Email Copy
Skiptown Bar & Park Membership Email Copy
In an effort to increase activity in their dog bar and park, the head of marketing of Skiptown came to me and said, “We need to target 3 separate groups of people.”
Group 1: People who at some point signed up to receive email updates from Skiptown and maybe had visited the bar and park before, but who hadn’t purchased a membership. We wanted to increase traffic by encouraging these folks to visit the bar and park. Being earlier in the stages of awareness (because again, it’s possible these people have never visited SKiptown) the messaging here was about why Skiptown’s bar and park will be their pup’s new favorite place. By signing up for emails previously, they’d gotten a free 10-day VIP membership trial. The offer I came up with for this group was the opportunity to extend that membership trial.
Group 2: People who visited the bar and park “regularly” (at least 3 times per month) but weren’t paid members. The goal here was to increase membership purchases. Since these folks are already familiar with Skiptown, the focus of the emails was to explain what the benefits of membership are and to promote the offer I came up with: A free $10 bar credit when they signed up for a monthly membership.
Group 3: People who had already had a paid monthly membership. The goal with this group was to encourage them to upgrade to an annual membership. These folks already know and love Skiptown, so the emails focused solely on the benefits of an annual membership and highlighted the offer I came up with: A free $20 bar credit, and a free 13th month of membership.
Here's what I wrote:
GROUP 1
EMAIL 1
Subject line 1: Get a FREE 10-day extension of your VIP Membership Trial
Preheader text 1: 9.1 pet parents recommend Skiptown
Subject line 2: Imagine if you were a Skiptown VIP Member again
Preheader text 2: Reply to this email and you could be
How can you know fur sure that you and your pup will love being regulars at Skiptown?
The way we see it, you have two options.
- Build a time machine and travel into the future to a time after you and your pup became Skiptown regulars. (Your dog is living their best life. You’re happier because you have a new go-to spot where you can hang out with your dog, both doing what you love. Also, your hair looks great.)
- Take the recommendation of over 1,000 Skiptown pet parents and their pups.
No, you don’t have to interview over 1,000 people and dogs. We already did that. (Well, the people. We tried interviewing dogs too, but they just kept licking the mic.)
In a recent survey of Skiptown pet parents, of over 1,000 respondents, when asked, “On a scale of 1-10, how likely is it that you would recommend Skiptown to a friend or colleague?” the average answer was 9.1.
Over 90% of Skiptown pet parents would recommend you bring your pup to play at Skiptown.
Here are a few reasons Charlotte pups and their people love Skiptown:
- Pups can run off-leash indoors and outdoors (FREEDOM!!!) while their people hang out with friends and watch how cute and funny their pups are
- Dog moms and dads know their pups are playing in a safe and friendly environment (thanks to our Purple Shirts. That is, our dog behavior-trained team members wearing purple shirts.)
- Three words: Turf, turf, and turf. Pups love it because it gives them more traction for zoomies than concrete or dirt. Their people love it because it’s more forgiving than concrete and less messy than dirt. (Plus, it’s a lot cooler during the summer!)
If you wanna experience all of the above and more for FREE, now’s your chance!
For a limited time, you can get FREE unlimited entry to the bar & park by extending your VIP Membership Trial for another 10 days!
Just reply “Make me a VIP!” to this email or click the fancy button below, and we’ll extend your VIP Trial!
But get the lead, err we mean zoomies, out — this offer is only good for 48 hours.
So SKIP (don’t walk) to redeem your 10-day VIP Trial extension now!
BTW. If you choose number 1…PLEASE keep us posted on your progress. We’re v anxious to see when someone will actually invent a dog translator.
EMAIL 2
Subject line 1: Let your dogs run free while you hang out and relax
Preheader text 1: It’s the best of both worlds
Subject line 2: Hang out with your pup at a place you’ll both love
Preheader text 2: Come play for free for 10 days
What if your pup’s FAVORITE place in the world could also be one of your favorites? Spoiler alert: IT CAN BE.
“I love Skiptown because I love being able to have my dog off leash to run around freely while I can enjoy a drink and socialize.”
“I can drink and he can play.”
“She can be off leash and have freedom to run and play. That makes it a lot more fun for us humans when she isn’t constantly trying to pull on the leash to go play with her friends.”
“I get to have some fun with friends while spending time with my dog getting energy out!”
“She gets her time to have a blast and I get mine! It’s a win win. Oh, and the drinks are delicious.”
“I can have a fun night out without worrying about my dog back at home. He has so much fun and it tires him out.”
“The best thing about Skiptown is the fact that I can hang out with my pup.” 💜
Charlotte pet parents who’ve come to know and love Skiptown know this:
It’s not just about a great experience for your dog that forces you to sacrifice your own unwind time while they get the zoomies out. And it’s not just about a great experience for you where you drag your pup to a brewery so you don’t feel guilty.
This is about a great experience for BOTH OF YOU.
Dogs. Are. Family. It’s honestly as simple as that.
We created Skiptown to give you and your pup space to both do exactly what you love while being together.
We want as many Charlotte pet parents as possible to experience this first-hand (and first-paw.)
So, for a limited time, you can get FREE unlimited entry to the bar & park by extending your VIP Membership Trial for another 10 days.
Just reply “Make me a VIP!” to this email or click the fancy button below, and we’ll extend your VIP Trial!
But don’t wait — this offer is only good for another 24 hours.
Give your pup and yourself 10 days of fun and play together.
EMAIL 3
Subject line 1: Don’t miss out on 10 free days of play
Preheader text 1: Extend your VIP trial now — last chance
Subject line 2: There’s never been a better time to come back to Skiptown
Preheader text 2: Last chance to extend your VIP tria;
Your dog plays. You play. Everyone wins..
👆 You’ve probably heard us say that a lot.
There’s a reason for that.
Skiptown was built for pups and their people. It’s the perfect place for your pup to get their zoomies out, make tons of new friends, and sip on bone broth dog beer.
It’s also a perfect place for you to get your zoomies out, make new friends, and sip on a signature cocktail, draft beer, or glass (or two) of wine.
Think of it like the old one for you, one for me adage:
20,000+ square feet of indoor and outdoor off-leash play for your pup, a full-service bar with signature cocktails, and 24 draft beers on tap for you.
Zoomie-perfect turf, rocks to climb, and a splash pad for your pup, plenty of comfortable and relaxing seating for you.
New butts to sniff and frands to play with for your pup, new frands to meet and hang out with for you. (Humans: Might wanna skip the butt-sniffing part.)
While your pup runs off-leash with friends, you can relax and hang out with yours. Grab a drink from our full-service bar and sit back while you watch your pup have the BEST DAY EVER.
So, yes. Your dog plays. You play. Everyone wins.
Take advantage of 10 FREE days of play by extending your VIP Membership Trial for another 10 days.
But hurry — this is your last chance.
Just reply “Make me a VIP!” to this email or click the fancy button below, and we’ll extend your VIP Trial.
But don’t wait — this offer is only good for another 48 hours.
We can’t wait to see you and your pup come play — and win — together.
GROUP 2
EMAIL 1
Subject line 1: A better social life and a happier pup
Preheader text 1: Get unlimited entry to the bar & park
Subject line 2: There’s never been a better time to become a Skiptown member
Preheader text 2: Get a FREE $10 bar credit
Subject line 3: You can get a FREE $10 bar credit right now
Preheader text 3: Get unlimited access to the bar & park
Does your pup like making new friends? Do you like hanging out with yours?
Perfect.
“I love Skiptown because I get to have some fun with friends while spending time with my dog getting energy out!”
We created Skiptown to give you and your pup space to both do exactly what you love while being together.
Our indoor and outdoor doggo dreamland is the perfect place for your pup to get their zoomies out, make tons of new friends, and sip on bone broth dog beer.
It’s also a perfect place for you to get your zoomies out, hang out with friends, and sip on a signature cocktail, draft beer, or glass (or two) of wine.
If you want a more seamless social life for you and your pup, a Bar Membership is the perfect way to come and play in South End’s backyard as much as you want.
For $40/month, you and your pup get unlimited entry to the bar and park.
We want you to get to hang out with your friends — so you also get three free day passes per month to share with first-time visitors.
And we also want you to reallllyyyy unwind when ya get there, so we’re giving you a FREE $10 bar credit if you sign up for a Bar Membership.
Just reply “Make me a Bar Member!” to this email or click the fancy button below, and your $10 bar credit will be waiting for you next time you visit.
But get the lead, err we mean zoomies, out — this offer is only good for 48 hours.
So SKIP (don’t walk) to become a Bar Member now!
If for some reason Skiptown isn’t your pup’s favorite place, you can cancel your membership at any time.
(We’re pretty sure your pup’s gonna love being a member.)
EMAIL 2
Subject line 1: Don’t miss out on your FREE $10 bar credit
Preheader text 1: Get unlimited bar & park entry for a month
Subject line 2: Where everybody knows your (pup’s) name
Preheader text 2: Our team LOVES your dog
Subject line 3: Give your pup and yourself a month of unlimited play
Preheader text 3: 24 hours left for a FREE $10 bar credit
Welcome to Skiptown: Where everybody knows your (pup’s) name
“Phenomenal staff! Friendly folks who know our dogs by heart.”
“The staff keeps an eye on the dogs while also giving my pup all the scratches/belly rubs. (She goes up to each of them requesting such things and they oblige, which I appreciate).”
“I love the staff at the bar and park! Always so helpful – they know and look out for my dog!”
ICYMI: We’re dog people.
We hire dog-loving people with professional pet care experience who demonstrate trustworthiness, reliability, strong judgement, and give first-class belly rubs.
There’s a very likely chance that our team will get to know your dog on one of their first visits and greet them each and every time they visit.
We get to know our regulars. And by regulars, we mean dogs.
Make your pup a regular with a Bar Membership and get unlimited entry to our bar and park, plus three free day passes per month to share with first-time visitors.
Oh, and give us a chance to learn your drink order — sign up for a membership within 24 hours and get a FREE $10 bar credit next time you visit the bar and park.
Just reply “Make me a Bar Member!” to this email or click the fancy button below.
See you soon, regular.
EMAIL 3
Subject line 1: Get yourself and your pup out of the house more often
Preheader text 1: And get a FREE $10 bar credit (last chance)
Subject line 2: How to know if a Bar Membership is right for you
Preheader text 2: Last chance for a free $10 bar credit
Subject line 3: Your $10 bar credit is expiring
Preheader text 3: Your pup can play. You can drink.
The membership for Charlotte pups and their people
A Skiptown Bar Membership is for you if…
- You’re a dog mom or dad in Charlotte
- You love getting to hang out with your pup and your friends together
- You and your pup want unlimited access to South End’s backyard
- You enjoy sipping signature cocktails, wine, and/or local draft beers
- You want to socialize with humans (and dogs) more
- Your dog wants to socialize with dogs (and humans) more
- You know other pet parents who would love Skiptown and want to bring them for free
- You like a balance between expert support and being self-led
Created by pet parents (us) for pet parents (you), Skiptown isn’t just about a great experience for your dog that forces you to sacrifice your own unwind time while they get the zoomies out. And it’s not just about a great experience for you where you drag your pup to a brewery so you don’t feel guilty.
This is about a great experience for BOTH OF YOU.
We created Skiptown to give you and your pup space to both do exactly what you love while being together.
If you want to make Skiptown a regular part of your routine, a Bar Membership is the perfect way to come and play in South End’s backyard as much as you want.
For $40/month, you and your pup get unlimited entry to the bar and park.
You also get three free day passes per month to share with first-time visitors.
AND, sign up for a Bar Membership right now and get a FREE $10 bar credit.
Just reply “Make me a Bar Member!” to this email or click the fancy button below, and your $10 bar credit will be waiting for you next time you visit.
But hurry — this is your last chance.
If for some reason Skiptown isn’t your pup’s favorite place, you can cancel your membership at any time.
GROUP 3
EMAIL 1
Subject line 1: Get unlimited access to the bar & park for 13 months
Preheader text 1: We’re not superstitious. But we are a little stitious.
Subject line 2: You can get a FREE month of membership
Preheader text 2: Free 13th month when you upgrade to an Annual Membership
Subject line 3: You can get a FREE $20 bar credit right now
Preheader text 3: Get unlimited access to the bar & park for 13 months
Have you ever done the math to see how much you’d save with an Annual Bar Membership?
Well, you probably haven’t done the math, because…who would ever think to do that?
(We did. We thought to do it.)
And here are the results.
A Monthly Bar Membership: $480/year (at $40/month)
An Annual Bar Membership: $300/year (which equals $25/month)
That’s $180 in savings a year, or $15 a month, depending on how ya look at it.
But that’s not all. When you purchase an Annual Bar Membership, you get a FREE 13TH MONTH!
So that’s $300 for THIRTEEN MONTHS.
And one more thing. If you upgrade from a Monthly to an Annual Membership within the next 48 hours, you’ll get a FREE Skiptown swag bag that includes a $20 bar voucher!
Just reply “Make me an Annual Member!” to this email or click the fancy button below, and your swag bag and $20 bar credit will be waiting for you next time you visit.
But get the lead, err we mean zoomies, out — this offer is only good for 48 hours.
Get free swag. Get a free bar voucher. Get a free month.
Sounds like a — dare we say — win, win, win.
EMAIL 2
Subject line 1: Don’t forget about your $20 free bar credit
Preheader text 1: Upgrade to an Annual Membership and save
Subject line 2: What you can do with the $180 you’ll save
Preheader text 2: Or the $15/month you’ll save
Subject line 3: Wanna save $180? Plus get a FREE month?
Preheader text 3: Oh, AND a $20 bar credit?
What you could buy with your Annual Bar Membership savings
ICYMI, here’s some savings math for ya:
A Monthly Bar Membership: $480/year (at $40/month)
An Annual Bar Membership: $300/year (which equals $25/month)
That’s $180 in savings a year, or $15 a month, depending on how ya look at it.
So, what could you do with that savings?
$180 could buy you…
- A really nice dinner out and a bottle of wine, or…
- A pair of those On running shoes everyone loves, or…
- 6 months of heartworm and flea/tick treatment for your pup, or…
- An HBO Max membership, or…
- 180 Puppuccinos at the Skiptown bar
(We have a feeling your pup will choose the last one. And your pup should get to choose…right?)
But that’s not all. When you purchase an Annual Bar Membership, you get a FREE 13TH MONTH!
PLUSSSSSS. If you upgrade from a Monthly to an Annual Membership within the next 24 hours, you’ll get a FREE Skiptown swag bag that includes a $20 bar voucher!
That way, you have something to drink while your dog is having 180 Puppuccinos.
Just reply “Make me an Annual Member!” to this email or click the fancy button below, and your swag bag and $20 bar credit will be waiting for you next time you visit.
Butcha only got 24 hours left…so hurry.
EMAIL 3
Subject line 1: Imagine unlimited access to the bar & park for 13 months
Preheader text 1: And get a FREE $20 bar credit (last chance)
Subject line 2: Your $20 bar credit is expiring
Preheader text 2: Upgrade to an annual membership now for big savings
Subject line 3: Last chance for a free $20 bar credit
Preheader text 3: Upgrade to an annual membership now for big savings
What could you buy with your $20 bar credit?
If you upgrade from a Monthly to an Annual Membership within the next 24 hours, you’ll get a FREE Skiptown swag bag that includes a $20 bar voucher.
$20 could buy you…
- 2 mimosas, or…
- 1 signature cocktail and 1 draft beer, or…
- 4 Lenny Boy kombuchas, or…
- An entire bottle of wine on Wednesdays, or…
- 20 Puppuccinos 😉
And don’t forget the savings you get by upgrading to Annual Membership:
A Monthly Bar Membership: $480/year (at $40/month)
An Annual Bar Membership: $300/year (which equals $25/month)
AND. When you purchase an Annual Bar Membership, you get a FREE 13TH MONTH!
This is your last chance to get the FREE $20 bar credit, so upgrade now.
Just reply “Make me an Annual Member!” to this email or click the fancy button below, and your swag bag and $20 bar credit will be waiting for you next time you visit.
See you soon! 🥂🍻🍹
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