Adweek’s Sami Main has shared a study explaining how Food52, an independent publishing site, used email to handle Thanksgiving and Cyber weekend this holiday season.

Main says, “Most emails, especially those including marketing messaging, had backup plans in case sales weren’t hitting their goals; editorial franchises and creative imagery shoots had been planned in advance to provide both fresh content and much-needed advice; and, with the help of online services like Google Drive’s products and Slack’s messaging service, the company was ready to enjoy the holiday, be there for its readers and direct them to its hundreds of unique products.

“We’re not a discount company,” said CEO and co-founder Amanda Hesser. “While there’s a focus for us on Black Friday and the whole weekend, we know we’re a trusted resource for our readers. It’s important for us to stay true to ourselves as a company.”

Adweek spent several hours over multiple days with the team, including in their Slack channels, over the Thanksgiving holiday weekend.

Wednesday — The Plan Before The Storm

7 a.m. — A minor hiccup: a promo code was scheduled ahead of time and advertised on the site but not activated on the back end, meaning 38 customers didn’t get the discount they were promised and had problems checking out. The customer care team at Food52 reached out to those affected, explained that the code should now be working”.

How Independent Publisher Food52 Used Email to Handle Thanksgiving and Cyber Weekend

Adweek

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