Beehave Winery started as the collaboration between two friends: a hobbyist wine maker and avid bee keeper. The combination birthed their fruity honey wines. They support their main workforce of Napa Valley hives by donating 5% of all profits back into local beekeeping ventures. To extend their branding and connect with their 1,000+ customer email list, they needed a copywriter and designer for their Mailchimp email campaigns.
As their copywriter, I extended their fun, bright voice with a light pace and a focus on copy that connects, over sells to encourage subscribers to anticipate emails with delight, not disgruntlement. The design continued the graphics of their website with organic shapes (housed in Illustrator-designed images) and handwritten textures with coded call-to-action buttons and color.
For Beehave's welcome email, following an opt-in sign-up on their website, their goal was to introduce their brand and to create a positive first impression of their email. Sales was actively not the focus, opting to focus on curating a positive relationship with their email list than to sell their wine.
The introduction paragraph focuses on the email subscription itself featuring a welcome message and a marketing coupon with a call to action to try to wine. The body content focuses on Beehave Winery's three key sell points as a further introduction to their brand. The email closes with a fun fact related to the beekeeping aspects of their honey wine business, evoking the value of their email subscription and alluding to their connection to the environment.
