Coffee subscription marketing agency

A recurring plan has a moving price and a moving grind, so Shopping carries the one-off side of the roastery: single bags in each size, three-origin sample packs, prepaid gift terms and the equipment you sell alongside them. Search ads carry the subscription. The queries that produce subscribers who stay name a brew method, a roast style or an origin: espresso beans delivered monthly, filter coffee subscription, decaf coffee subscription, Ethiopian single origin. Broad coffee searches bring people who want one bag, which is fine as long as they land on that bag rather than the plan page. Gift terms get their own campaign before December and around Father's Day. Every campaign is judged on bags shipped per subscriber over six months, not on the cost of a first order, because a cheap first bag and a well-matched first bag look identical in week one and nothing alike by the fourth shipment.

Coffee sells on process. The roast drum, the grinder, the bloom and the pour are the assets, and they work without a single claim about what coffee does to your body, which keeps the account away from health-claim review entirely. We film roast day, the grind options side by side, and a bag opening with the roast date on camera, because freshness is the thing a buyer is trying to verify. Ad sets are split by brew method and each lands on a page written for that method, so an espresso drinker never reads about cafetiere doses. Retargeting follows the method someone browsed. Creators are briefed to make coffee with their own kit rather than to praise the beans, because the viewer is judging whether your grind will work in their machine. Discount creative is held for the gift windows, since a heavy first-bag offer brings people who wanted cheap coffee once.

Coffee feeds are variant work. One roast usually exists in several bag sizes and several grinds, so each combination is its own offer, tied together with item_group_id and separated by size plus a grind value carried in the title and product type. Beans you roast yourself often have no manufacturer barcode, so where you have not assigned your own, identifier_exists is set to no and the title carries roaster, origin or blend name, roast level, weight and grind. Resold branded coffee and equipment use their real GTINs. Roast date does not belong in the title because it changes every week and would put the feed into constant revision; freshness goes in the description and product highlights instead. Coffee sits under the food and beverage branch of Google's taxonomy. Availability has to track green stock, because a seasonal lot that sells out while still live in the feed produces cancelled orders and a support queue.

Before subscribing, people ask practical things: how soon after roasting does it ship, can I get it ground for an AeroPress or a moka pot, how much coffee do two people need in a month, is there a decaf option, can I change how often it arrives, do you only sell whole bean. Assistants repeat whichever page states the answer plainly, so we write those pages. The plan page names the roast day, the dispatch day and every interval on offer. A grind page lists machines by name and says which grind each one takes, because people search the machine, not the setting. Each origin gets a page with the country, the process, the varietal, the harvest and the tasting notes, which is also what the seasonal-lot buyer reads before ordering. A dosage page answers the how much question with a worked example an assistant can quote back.

A few days before every shipment the subscriber gets a note that names the coffee coming, offers a swap to another roast, an extra bag, a change of grind and, most importantly, a one-tap stretch of the interval. That stretch link is the retention tool, because the alternative for someone with four unopened bags is a cancel. The dispatch note carries the roast date and a brew recipe written for the machine on file. New subscribers get a short flow on storing the bag, dialling in the grind and reading tasting notes. Anyone who skips twice is offered a longer gap or a smaller bag instead of money off. Seasonal lot buyers get told before their lot runs out and are asked to choose the replacement rather than have one chosen for them. SMS carries only the dispatch notice and the day-before change window.