How a 7-figure D2C coffee brand converts email subscribers

Breaking down Grind’s email flow

Hi there,

If you’re a fan of coffee like me, you’ll definitely have heard of Grind. If you’ve dared the crowded London underground you may have spotted some of their baby pink ads as you try to block out the screeching noise of the Central line.

They stand out for a simple reason: they really get what coffee drinkers are looking for. They're clear about what makes their coffee special, weaving their care for the planet and their own unique story into everything they do. 

So how do they convert those potential customers? For D2C brands your welcome flow is a top five in driving new sales so it’s key to get it right. Lola Hylander and I decided to deep dive into their welcome flow and try and figure out how they’ve grown so fast. 

Email 1: Welcome to Grind

The classic: join our list and get 10% off. The minute you join this email pops in your inbox. Nothing beats a bit of instant gratification. We don’t find it the most creative, but if it works, it works. We love that the pain point is addressed in simple, non-coffee snob terms - you don’t need to leave the house to get barista-quality coffee. 

There are clear values and CTAs: be the first to know, exclusive discounts and be sustainable. We sometimes assume because someone has signed up to our email list they are already sold on it. No, they are sold that they want a discount, not that they want to read the many emails you still plan to send.

Email 2: What blend will you choose?

The comparison chart is clear and effective, these can be hard to keep simple enough for email - although it is worth highlighting Lola’s point, “I find the price comparison a bit disingenuous, as they’ve used a single price for Nespresso compared to a ‘get started’ price for themself.”. 

With a comparison chart you really want to compare like for like to build trust and also we prefer to say at least one or two things the other brand does well to not make it a completely one sided story. 

Lola also had the great idea of using this email to share a  quiz to help you decide what type of coffee is right for you.

Email 3: The best coffee in town is here

Three days later and several cups of coffee enjoyed since then, we got email 3. Some well written copy to start it off, lots of strong social proof: 

• Reviews in Trustpilot format

• Number of total reviews mentioned 

• Very human relatable headings

• In-depth reviews

Tick, tick and double tick! We approve. They continue to layer on the proof heavy: partner of Soho House and also lots of physical locations (even if you aren’t near them it builds credibility). 

Our theory? This email was segmented on non-purchaser, it knows we haven’t used our welcome discount so it’s highlighting that again in the header and trying to build credibility. Bonus points for practical and directive CTAs vs the vague “learn more”. 

We’ve done an in-depth breakdown of all 6 emails of Grind’s welcome flow. For more lessons on converting potential customers through social proof, clear USPs and meticulous branding, read the full article here.

So should you copy Grind?

Grind is great at highlighting what people want, with clean designs, social proof and more to push people over the line. But we wouldn’t say a hell yes to blindly copying them.

There's room for a tweak or two. For the average coffee drinker, who definitely isn’t a coffee snob, choosing from Grind's extensive range can feel overwhelming. Especially as you only get shown it once in email 2. Not everyone wants to be a coffee expert; some just want to enjoy their drink, be guided into making a choice.

Grind is on the right track, but making things easier for their customers could really seal the deal. A more straightforward approach to buying coffee and a clearer focus could make everyone feel welcome. 

After all, ordering a great cup of coffee online should be as easy and enjoyable as drinking it.

Chat soon,

Daphne.

P.S. I'm just rounding off a project this month and have space for one new one this June. If you are struggling with a growth slowdown or how to speed up your growth as a wellness or eco-friendly D2C startup feel free to book a free 30 minute call here. We can discuss what your challenges are and whether I'd be a fit to support you.

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