What We Did

Direct Mail, Shared Mail, Microsite, 8 Rules for Direct Mail Response, Customer Acquisition, Customer Reactivation, Winback Marketing, Creative Testing, Control Beaters, Conversion Rate Optimization, CAC Reduction, Test-and-Learn Strategy, Performance Creative, Direct Response Marketing

From Creative Fatigue to Control-Beating Growth.
HelloFresh needed a repeatable way to improve direct mail performance across six distinct delivery brands. Using our 8 Rules for Direct Mail Response, we developed and tested acquisition and reactivation creative tailored to each brand’s objective. The work established new controls for HelloFresh and Good Chop, lowered HelloFresh CAC, and lifted Factor reactivations. The result was a scalable creative-testing approach that delivered measurable growth across multiple brands in the portfolio.

Combating Creative Fatigue Across Six Distinct Brands

HelloFresh needed to combat creative fatigue and improve direct mail performance across six distinct delivery-service brands: HelloFresh, Factor, EveryPlate, Good Chop, Green Chef, and The Pets Table. Refresh acquisition creative without sacrificing performance. Build stronger winback messaging for former customers. Establish new controls that could sustain higher ROI. The challenge was to apply a consistent response methodology while adapting the creative approach to each brand and objective.

A Repeatable Direct Mail Framework, Tailored to Every Brand