After a long career in publishing that included stints at Harper’s Bazaar and as Yahoo’s Food editor in chief, Kerry Diamond, founder and editor in chief of Cherry Bombe, opened a restaurant. “I had never worked in restaurants, but I’d done everything related to books and magazines and newspapers,” said Diamond.”
“Publishing was my world, but the restaurant really opened my eyes. I realized women’s stories weren’t being told or prioritized in the industry. I was learning about all these incredible women and I wanted to help tell their stories. I had this idea to do a magazine called Cherry Bombe. I spent about a year working on it and it came out in May 2013.”
In 2013, Cherry Bombe launched as a print magazine. They needed to start their email list — and build their online presence — from scratch. At the time, they were hindered by a clunky email marketing platform that made it difficult to customize messaging and nearly impossible to align the brand’s aesthetic which was inspired by a rich history of beautifully designed print magazines.
They also needed to take more ownership of their content and communication strategy which was largely built on Instagram. They migrated to Mailchimp in 2014 for the ease-of-use, template options, and the ability to easily market products and track revenue through campaigns. But the secret sauce to their highly engaged email list lies in Cherry Bombe’s compelling, consistent content — stuff that readers are eager to receive in their inboxes.
The platform has helped them crystallize their brand’s look and messaging even while audience outreach and engagement remained focused on Instagram. During and after the pandemic, Cherry Bombe knew they needed to take more ownership of their messaging and audience outreach by focusing — and recalibrating — their email marketing approach.