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My name Is Matt and I am a huge marketing nerd. My marketing blog is about providing practical marketing advice & tips you can apply to your business and campaigns today.

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Costa sent me one of the best marketing emails I’ve read

Earlier this year I recieved such a bad marketing email from JD Sports I had to write a post about it.

This week I got one from Costa Coffee which is so good, I felt compelled to share this one with you as well, but  this time for the right reasons.

Whoever is writing and signing Costa’s emails always do a great job, but this one was worth highlighting.

In this email they are asking us to share our favourite coffee moments, all wrapped up in to a bigger ‘moments’ campaign they are running.

Costa email

The brilliant part of this is we, as customers, are segmenting ourselves for them.

No expensive customer research conducted by a fancy agency, no intrusive online surveys, no qualitative group sessions and no time consuming field research.

Just one simple email, written to feel like we are sharing our ‘coffee moments’, that has their predefined segments ready for us to lump ourselves in to.


This information, married with purchase behaviour gleaned from my loyalty point card, will be an incredibly powerful tool for their branding, product and customer retention marketing.


Hello! My name is Matt and I have a serious passion for anything marketing related, both academically and professionally. I started writing this blog as a way of expressing my thoughts and opinions on marketing, and in response to the number of theoretical blogs out there that presume unlimited resources. My focus is on providing realistic and practical marketing advice you can apply to any business and campaign.

    Comments 1
    • Sarah
      Posted on

      Sarah Sarah

      Reply Author

      Great post Matt! Really clever marketing from Costa, what a brilliant campaign. I’m really impressed at how they’ve managed to appeal to many different segments of their audience in one email – not an easy feat! =)

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