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Coffee Newsletters

Coffee emails are highly relevant; consumers gain a connection to their favorite products, and brands gain a connection to consumers. This article examines some of the best coffee newsletters to pinpoint what brands are doing well.

  1. 49th Parallel Coffee Roasters
  2. Black Rifle Coffee
  3. Corvus Coffee Roasters
  4. Counter Culture Coffee
  5. Death Wish Coffee Co
  6. Driftaway Coffee
  7. Dripkit
  8. Groundwork
  9. Intelligentsia
  10. Kicking Horse Coffee
  11. La Colombe Coffee Roasters
  12. Phil and Sebastian
  13. Super Coffee
  14. The Coffee Bean & Tea Leaf
  15. VitaCup

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49th Parallel Coffee Roasters

49th Parallel Coffee Roasters is a cafe located in Vancouver, Canada with a strong online presence.

For those who drink coffee at home and who value specialty coffee, 49th Parallel Coffee Roasters provides high-quality beans in premium feminine packaging. Because 49th Parallel Coffee Roasters focuses on monetizing customers on their email list, it’s a great newsletter for those looking for product recommendations.

The topics and tactics covered in 49th Parallel Coffee Roasters emails include:

  • Thanking recipients for signing up, and offering a 10% off code to new customers. The welcome email also provides product recommendations.
  • Origin update stories (e.g., updates on their suppliers in Ethiopia) with the option to shop relevant products (e.g., the email contains a link for recipients to shop Ethiopia Kolla Bulcha).
  • Product recommendations (e.g, they highlight their best-selling product, “​​Old School Espresso”) and social proof (e.g., customer quotes and reviews endorsing the product).

49th Parallel Coffee Roasters place a heavy emphasis on product promotion and a secondary emphasis on product storytelling.

One thing that 49th Parallel Coffee Roasters does well is using the voice of their employees to promote products. Here’s an example:

“I’ve been brewing this daily for the past 2 weeks and each morning I look forward to tasting the balance of fruit and pastry flavors in my cup. What makes this coffee special is that it was not part of our Green Buyer’s itinerary when visiting our partner Diomed Montano in Huila, Colombia, but after a little taste, he had to bring it back and share it with our community.”

Julia Chan,

Former Director of E-commerce at 49th Parallel Coffee Roasters

Black Rifle Coffee

Black Rifle Coffee is a Texas-based online coffee company with an incredibly strong digital presence and a strong distribution network of retailers.

For people who drink coffee at home and who value premium coffee, Black Rifle Coffee provides products that embody a masculine and American identity. Because the Black Rifle Coffee newsletter focuses on building a clear brand, it’s a great newsletter for those looking for a lifestyle brand reflective of their values and interests.

The topics and tactics covered in Black Rifle Coffee’s emails include:

  • Thanking recipients for signing up, and offering a 20% off code to new costumes. The welcome email provides clear, high-quality imagery that resonates with their target audience.
  • Product promotions (e.g., “The Headless Horseman’s Roast”, pumpkin spice flavored coffee) and gear promotion (e.g., mugs, shirts).
  • Emails encourage recipients to subscribe to the message list, alerting subscribers to new product releases.
  • Communicates the brand story, and shares their brand purpose.

Black Rifle Coffee places a heavy emphasis on demonstrating their brand personality; they focus on product promotion to a lesser degree.

One thing that the Black Rifle Coffee newsletter does well is connecting with its target audience.

Here’s how they do it:

    1. Bang on headlines that evolve curiosity and encourage click-through rate (CTR): PUMPKIN SPICE is HERE—It's Scary Admitting You Like It! 🎃
    2. Great storytelling techniques: “As he rides in with flames from the underworld, the Headless Hessian of the Hollow brings an all-new medium roast that offers a hauntingly delicious cup of coffee.”
    3. Awesome imagery: you feel immersed in their emails, not bombarded by them.

Corvus Coffee Roasters

Corvus Coffee Roasters is a Denver-based coffee company with a strong online presence.

For those who enjoy drinking coffee at home and who appreciate premium beans, Corvus Coffee Roasters

provides freshly roasted specialty coffee. Because the Corvus Coffee Roasters newsletter focuses on their products, it’s a great newsletter for those looking to get a “feel” of the coffee before they buy it.

The topics and tactics covered in Corvus Coffee Roasters’ emails include:

  • Thanking recipients for signing up, and offering a 20% off code to new customers. The welcome email also showcases products, inviting new subscribers to buy.
  • They showcase their subscription boxes, increasing awareness and consideration of this offering within their email subscribers.
  • Placing their products in a visual spotlight (e.g., they use many high-quality product images).

Corvus Coffee Roasters places a heavy emphasis on creating product awareness and focuses less on product sales.

One thing that Corvus Coffee Roasters’s newsletter does well is featuring their product. Here’s an example.

Counter Culture Coffee

Counter Culture Coffee is an online coffee company.

For those who drink coffee at home, and who want ethical coffee beans, Counter Culture Coffee provides products that showcase the coffee’s origin. Because the Counter Culture Coffee newsletter focuses on educating subscribers, it’s a great newsletter for those looking to learn how to enjoy better coffee.

The topics and tactics in Counter Culture Coffee’s emails include:

  • Thanking recipients for signing up, and offering a 10% off code to new customers. The welcome email also sets expectations and directs recipients to the brand’s content and products.
  • Focusing on driving email subscribers to valuable content on their website (e.g., brew guides).
  • Driving awareness for innovative offerings (e.g., online tasting events).

Counter Culture Coffee places a heavy emphasis on educating the customer and focuses less on product promotion.

One thing that the Counter Culture Coffee newsletter does well is setting expectations. For example, the brand’s welcome email specifies what type of content subscribers can expect to receive from the brand. Counter Culture Coffee also directs new subscribers to “brew guides”, resources on how to prepare the perfect cup of coffee.

Death Wish Coffee

Death Wish Coffee is an online coffee company with some retail partners.

For those who drink coffee at home, and who want an intense product, Death Wish Coffee provides a highly masculine experience. Because the Death Wish Coffee newsletter focuses on product positioning, it’s a great newsletter for those looking for a brand that reflects their attitude and lifestyle.

The topics and tactics in Death Wish Coffee Co’s emails include:

  • Incentivising email subscribers to spend with “100 Death Wishes”.
  • Product positioning (e.g., “coffee that slaps”).
  • Product recommendations (e.g., coffee products, merchandise).

Death Wish Coffee Co places a heavy emphasis on product positioning and focuses less on selling.

One thing that the Death Wish Coffee Co newsletter does well is communicating its value proposition to a specific audience. Here’s an example.

Driftaway Coffee

For those who drink coffee at home, and who want a deeper relationship with coffee, Driftaway Coffee helps consumers feel connected to a social cause. Because the Driftaway Coffee newsletter focuses on virtue signalling, it’s a great newsletter for those looking to feel good about themselves.

The topics and tactics in Driftaway Coffee’s emails include:

  • Welcome email thanks subscribers for joining their email list, and offers a 10% discount.
  • Encouraging new email subscribers to follow the brand on Instagram.
  • Building trust through social legitimacy. The brand highlights a Huffpost quote to support its positioning and build trust quickly.

Driftaway Coffee places a heavy emphasis on communicating its virtue and places less focus on promoting products.

One thing that the Driftaway Coffee newsletter does well is appealing to those who act on social motives. Here’s an example:

    • “We are a sustainability-focused coffee roaster, offering subscriptions in an environmentally and socially conscious manner.”
    • “We are an AAPI immigrant-owned independent business, with no outside investment. Our team of artists and geeks put our heart and soul into creating coffee that not only tastes great, but does so in an environmentally and socially conscious manner.”

Dripkit

For coffee drinkers who value convenience, Dripkit provides an easy way to enjoy pour-over and instant coffee on the go. Because the Dripkit newsletter focuses on educating subscribers about their unique product offering, it’s a great newsletter for those looking to change up their coffee routine.

The topics and tactics in Dripkit’s emails include:

  • Their welcome email offers $5 off your first purchase, providing subscribers with a small incentive to buy.
  • The brand focuses on educating customers about their product in their copy and imagery. They highlight their value proposition clearly and provide a clear call to action.
  • Persuading email subscribers to become customers with four concise, compelling reasons.

Dripkit places a heavy emphasis on educating email subscribers and focuses less on selling their products.

One thing that the Dripkit newsletter does well is highlighting their product. Here’s an example:

    • Makes the process of consuming their product simple, visual, and engaging.
    • Shows the product in use, and gives it a place in your life.
    • Makes it convenient for email subscribers to purchase with a clear call to action.

Groundwork Coffee

Groundwork is a coffee shop with locations across America.

For those who enjoy drinking coffee at home, and who appreciate specialty coffee, Groundwork provides coffee in authentically hip packaging. Because the Groundwork newsletter focuses on highlighting the brand's value, it’s a great newsletter for those looking to be engaged by content.

The topics and tactics in Groundwork’s emails include:

  • Showcasing sustainable agriculture (e.g., spotlighting one supplier, a carbon-neutral farm in Mexico).
  • Highlighting content (e.g., Brewing Coffee 101).
  • Offering product recommendations (e.g., Chemex Brewer and Filters).

Groundwork places an emphasis on imagery and focuses less on copy-rich to a lesser degree.

One thing that the Groundwork newsletter does well is use visual storytelling. Here’s an example.

Intelligentsia

Intelligentsia is a chain of cafes with locations in the United States.

For coffee drinkers who enjoy drinking coffee at home and on the go, Intelligentsia provides a range of coffee products to meet your different needs. Because the Intelligentsia newsletter focuses on showcasing its products, it’s a great newsletter for those looking to deepen their relationship with coffee.

The topics and tactics in Intelligentsia’s emails include:

  • After subscribing, Intelligentsia asks for consent, confirming that you opted in to join their email list.
  • Spotlighting products (e.g., highlighting the origin, tasting notes, and producers of specific coffee products).
  • Promotions (e.g. seasonal discounts).

Intelligentsia places a heavy emphasis on promoting their product and focuses much less on educating their email subscribers.

One thing that the Intelligentsia newsletter does well is product storytelling. Here’s an example.

Kicking Horse Coffee

Kicking Horse Coffee is a Canadian coffee company with an online presence and a strong distribution network of retailers.

For those who enjoy drinking coffee at home, and who appreciate specialty coffee, Kicking Horse Coffee offers a range of premium coffee products. Because the Kicking Horse Coffee newsletter focuses on building a relationship with email subscribers, it’s a great newsletter for those looking for a deeper brand relationship.

Some of the topics and tactics in Kicking Horse Coffee’s emails include:

  • Welcoming new subscribers and setting communication expectations (e.g., content, frequency).
  • Encouraging new email subscribers to check the brand out on social media, expanding their relationship.
  • Showcasing the brand through limited edition products (e.g., the brand turns twenty-five, and they release a limited blend, “Two-Five”.

Kicking Horse Coffee places heavy emphasis on humanizing its brand and building a relationship with its email list.

One thing that the Kicking Horse Coffee newsletter does well is achieving a “personal” connection with informal copywriting.

Here’s an example.

La Colombe Coffee Roasters

La Colombe Coffee Roasters is an online coffee store based in Philadelphia.

For those who enjoy drinking coffee at home, and who appreciate specialty coffee, La Colombe Coffee Roasters provides a range of products. Because the La Colombe Coffee Roasters newsletter focuses on building a relationship with email subscribers, it’s a great newsletter for those looking for a deeper brand relationship.

Some of the topics and tactics in La Colombe Coffee Roasters’ emails include:

  • Welcomes new subscribers with a code for 10% off their first purchase.
  • Product recommendations (e.g., beans, cold brew, draft latte).
  • Encouraging email subscribers to deepen their relationship with the brand by following La Colombe Coffee Roasters on Instagram.

La Colombe Coffee Roasters places a heavy emphasis on educating their customers and focuses slightly less on selling.

One thing that La Colombe Coffee Roasters newsletter does well is gently educating their email subscribers about their broad product offering. Here’s an example.

Phil and Sebastian

Phil and Sebastian is a local coffee chain with eight locations based in Calgary, Canada.

For those who enjoy drinking coffee at home and in cafes, and who want to support a local business, Phil and Sebastian provide extremely high-quality coffee. Because the Phil and Sebastian newsletter focuses on building a relationship with subscribers, it’s a great newsletter for those looking to feel more connected to a brand.

Some of the topics and tactics in Phil and Sebastian’s emails include:

  • Product promotion (e.g., holiday gifts).
  • Venturing into the B2B space (e.g., suggesting recipients “hook your clients up with the gift of coffee”).
  • Exploring co-branding (e.g., spotlighting the ability to add your logo to their products).

Phil and Sebastian place a heavy emphasis on speaking to businesses and focus on B2C communication much less.

One thing that the Phil and Sebastian newsletter does well is using images to reinforce email copy (text). Here’s an example.

Super Coffee

Super Coffee is a Texas-based online coffee brand with a strong digital presence and a growing number of brick-and-mortar distributors.

For coffee drinkers who enjoy drinking coffee on the go, Super Coffee provides ready-to-drink (RTD) coffees that meet the requirements of keto and plant-based diets. Because the Super Coffee newsletter focuses on product education, it’s a great newsletter for those looking for a closer brand relationship.

The topics and tactics in Super Coffee’s emails include:

  • Welcoming new email subscribers with a 15% off code for their first order. The brand also uses social proof to build trust quickly.
  • Educating email subscribers on the benefits of their products, and showcasing how it fits into their audience’s lifestyle choices.
  • Product recommendations to encourage email subscribers to purchase.

Super Coffee places most of its emphasis on educating email subscribers about their product, emphasizing sales slightly less.

One thing that the Super Coffee newsletter does well is showcase the benefits of its product line with clear email copy.

Here’s an example.

The Coffee Bean & Tea Leaf

For coffee and tea lovers who appreciate premium products, The Coffee Bean & Tea Leaf provides a sophisticated taste experience. Because The Coffee Bean & Tea Leaf newsletter focuses on telling the story of the product’s origin, it’s a great newsletter for those looking for a deeper product relationship.

The topics covered in The Coffee Bean & Tea Leaf’s emails include:

  • Their welcome email offers new customers 20% off their first purchase, providing a strong incentive for subscribers to purchase.
  • Encouraging visitors to return to their website and showcasing products.
  • Product promotion and seasonal discounts (e.g., 50% off).

The Coffee Bean & Tea Leaf places more emphasis on positioning their products as premium and less emphasis on selling their products to you.

One thing that The Coffee Bean & Tea Leaf newsletter does well is highlighting that their products are for specialty drinkers.

Here’s an example.

“Welcome to The Coffee Bean & Tea Leaf, where we’re passionate about introducing you to unique, high-quality flavors from around the world. We search high and low around the globe to select only the most premium coffee beans and tea leaves from the top growing regions and carefully blend and package them so you can experience the flavor and essence of each region right at home.”

VitaCup

For coffee drinkers who have health and dietary aspirations, VitaCup provides vitamin-enriched coffee to help you meet your health goals. Because the VitaCup newsletter focuses on product promotion, it’s a great newsletter for those looking for deals and discounts.

The topics covered in VitaCup’s emails include:

  • Seasonal product promotions (e.g., 31% off sitewide as part of a Halloween promotion).
  • Product recommendations (e.g, coffee pods, instant coffee).
  • Using social proof (e.g., product reviews from verified buyers).

VitaCup places a heavy emphasis on selling products and focuses less on educating email subscribers.

One thing that the VitaCup newsletter does well is highlighting its product benefits.

Here’s an example

“Our delicious premium coffees, herbal teas, and instant non-dairy creamer are enhanced with superfoods and essential B and D vitamins. Designed by our registered dietitian, Brianna Harris, our nutritional brews support your defense system, while keeping you sharp and energized.”

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Do you want to sell more coffee and tea?

Hi, I'm Mackenzie Bailey. I help tea and coffee businesses grow. My only question is will it be yours?

View Services

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