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Tofu - 16 email subject lines do's and don'ts, using impact reports to position your brand, and more
When you discover your emails went to junk
16 Do’s and Don’ts for how to write a killer climate tech email subject line
Email marketing is still rated as one of the most effective marketing tactics for customer engagement and lead nurturing, even in complex B2B industries like climate tech. To be effective, your marketing emails need to be opened and read – and subject lines are key to driving open rates. There is no magic formula, but if you follow these 16 Do’s and Don’ts, then your email open rates will improve over time. [Read more]
Asking hard questions to become even better: Too Good To Go’s Impact Report
It’s a great example of how a mission-driven, certified B-Corp (that’s also women-owned and led) demonstrates its impact while also talking about its brand and how it drives the team to continue to do better.
CEO Mette Lykke says, “It’s not enough to have a noble mission. We also have to ensure that we’re having a tangible, positive impact. […] But also asking hard questions so we can continue to be better both socially and environmentally. […] One of our core values is ‘raise the bar’. Every year, we hope to add more depth, more detail, and more hard questions to this report, and welcome - and value - all feedback.”
What we’re reading…
Email marketing continues to be on our minds as an effective channel for B2B marketing in climate tech. Once we’ve nailed the subject line (see above), it’s key to capture the reader once they’ve opened the email - through interactive content. Or “email 2.0”, as HubSpot calls it. Read on to see what the experts are talking about.
How to Make Your Emails More Interactive [Expert Tips + Examples]
“As a Millennial, my experience with email has been quite interesting.
For a while, it's where I received chain mail that I was forced to forward unless I wanted something terrible to happen to me or my family. Then, it was where I sent junk emails from brands I didn't care about.
Today, I look forward to checking my email and hearing from my favorite brands on everything from the news and the marketing world to product launches and sales.
As this marketing channel continues to evolve, one thing users are looking for is interactivity. It makes emails more fun to read, and on the brand side, is a great way to convert users.”
This article talks about what interactive emails are, why they’re important, and examples of brands getting it right. [Read more via HubSpot]
From the community
👋 Welcome new Tofus!
Thank you to everyone who’s subscribed to this newsletter and joined the Tofu slack community, here’s a roundup of our newest members! You can learn more about new members on #introductions, where you can say hi and welcome them to the community.
Elizabeth Landau is co-Founder of GreenPortfolio, a platform that offers consumers a way to fund climate solutions by recommending bank accounts, investments, and other financial products that invest in renewable energy. Elizabeth loves leveraging her analytical background in the marketing space and is looking forward to connecting and sharing ideas!
Natalie Lavery is the marketer for Climate People, a ClimateTech recruitment agency. Natalie is a passionate environmentalist, outdoor enthusiast, storyteller, and promoter of individual action, and is excited to learn alongside fellow Tofus!
Amy Yanow Fairbanks is Communications & Content Manager at nonprofit Clean Energy Trust. In her day to day, Amy promotes all of Clean Energy Trust's funding, program, and event opportunities, and also works hands-on with the Trust’s climate tech portfolio companies. She’s looking forward to being a part of the ToFu community!
Laura Katayama is the Co-founder and COO of Thanks a Ton, a new start-up in the carbon dioxide removal community. None of the Thanks a Ton’s team are marketers, so Laura is very excited to join Tofu and learn all she can to steer their company through a successful launch and into a growth phase.
Steven Brisley leads marketing for Camus Energy, a Series A startup enabling the community-led transition to a zero-carbon grid by empowering electric utilities with system-wide visibility and advanced controls, including both utility-owned and customer devices. Steven says he’s new to marketing, so eager to learn and share best practices, and is happy for people to reach out to him any time!
Katie Bailey is the Communications and Knowledge Management Coordinator for the Water and Energy for Food Grand Challenge, which is a multi-donor program that works with companies in developing countries and emerging economies to scale their water-energy-food nexus innovations and impact climate adaption and resilience, gender, poverty, and food security.
Sabreen Ahmed is a recent grad & Marketing Intern at New Columbia Solar, a full-service solar development company in D.C. Sabreen has spent the summer receiving training through the Clean Energy Leadership Institute’s EDICT program and is super eager to build a career in clean tech marketing!