Email Marketing and email marketing strategy for the brand Bombay Salad Co.

1. EMAIL MARKETING
Presented by Pooja Pathare

2. • Est. in 2014, Bombay salad Co, is amongst the first
salad-only restaurants in the city and is currently the
largest salad bar in the country
• They provide certified organic food, with no
colours/chemicals or additives
• Whether you are vegan, vegetarian, gluten-free, lactose
intolerant or just someone who is making smarter,
healthier meal choices - they have something for
everyone
ABOUT

3. • There are just 2 outlets in Mumbai i.e. at BKC and
Linking Road
• The brand provides dine in as well as order online
options
• The brand has no mobile application for convenience
• The brand has never done any sort of email marketing
till date
ABOUT

4. BUYERS PERSONA

5. Buyers Persona #1
Sarita is a college student; she is not vegetarian nor
vegan. She watched some videos about the subject for a
group presentation and she is now intrigued by this diet
and try to incorporate this lifestyle more in her daily
routine.
Demographics –
• 20 years
• Female
• College student / internship at marketing agency
• Location – Santacruz
• Education – Pursuing degree
• Family – mother, father and little brother of 9 years
Goals –
• Learn about the organic diet
• Be more aware about her consumption
• Eat healthy and be in good shape
Sarita Narang

6. Needs –
• Information
• Guidance
• Identification
Challenges –
• Regular fast food eater
• Economical issue
• Doesn’t know how to cook
• Lives with her parents
Where we win –
• Eager to learn and change her diet
• Take out options and affordable menu
Motivations –
• Personal growth
• Motivated by considerations of health
Sarita Narang
Buyers Persona #1

7. Buyers Persona #2
Sumit is a US return guy. He has been vegetarian for 10
years and started a vegan diet. 3 years ago he moved in
Mumbai with his girlfriend. He only buys organic food
and consumes fair trade any time he has the possibility.
Demographics –
• 33 years
• Male
• Chief Marketing Officer / Musician
• Location – Bandra
• Education – MBA
• Family – lives with his girlfriend for 3 years
Goals –
• Encourage more people to be interested in the vegetarian
diet
• Show his non- vegetarian friends that salad is not boring or
an option
• Go out without the stress of asking the staff to accommodate
his meal
Sumit Dhirwani

8. Buyers Persona #2
Needs –
• Service
• Vegan options
• Recognitions
Challenges –
• Doesn’t eat any food that is derived from animals (milk,
honey, cheese…)
• Not all the products on the menu are from organic sources
Where we win –
• Vegan options available
• Can order online from work
Motivations –
• Concerned about personal health
• Concerned about world hunger
• Eager to eat better at any cost
Sumit Dhirwani

9. Buyers Persona #3
Ammu Joseph is a young grandmother. She has recently
widowed and is alone at home most of the time. Her
children stay out of India. On weekends, she likes to
meet with her girlfriends, they go out and are trying
different healthy restaurant options. She basically
started a new social life.
Demographics –
• 65 years
• Female
• Retired, high school teacher (English literature)
• Location – Khar West
• Education – B. Ed.
• Family – Widow, 2 children, 3 grandchildren
Goals –
• Eat healthy and stay in shape while aging
• Have a better diet
• Reduce her diabetes and any heart disease
Ammu Joseph

10. Buyers Persona #3
Needs –
• Self esteem
• Healthy diet
• Social life
Challenges –
• Doesn’t eat gluten
• Her children might not understand if she changes her diet
• Lactose intolerant
Where we win –
• Gluten free options available
• Convivial atmosphere
• Options available for lactose intolerant people
Motivations –
• Personal growth
• Motivated by considerations of health
Ammu Joseph

11. EMAIL PREVIEW

12. Email #1
• This email is triggered immediately after people subscribe to the Bombay Salad Co.
activity and give their email id through the app or their website
• Clicking on the logo or CTA i.e. order online now will take the to the landing page
• Subject: Now you'll never miss a beet!
• Preview text: *|FNAME|*, welcome to Bombay salad co. Thank you for joining our family.
We promise to never let your inbox go out of health. Bon Appétit!

13. Email #1

14. Landing page

15. Email #2
• This email is triggered 4 days after the first email
• This email is sent to welcome people to the family by educating them about the brand
Bombay Salad Co. is and what it stands for and why
• Clicking on the logo or CTA will take them to the about us or story page of the website
• Subject: Welcome, bombard the salad life!
• Preview text: We created Bombay Salad Co. to shake the notion that healthy food is not
tasty. It’s been our goal since day one to leave people better than we found them

16. Email #2
Page 1

17. Email #2
Page 2

18. Email #2
Page 3

19. Email #3
• This email is triggered one day after the previous email
• This email will enable people to make an order in just a few steps! Also letting them
know about the SALAD ON THE GO order, featuring the steps for easy ordering and
various rewards.
• There will be 3 steps according to which the rewards can be enjoyed. The Yellow Status,
The Green Status and The Blue Status will be the three in ascending order to redeem the
reward points and other rewards
• When they unlock The Blue Status, they will get another email that they just unlocked
some perks. One of these perks is a free salad on your birthday.
• Clicking on the logo or CTA will take them to the landing page
• Subject: Eat your salads, earn rewards
• Preview text: Best of Bombay Salad Co. - in your hands SALAD ON THE GO. Now that
you're a part of the family, here's an insider's tip.

20. Email #3
Page 1

21. Email #3
Page 2

22. Email #3
Page 3

23. Email #3
Page 4

24. Email #3
The header image.
Note – the image is in GIF format kindly view
it in slideshow

25. THANK YOU!
Presented by Pooja Pathare