£6m Coffee Brand Wants to Start Leveraging Paid Media

Originally sent out: 27/03/25

T.E.A Break – 029

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I’ve got something a little different for you this week.

This week, I’m joined by a £6m coffee brand on our Grow with Evergreen podcast.

Darren and Lu are discussing why creativity is key for Google Ads in 2025 in this weeks’ T.E.A Talk.

In the latest Evergreen Uncut, we bring you behind the scenes as we turn a little idea into a big production… all for 5 seconds worth of film.

Without any further ado, let’s get into it…

Now the eagle-eyed among you will have noticed something a little different in this week’s T.E.A Break newsletter.

Yes, I’m running an experiment to see if bringing the content/videos further up the email improves the click-through rate.

I’m a marketer, so I love to test and measure.

We get fantastic open rates on this T.E.A Break newsletter, but the click-through rate has been steadily dropping.

I’m wondering if it’s because the content and videos are quite far down the email.

We’re all super busy, so one could argue I should start this newsletter with the most valuable content possible, and that is the videos we produce every week.

We’ll let the data decide.

I’m going to structure the newsletter like this for a few weeks and then compare numbers.

I’m going to share my findings with you, as there will be some learning in there for you, as well as me, I’m sure.

Here is what I’ve intentionally changed:

• The subject line – I’ve gone for the eye-catching podcast title rather than a title that reflects my personal insights.
• Lead with the video content – I’ve flipped the structure of the email on its head, bringing the thumbnails much higher up the email.
• Links at the top – I’ve linked to our YouTube playlists for our various content streams in the opening paragraphs of the email.

Three little tweaks and we’ll see how they impact the click-through rate over the coming weeks.

I’d genuinely love to get your thoughts and opinions on this.

What do you find most valuable from this T.E.A Break newsletter?

Should I lead with the content or continue with the personal insights?

I’ll share the results with you in the next few weeks.

To your continued success.

Aaron

PS. I have one favour to ask. Please share this newsletter link with one person you think will benefit from reading this – thank you.

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