The document summarizes an analysis of the email marketing strategies of two similar snack box subscription companies, MunchPak and graze. It outlines their strategies across three rounds: acquiring new subscribers, handling abandoned carts and order cancellations, and win-back campaigns for canceled customers. In each round, the strategies of the two companies are compared. Overall, graze is determined to have a more thoughtful, multi-touch and timely email strategy that creates a better customer experience, making it the winner of the analysis.
2. Teardown of two email strategies:
We reviewed with two similar subscription snack box
companies in order to understand their email flows and
determine which email marketing strategy is the most
effective.
Checkout the online version here on our website!
Get ready to rumble!
3. • Selection of snacks (and drinks)
from around the world
• Choose from 5, 10, or 20 snacks
• Frequency of weekly, every 2
weeks or monthly
• Selection of small discovery size
“healthier snacks”
• Option to customize snack
selections
• Ability to purchase snacks from
online store
The contenders
Introduction
Round 1:
Subscribe
Round 2:
Abandoned
Cart
Round 3:
Purchase
Winner
4. The actions we took in each round
Subscribe to email
newsletter/purchase
Canceled account
after a month
ROUND 3
Introduction
Round 1:
Subscribe
Round 2:
Abandoned
Cart
Round 3:
Purchase
Winner
ROUND 2ROUND 1
Evaluate win-back
emails
14. Good CTA
Time sensitive promotion
gives a sense of urgency
DAY 01 Welcome email
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
Dynamic coupon
code
$3 sounds like a very
small discount
15. This is helpful for eager
customers and will cut
down on the number of
questions to support.
A link to the FAQs is good
for support requests.
DAY 01 Welcome email
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
Dynamic coupon
code
16. Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
Round 1 goes to…
The welcome email from MunchPak was
timely, clear, and to the point.
There was no mistaking what action they
wanted subscribers to take.
17. DAY 31 Cancellation email
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
We didn’t receive a cancellation email, which I found odd.
MunchPak put us directly into their email list of off the mark
win-backs (we’ll get to those!) and promotions.
18. Direct CTA to start
deliveries again
While the CTA is a good
start, why not offer
them a promo right
away to keep them?
DAY 31 Cancellation email
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
This is confusing. It sounds like
I need to take an action instead
of just letting me know the
subscription has stopped.
Why is the link
highlighted in yellow?
This is not something
you see in any of the
other email from graze.
19. Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
Round 2 goes to…
Not much of a battle this round.
MunchPak didn’t show up when it came
to a cancellation email.
Graze did a good job prompting me to
start deliveries again.
20. DAY 42 Win-back
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
The branding of the emails
I received from graze was
consistent, like the footer.
They should get rid of this
button. I haven’t raised my
hand to ask for help.
50% off is a big deal. Why
have they buried this in
the email and not made it
very clear?
21. DAY 37 Win-back AKA abandoned cart
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
This email felt odd to
receive as someone who
had already purchased
(and then cancelled).
They have my name,
purchase, and previous
order data. Why not
personalize the email to be
relevant to me?
Frankly, this is a really
boring email. There is no
imagery, CTA, or link.
22. Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
Round 3 goes to…
graze has a a thought out win-back
series that was multi-touch and timely.
MunchPak could use an overall audit on
their sending plan.
23. And the winner is…
With more helpful, timely, and
strategic emails, graze has
created a customer experience
that is easier to follow up and
more relevant.
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
Hinweis der Redaktion
badge as logo use case may not be great?
+link to online version
day + action at top with actions below (separated in half)
day + action at top with actions below (separated in half)
day + action at top with actions below (separated in half)
day + action at top with actions below (separated in half)
day + action at top with actions below (separated in half)
day + action at top with actions below (separated in half)
day + action at top with actions below (separated in half)
day + action at top with actions below (separated in half)
wayfair logo + label reads as part of email. make title appear as if it is for entire slide as opposed to small view email. borrow design (consistency) from action slide 2 slides up. too many outlines going on here. tone down green, maybe for light grays so whatever is outlined in green is purposefully highlighted.
wayfair logo + label reads as part of email. make title appear as if it is for entire slide as opposed to small view email. borrow design (consistency) from action slide 2 slides up. too many outlines going on here. tone down green, maybe for light grays so whatever is outlined in green is purposefully highlighted.