Each year, Jeni’s releases 4 new flavor collections, which they promote with a multi-part email campaign. “We have the equivalent of an ignition sequence with each release,” Morgan says. First, his team builds a landing page to promote the collection. Then, they create a series of targeted emails to generate interest and drive traffic.

“Every flavor gets its own individual email,” he says. “And each email includes layers promoting other things, such as our Valentine’s gift guide, or non-commercial editorial content.”

Time and again, those emails drive significantly more sales for Jeni’s than any other digital media. “We have forty-some digital channels,” Morgan says. ”But the beating heart of our digital marketing, along with our website, is email.”

When you think about it it’s not all that surprising. “It’s really easy to just hit ‘Like’ on a Facebook page," Morgan says. "But when you subscribe to an email list, you are showing a very high-level interest. It only makes sense to invest in capitalizing on that.”