This turned out to be a weekly email that was signed up for and opened every.single.week by people who didn’t even get the veggie box.
Why? Because it was valuable, down to earth, and sometimes even funny (if I do say so myself.)
The brief was to tell people what’s in the box, and how to cook it. Bonus points for giving some background into the veggie itself.
There was one week—I was pregnant and hormonal at the time—where I went a bit unhinged. See left picture. Anyway, that email got a few forwards and had a really high click rate, so I took that energy into each newsletter and his customers had a helpful newsletter each week with recipes, ideas, interesting information, and personality.
Out of the 112 opens each week (with an email audience of about 140), only 15% of those opens were actual veggie box subscribers.
An 80% open rate from non-subscribers is proof that personality creates its own audience.