A meal kit delivery service uses an email series to explain exactly what customers need to know to get started.
Mailer Name: Chef’d
Date Emailed: January 19, 2017
Home meal delivery services have been popular e-commerce startups in the last few years. One of them, Chef’d, based in El Segundo, California, began in 2014. It differentiates itself from its competition in several ways, such as its partnerships with celebrity chefs and publications.
Curious consumers who opt in to receive email from the company first get a welcome message. The next one seeks to answer a basic question: “How does it work?” It appears in both the subject line and the headline at the top of the email.
Immediately below, a customer can click on the play button on the thumbnail image. It clicks through to play a Vimeo video on Chef’d’s website. Or, as an alternative, three steps appear underneath to lay out a bare bones explanation of the service.
A call to action button lets the customer start shopping for meals on the site. But right below, though, the consumer finds out that they can save $10 on their first order. And, another button leads them right back to the main shopping page.
Two blocks below presents the customer with the main options for their food ordering and delivery. The first one allows them to create a meal plan curated by a respected content partner, such as Weight Watchers. The other gives them far more flexibility in ordering individual meals. Several hundred choices are available, based on a variety of criteria, like diet or type of protein.
Besides the images, bullet points provide a little more information on both options before jumping over to the website.
Make it easy for your customer to understand exactly what you can do for them, and how that differs from other companies.