HelloFresh homemover direct mail campaign

Solution

HelloFresh knew that success wasn’t just about letting people know about their product; it was about timing of the message too.  Working with their agency PSE, they identified Homemovers as a potential audience. This ‘life-changing event’ meant that consumers reassess many parts of their lives; HelloFresh could target them straight after moving, a time when they are changing numerous products and services they receive.

As a starting point, PSE recommended adding Royal Mail Homemover data to HelloFresh’s traditional September large mailing – timed to drop after the long summer holidays.  Initial testing of the data delivered a breakthrough in response rates, with tracked voucher codes posting a 28% uplift on already high performing data sets; it was clear the Homeover opportunity had to be maximised. 

As the Royal Mail dataset is limited in volume, PSE identified new specialist Homemover data providers. Once these were established, HelloFresh customer profiles were overlaid and insights which had been learned from developing the channel over the previous 3 years were applied to create the next campaigns.

It was decided to use the successful creative from previous campaigns to avoid adding another variable - on top of the new audience and the element of timing – to the testing mix.

The role of mail was to encourage people online to see the exciting range of menus and recipes and the ‘simple to order’ customer journey, so this mailing used a simple, clean, fresh design to do just that. Inside were unique QR codes that not only tracked code redemptions but delivered the customer straight to the recipes ordering page.

Tipped onto the mailings were two voucher code cards. Removable offer cards made the piece interactive and gave the recipient two opportunities to respond, with the second card delivering an ‘introduce a friend’ opportunity as an additional perk.The Homemover mailings carried the tried and tested 60% off the first order offer.