The brand needed to dust the cobwebs off its dormant database, and reengage in a fashion more relevant to consumers interested in new and healthier ways to cook for themselves and their family. Open rates had dwindled to 8% and we needed to serve up some fresh material. This presented an exciting challenge to reactivate existing subscribers and, even more importantly, to attract new consumers.
We implemented a new content strategy designed to appeal to a younger, more health-conscious consumer and presented it in a fresh, contemporary, and inviting creative format. Through a series of emails offering a new value proposition, modern recipes, unique pairings, and the latest food trends, we successfully refreshed our relationship with consumers—boosting open rates by 300% and growing our database by 115%.
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