Thanks Arda for sharing your insights with the Klaviyo Community! Some key tactics for success from the call (jump to minute 35 for this section):
- Audience segmentation
- Early access works
- Scarcity messaging
- Relevant timing
- Email to SMS can drive engagement
- Urgency messaging
- Make sure Creative considers email
- Leverage different mediums and voices
- Consider post-purchase
There were 2 questions on the call we were unable to get to:
- What were your key strategies to build that loyal audience from the early stages? What worked best? Building loyal audiences can be very simple using segmentation - look at users who are leading in repeat purchases or have high engagement with email. There are already loyal audiences in your list, you just have to start testing ways to identify them and start treating them as such. Find 10-20% of your audience that looks like the best audience and start adding in touchpoints to your campaigns specifically for them, simply enough by providing early access to new releases or VIP offers.
- How much time did it take to actually launch? The stellar campaign was a very tight window because of our product development and launch timeline. From getting the product in hand, to photographing the assets and building the emails - we executed this all in about 3 weeks leading up to the launch.
Thread any follow up questions or takeaways that you would like to share with the Community!
About Cometeer
Cometeer has been creating a buzz in the industry by setting themselves apart in many different ways and winning several accolades such as one of TIME’s best inventions in 2022, the Best New Product Award by Specialty Coffee Association, and Best Coffee Subscription Product from USA today. Bon Appetite called it “the easiest way to enjoy a great cup of coffee” and as as a self-proclaimed coffee snob, I enthusiastically agree (I’m a huge fan)!
I had the pleasure of getting to know Arda and Cometeer in preparation for the upcoming fireside chat. Let’s learn a little more about Cometeer!
Revolutionizing the coffee-verse
“At Cometeer, our mission is to create massive positive change in the coffee-verse by making it far more accessible to enjoy amazing coffee. We’re committed to making coffee more fair, more delicious, more sustainable, and more future-forward. With our cutting-edge brewing and freezing technology, we’ve revolutionized how coffee is brewed, stored, and enjoyed.” They accomplish this mission by offering:
- The highest quality beans from roasters like Intelligentsia, Counter Culture, Equator and more.
- The world’s most advanced brewing - created by an MIT engineer to extract more flavor and aroma than previously possible.
- Delivered to your kitchen hyper-fresh - liquid nitrogen locks in the aroma.
- Any café drink in seconds - without the machine—or the café line.
Preserving complex coffee flavor
Cometeer was born from the discovery that flash freezing is the best way to preserve complex coffee flavor. Founded in 2015 by Matt Roberts and Doug Hoon, the journey began with years of research and development to create the perfect coffee brewing and preservation system. They set out to solve a long-standing problem in the coffee industry: the loss of freshness and flavor over time. The solution? Precision-brewing coffee to peak perfection and then flash-freezing it at -321°F to lock in every nuanced flavor note. “This innovation, combined with our partnerships with the world’s best roasters, allows anyone to enjoy specialty coffee at home in seconds—without the need for expensive equipment”.
For anyone, anywhere
Cometeer has unlocked the ability for anyone, anywhere, to enjoy perfectly brewed specialty coffee with no equipment or expertise. And it’s not just black coffee - capsules melt down to create the perfect iced coffee, latte, espresso martini, or more, in just seconds. “We’re excited to see our customers embrace specialty coffee on a whole new level by discovering unique origins, tasting profiles, and coffee recipes”.
What’s next for Cometeer?
“Our mantra at Cometeer is to make coffee better every day”. This year, they are sourcing their best coffees yet - working directly with some of the world’s best farmers and roasters to bring new flavor profiles, coffee varietals, and processing methods to the world. With their new custom-build Coffee Marketplace (called Build Your Own Box), it’s now possible to feature 50+ coffees across every country, roast level, and flavor. They’ve also developed a personalized recommendation system to curate the perfect coffee for every customer based on their preferences and order history.
“Our marketing this year will focus more than ever on the stories behind the coffees, straight from the farm, to show you every step that goes into making the perfect cup of coffee. From factory tours, live coffee tastings, and engaging experiences, we want to help the world discover better coffee”.
