E-mailing Calls: Newsletters That Make You Saliva

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Here is the first part of a series of e-mailing talks that will introduce you to e-mail marketing from seasoned and start-up companies. Today you can take a look under the imaginary marketing lid of the Pilsen-based company CrossCafe, which operates a network of cafes with premium coffee, homemade cakes and pies, and other delicacies of its own production.

For a better day…
This is the slogan of the company CrossCafe , which opened its first café in Pilsen in 2007 and at the same time started producing its own cakes. The franchise network gradually grew, not only within Pilsen, but throughout the Czech Republic. Today, CrossCafe operates 25 cafés in 11 Czech cities. Hand in hand with this was the expansion of the range, modernization of production and the creation of an e-shop.

Marketing manager Petra Borová gave us a look behind the scenes .

Can you tell us how many members your marketing team has and how many of them are dedicated to emailing?
There are currently four of us in the marketing team, but we have just started looking for a new colleague for the position of brand manager, because we are preparing to launch a new project and with it the CrossCafe Pražírna brand. One of my colleagues is currently in charge of online marketing and everything related to it, including e-mailing. In the future, she should be partially assisted with online marketing by the new brand manager, who will be responsible for the part related to Pražírna.

What communication channels does your marketing mix include and how big a role does email play in it? How many hours per month do you spend on it?
We are a medium-sized company and the size and structure of our marketing budget correspond to this. We georgia phone number data focus primarily on online, so part of our investments goes into banner campaigns and the rest into support on social networks. Another important part of our marketing mix is ​​PR communication, which also takes place mostly in the online environment. Of course, we also create our own content on the website and social networks, which we then use in newsletters. As for offline, our first priority is presentation at the point of sale, i.e. in our cafes. We also use print or radio advertising, especially regionally.

You have a subscription form in the footer of your website, and you also send the newsletter to customers registered in your loyalty program. Do you collect contacts in any other way?