Despite the fact 14 to 18% of shoppers research online before buying food items, beverage brands continue to underinvest in email marketing. L2’s Digital IQ Index: Beverages finds that seven in ten brands offer email sign up, but only half of the participating brands follow up with one message or more. The entire category sends an average 0.27 messages per week, more than the beer industry’s average (0.07) but less than the food industry (0.4).

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Exceptions are Coca-Cola and Samuel Adams. Coca-Cola sends weekly messages offering bonus points for the MyCokeRewards program, links to contests, and birthday emails. Samuel Adams’ monthly newsletter links to events, features a product of the month, has a food recipe and links to an online RSVP form for a brewery tour.

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