GrubHub's Food Delivery Emails Drip With Personality and Offers
In early April I moved to Philadelphia, a city where online food delivery service GrubHub is present. Using GrubHub's app or website, you select a restaurant partnered with the service, place an online order and have delicious food delivered to your doorstep.
As part of changing my address online, I opted in to offers from GrubHub, and on April 1, I received an email with the subject line, "Here's $5 Off Your First Order."
The copy was to the point: the offer was $5 off my first order of $10 or more. Straightforward and snappy, two things GrubHub is known for, along with its playful design and bright colors.
Let's take a look at the 12 messages I received over the course of nearly three months as part of GrubHub's email drip campaign. Though the discount offer got a little sweeter along the way, it wasn't quite enough to get me to place an order. Nevertheless, it was fascinating to watch the evolution of the campaign, from offer to creative.