Salty snack brands don’t do email marketing?
When I was still in college, I thought, “Email is dead.” However, after starting to work, I feel like the frequency of checking my mailbox is higher than my Instagram account 😮💨
Obviously, email is not dead. Email gives people more reliable and accurate information than social media.
Today, I want to evaluate my email experience with the salty snack brand Utz. (I am a big fan of their potato chips, they are so tasty and cheap🤩)
How to sign up for their newsletter?
I first visited their website. There was a pop-up that directly showed up, and it’s a cute roulette game that could let you win some coupons. I played it and earned a “free shipping” coupon.
After the game, it asked us to sign up for email to unlock my prize, a smart way to encourage users to sign up for the newsletter.
However, there was an annoying thing. After entering my email, they further asked me to verify by phone. I needed to provide my number and send a message to complete the verification.
Overall, the experience is not that bad. At least I got the coupon and didn’t feel forced to provide my info.
No email???
After signing up, nothing happened…No welcome email sent to my mailbox, even no emails 3 days after 🧐
I am so surprised! (My group mates met the same situation. We all signed up for salty snack brands.)
When I worked in a fashion brand, every new user would receive at least 3~5 promotional emails every week after signing up for the newsletter.
There may be different usage of email by other industries.
Based on my experience, I never go to the brand’s website to order snacks (I haven’t even visited their website once.)
Most customers just walk into the stores to grab their favorite salty snack, and it can explain why Utz didn’t send out any emails to me at first.
Is there still a better way to use email for Utz✉️
If Utz doesn’t want to use email to promote, it can share new updates for its snacks, like an actual “news” letter. Here are some topics they can go for…
#1 Snack ranking
There are 50+ snack options in Utz. They can give customers the TOP 5 options and let them know why and how other customers like them!
I am not a person who likes to try, but I will if I know which one is loved by many who also love chips.
# Snack story
Some flavors of snacks are weird. (or special)
Why not share the story about this unique flavor and why Utz decides to go for this flavor? What’s its ingredient? How it tastes like?
People’s curiosity will never stop. That’s why “Behind the sense” content is popular on social media.
In conclusion, email is more straightforward than other social media, and it may be an opportunity to interact with customers for Utz. As a big fan of Utz, I hope one day to receive a special email including a big discount code from Utz 🤩
