Personalised emails that sound like you

One email per store, not one email for all

This is the heart of our outreach emails. A template sent to two hundred shops reads like a template, and owners can tell in a line. We write a separate email for each store, around two things we know well: your product and that store.

The store side comes from store research: what the business sells, what it is like and who runs it. The product side comes from you: what you make, who buys it, the margin and what makes it different.

What goes into each email

Every email draws on the same inputs, put together differently for each store.

• Your brand and product. What it is, what makes it different, and the reason a store would want it.
• The numbers that matter to a buyer. The margin they would make and the price they would sell at, when you give them to us.
• Your offer. A sample, a trial case or simply a reply.
• The store. Its type, its area, and what it already stocks.
• The person. A bar manager and a grocer care about different things, so the email speaks to their role.

Sounds like you

Paste in emails you have sent before, upload your deck, or point us at your website, and we learn your tone. If you write short and warm, the emails are short and warm. If you are dry and to the point, so are they.

Some founders want their own words. Edit any draft as much as you like, down to rewriting it from scratch, before it is sent. Either way, every email goes out signed by a real person at your brand.

You check every email first

Nothing goes out until you press Start. Before then you can read the email for every store, edit any of them, or remove a store. After launch you can still edit any email that has not been sent.

The emails follow a structure that comes from years of selling to stores. Why it is short and plain is explained in email length and structure. How the second and third emails work is under follow-ups.

Why it is worth the effort

Our clients average a 10-15% reply rate. A large part of that comes from emails that clearly know who they are talking to. The rest comes from picking the right stores and following up.

Drinks brands will find examples of what to say to each venue in our beverage brands guide. For café owners specifically, see how to get your product into cafés.

An example of the difference

A template says: "Hi, we are a new drinks brand and we would love you to stock us." The owner has read that a hundred times.

A personalised email to a café that roasts its own beans says that your cold brew concentrate uses single-origin coffee, works for their iced drinks without a second machine, and leaves them a good margin per glass. Then it asks if they would like a bottle to try. The owner can see in two lines that you know who they are, and the ask is one tap: reply.

Both emails are about the same product. Only one of them sounds like it was written for that café. The deli down the road gets its own version, built around what the deli sells.