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You’ve Got Mail: How Tröegs Built and Sustains its Email Marketing

The Pennsylvania brewery’s customer long-running newsletter boasts 60,000 subscribers—and growing—with an enviable open rate. In this second of a two-part series, we zoom in on how Tröegs got there.

Kate Bernot Nov 7, 2022 - 9 min read

You’ve Got Mail: How Tröegs Built and Sustains its Email Marketing Primary Image

Email can be a powerful tool for marketing and even sales, but that success isn’t guaranteed. If your newsletters are boring, messy, or too random, readers are likely to delete them or unsubscribe. Balancing newsletter consistency and novelty is something the marketing team at Tröegs Independent Brewing has navigated for more than 10 years.

Today, the brewery maintains three distinct newsletters: a weekly one for customers, a biweekly one for retail and wholesale partners, and another biweekly one just for employees. The customer newsletter attracts about 400 new subscribers per month, with open rates typically reaching 35 to 40 percent.

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