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As more and more retail transactions move online, we see a growing number of digital touchpoints between business and customer, creator and audience. While it’s always a good idea to explore new channels, email marketing continues to be a highly effective marketing tactic for brands and online businesses. Visitors to your website who opt-in to your emails comprise your most engaged, enthusiastic audience, and your mailing list is one of your most valuable marketing assets.
Tom Meades, Co-Founder at Gomi, a sustainable design studio based in Brighton, UK, refers to Gomi’s email audience as the brand’s “super fans.” Automations make it easy to welcome new super fans to the club when they sign up for the brand’s email newsletter. We spoke with Tom about Gomi’s aspirations to recycle plastic into beautiful, functional products and how they use Email Campaigns to get their message out.
SQUARESPACE: Your first products are portable speakers and chargers made from plastic that can’t be recycled. What other applications do you envision for the material you create from plastic waste?
GOMI: We want to be the premiere sustainable brand of consumer technology products. We’re creating the world's first consumer technology products made sustainably from second-life materials saved from landfill, whilst also making every single product look like a unique piece of fine art. We envision a variety of uses for our material, however we're currently focusing on a range of bespoke consumer hardware products, including wireless chargers for home desk setups, as well as our next generation portable speakers. Our aim is to prove that waste can be designed into beautiful products so it never has to end up in landfill.
SQSP: What role do Email Campaigns play in your overall marketing strategy?
GOMI: Email Campaigns are one of the main ways we keep in touch with our super fans. It's an amazing marketing tool, because all of our super fans are distilled into this newsletter. The open rate is over 50% and the purchase conversion rate is very very high compared to any other marketing tool that we have. In short, email marketing campaigns play a vital role in Gomi's branding, messaging, and marketing.
SQSP: How has using automated campaigns impacted the day-to-day operations of your business?
GOMI: Automated campaigns have been great for us because we can provide a discount for super fans that sign up for our newsletter. So they feel special and cared for.
SQSP: What other tools do you use to promote new products and engage customers?
GOMI: Email marketing campaigns are definitely the main method on how we get our news out there about new products that we have released. Apart from that, we use social media platforms to get a message out there and interact with customers.
Explore how Email Campaigns can help you build your own list of super fans.