The growing need for product innovation, safe and sustainable materials, and modern cooking techniques highlights the need for great cookware solutions.
This change is reshaping the culinary experience, prompting a closer look at how cookware brands tailor their digital marketing approaches to differentiate themselves and win over customers.
To navigate your way through this dynamic landscape, we recommend incorporating the following email marketing techniques:
- Boost engagement by presenting customer-centric benefits
- Build customers’ trust through transparency
- Show a sense of authority by delivering valuable insights
- Create urgency to drive more sales
- Establish a positive brand image using celebrity endorsements
- Showcase your products’ versatility to attract a wider audience base
1. Boost engagement by presenting customer-centric benefits
Brands use every possible means to get noticed in the customer’s inbox. They use compelling subject lines, attractive banner images, and attention-grabbing creatives. But one element is often forgotten—the email signature.
An email signature is a block of texts and images appended to the end of an email message. It usually contains the sender’s information (business phone and address, support email address, social handles, and other pertinent information).
Among the email signature blocks we’ve come across from cookware brands, the one from Our Place stands out.
Our Place attaches a remarkable signature block to each of its newsletters. They’ve turned this part of the email into another marketing asset, in addition to the newsletter.
They put a noteworthy subject, “Reasons to Love Our Place,” and list eight benefits. The use of icons and text makes the copy attractive and easy to understand.
Though this block occupies a small space in the email body, it serves several purposes targeting different types of buyers.
To engage budget-conscious and practical customers, they mention free shipping, friend referrals, and text-exclusive offers.
To persuade savvy shoppers, they include payment facilities like Klarna.
Return-oriented customers are more likely to purchase because the signature features their 100-day free returns and exchange policy.
Support-driven customers’ concerns are addressed by a line that instructs them where to reach the brand.
Similarly, in-person shoppers are encouraged to visit because of a line about where to find physical stores.
Think of your signature block as something you can repeat for every single email you send to your subscribers and make the most out of it.
2. Build customers’ trust through transparency
In business, transparency means being clear about your intentions and open about your practices.
Cookware products directly affects our health so it’s important for cookware brands to be transparent about the materials they use in their products and to show their manufacturing process, if possible.
Customers only buy the products they trust especially for a category like cookware, which are considered investments and not something that are replaced often.
Caraway is among the brands that consistently exhibit transparency in their emails.
In this email, they show transparency and sustainability and relate it to Earth Day. They go beyond their products and show their sustainable packaging practices as well.
If your products are good for the health or the planet (a huge concern these days), show it in your emails. You can reiterate this message using different creatives in multiple emails. Fans of eco-friendly cookware will be happy to see them in their inboxes.
Our Earth (& Every) Day Promise
3. Show a sense of authority by delivering valuable insights
Sending informative, well-researched content helps to position your business as authoritative and trustworthy and enhances audience engagement.
Cookware brands should incorporate topics that will give subscribers a reason to opt in to their emails. It can be sharing recipes, nutritional facts, food preparation tips, types of cookware, guides about how to choose the best kitchenware…the list goes on.
The goal is to come up with emails that benefit the readers. The more your brand becomes their go-to for relevant information, the more likely they’ll buy from you.
Moreover, people are most likely to forward your emails to their friends who are interested in these types of “good reads” (those who love to cook, culinary students, cooking vloggers, and anyone interested in cooking), thereby widening your audience.
We’ll take these two email examples from the brand Made In.
Made In shares six pasta recipes for a pasta night in and guides readers on how to make perfect bowl.
The email inspires the readers to cook their favorite pasta and takes them them through the cooking process. The brand also showcases their range of pasta essentials using thumbnail-size images of the products.
6 Chef Recipes for a Pasta Night In
In the second example, Made In shares valuable information about mother sauces based on French culinary tradition. This email demonstrates that they are a source of helpful knowledge for cooks.
While the first email example promotes their products subtly, this email is more aggressive.
They show the products in use for creating different sauces while discussing their characteristics that make them a perfect choice for specific sauces.
Learn 5 Foundations of French Cuisine
4. Create urgency to drive more sales
Urgency can be created through various marketing tactics such as limited-time offers, countdown timers, and scarcity messages. It’s a widely used strategy to motivate customers to act fast and make the purchase.
One of the most effective ways to create urgency for prospective buyers is to quantify the cost of inaction, showing them how much money, savings, time, and resources they lose by not acting.
When done right, urgency will help propel your sales through the roof.
Made In takes advantage of Memorial Day to offer a discount of 30% with the urgent copy“ Sale Ends Tonight: Save Up to 30%”. Sending last-chance emails like this will move your target market towards a purchase.
Make sure to set the right timing for your email reminders. Made In sends the prompt a few hours before the sale closes. The duration is long enough to allow subscribers time to buy but also short enough to ensure interested audiences can’t procrastinate.
Sale Ends Tonight: Save Up to 30%
5. Establish a positive brand image using celebrity endorsements
In a crowded market, celebrity endorsements can help the brand stand out from the competition. Popular personalities help generate brand awareness, build credibility, and directly influence buying behaviors. The impact celebrities have on the brand helps ensure the success of your marketing campaign.
Hexclad gains social proof in various ways. They have partnerships with renowned chef Gordon Ramsay, the famous cooking TV show Next Level Chef, and popular food content website The Spruce Eats. Having this lineup of collaborations enhances Hexclad’s brand image and makes them attract more customers.
Note that in this email they use a powerful subject line and bold banner text describing the pans as on the same level as a Rolls Royce.
The photo of Gordon Ramsay occupying the entire banner emphasizes his endorsement of the brand even more.
Gordon Ramsay *swears* by these!
Caraway consistently features the celebrity Tan France in their emails to put a spotlight on the products they made in collaboration with him.
LAST CHANCE: The Monochrome Collection
6. Showcase your products’ versatility to attract a wider audience base
Your product is your most important marketing asset.
It’s important that you let your audience know about the features of your products and highlight their benefits.
Demonstrate the multi-functionality of your products in order to prove their versatility and convenience.
Product versatility is a huge bonus because the more ways a customer can use the same product, the more valuable it will be perceived.
This email from Our Place goes into how their pan expands culinary possibilities through its 10-in-1 functionality.
Using the statement “Replace 10 pieces of cookware” underscores its value for money.
Our newest arrival is a certified 10/10 🔥
We hope that the above marketing insights have inspired you to come up with your own special recipe for success. You can check out more examples here.
