Chipotle reported a 133.9% growth in digital sales in Q1.

On top of that, Chiptole only spends 3.3% of its revenue on marketing.

This means optimizing every dollar they spend.

And their email marketing strategy does just that.

Copy these 6 emails from Chipotle

1. Relevancy

National Burrito Day was on April Fools day this year.

Around that time, Coinbase was set to go public.

PLUS, a story had gone viral about a man who locked himself out of his crypto wallet.

And Chipotle created a game around it.

Bitcoins or Burritos.

The game requires users to guess a six-digit code to either win a free burrito or up to $25k in Bitcoin.

The image is genius. Very "crypto"

The directions are simple.

Relevancy was key: April Fools, National Burrito Day, Coinbase IPO, and lost pwd story.

And did it work:

2. Inform

Chipotle has put an emphasis on targeting Millennials and Gen Z through their marketing efforts.

This email is a perfect example.

Why?

Millennials and Gen Z love eco-conscious brands.

And while this email isn't sexy...

...it gets the job done.

It informs readers on how Chipotle is "Cultivating a Better World."

Something that's very important to their target audience.

3. Trends

First, Chiptole understands TikTok. They're absolute killers on there.

Knowing a menu hack had gone viral, Chipotle create a promo about it.

Limited time Hand-Crafted Quesadilla with "Dragon Sauce."

They even address the for you page and link you to the hack.

4. National X Day

Here's the key to any "National X Day"

Only participate when it's relevant to your brand.

When it is -- delight your customers.

There are millions of memes about Chipotle's Guac.

So, they chose to give you free guac on National Avocado Day.

Easy win.

5. Delight + Reward

Sometimes Monday sucks.

To make them better, Chipotle delights you with FREE delivery every Monday.

Don't want it now -- they'll remind you next Monday.

Plus, you'll get rewarded for using the free delivery.

Happy surprises = Happy customers

6. Purposeful Creative

The common denominator in each email is the killer imagery.

Each image adds context to the copy.

And naturally seduces you to keep scrolling through the email.

If anything, you should crave Chipotle after every email.

This is one of my favorites:

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TL;DR

1. Join the headlines
2. Inform your target audience
3. Pounce on trends
4. National X Day when relevant to your brand
5. Delight then reward
6. Use purposeful creative