HelloFresh SE is a German publicly traded meal-kit company based in Berlin, Germany. It is the largest meal-kit provider in the United States with
operations in Australia, Canada, Denmark, New Zealand, Sweden, and Western Europe.
A problem HelloFresh had, not dissimilar to many other online subscription businesses, was the loss of customers due to lapsing subscriptions or abandoned cart during the process of an order. HelloFresh provided us with a list of emails of 400,000 abandoned cart customers that had either unsubscribed or were no longer engaging with eDM campaigns. Requesting that a Direct Mail campaign be executed after extracting addresses for each email. that had either unsubscribed or were no longer engaging with eDM campaigns.
Due to the last-minute nature of the promotions and store openings, we were challenged with having to ensure products were produced and delivered in a timely manner to each store while ensuring any potential freight delay was mitigated.
We recognised that a Direct Mail campaign would be best suited for this engagement, whereby customers would receive a personalized discount coupon in the form of a QR Code in the mail. Our support services team cleansed the data and cross matched emails with residential addresses from other providers that had captured this data against the requisite email address. We successfully matched 47% of the emails with a residential address providing Hello Fresh with 200,000 verified addresses that we could target with a Direct Mail campaign.
We executed the campaign with the pack comprised of an outer Envelope, Personalised Letter and a Coupon Card with a unique
redemption code affixed to the letter as the call to action. The pack was distributed via Australia Post nationally to each letterbox with a redemption rate of over 3%.