and sharing the right kind of videos.
One of its latest TikToks, a promo about a food hack definitely got the attention it deserves:
@chipotleWe put this in our app because itโs THAT good. Get the Quesadragon in the featured section (via @newt ) #chipotle #quesadilla #dragonsauce #fypโฌ original sound โ Chipotle
And they also made sure to announce it to customers via email.
#6 โ Relevancy/Timeliness
Acknowledging National Burrito Day held annually on the first Thursday of April makes sense for the brand, right?
This month, though, it happened to fall on the same day as April Foolโs, and Coinbase was set to go public on the Nasdaq stock exchange.
So, Chipotle took it a step further by turning it all into a fun crypto game with their emails:
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Once youโre feeling inspired and ready to boost your email marketing efforts โ take these six emails and apply them to your brand. It might just do the trick.
Follow @alexgarcia_atxย for more marketing breakdowns, copywriting tips, how-tos, campaign dissection, etc.
The post Hot Off Twitter: Top Email Marketing Examples from Chipotle appeared first on Post Funnel.