Finding unexpected angles
Mouth’s main sales cycle revolves around holidays and popular events (like awards shows and sporting events), and they often involve the entire office in content creation.
“We try and reveal that we are a small company with actual people here, that it’s not just robotic,” Nancy says.
For Halloween, Mouth employees shared their picks for candy and scary-movie pairings. For National Peanut Butter Lover’s Day, they sent a campaign about their PB-obsessed COO, Sam.
They also try to leave room for experimentation. That’s when things can really get fun, and where some of their more successful campaigns are born. Last year, when Easter and Passover rolled around, the Mouth team had both chocolate Jesuses and Moseses in their collection of holiday treats. In an effort to be inclusive, they decided to send both campaigns side by side. Some might see this move as counterintuitive: Isn’t this what segmentation is for? But the emails complemented to each other, and instead of an uptick in unsubscribes, Mouth saw a rise in opens and clicks. Their willingness to take a risk paid off, and they duplicated the approach with Hanukkah and Christmas, New Year’s resolutions and unresolutions, and other select times when contradictory messages are fun when delivered at the same time.
Creativity always wins
Mouth describes their emails as a laboratory—a place for creative opportunities. And with the flexibility that comes with selling such a tasty product, they take those opportunities more often than not. In terms of their email performance, their ability to take a chance and try something a little different has been satisfying and rewarding.
“The campaigns that are truly unique, stand out and are unexpected absolutely outperform—in some cases, 2-to-1—the stuff that we just normally send out,” Craig says. “Email has been, and continues to be, our most valuable and crucial platform to communicate with our customers. This is our most loyal audience. It’s our most important marketing channel.”