When one of life’s essential activities seems like a chore, along comes a solution, delivered by mail.
Mailer Name: Hello Fresh
Date Mailed: June 2016
This startup is just one of several digital-first companies that provide ingredients to help consumers quickly put meals together. The address panel of this folded self-mailer, which was sent out in two sizes, uses an attention-grabbing shade of green. It matches the company’s logo and suggests “freshness.”
The tagline at top is a phrase likely uttered by many people every day: “Ugh. Grocery shopping.” “Eliminate the hassle and save time,” it continues. The image at right explains what the service involves: a box, recipe cards, and food. Another teaser below makes an offer for $50 off the first two shipments. The reverse side of the mail piece includes a call to action (via the web) and another detail (delivery is every week).
The mail piece unfolds to reveal two large inside panels. Below the fold at the top, a headline promises: “Everything you need for home-cooked meals.” The letter begins by sympathizing with the customer’s busy life: “We get it.”
It then begins describing how the service works, including available options, costs, and what’s inside each box ordered. It also restates the benefits: “less time meal planning … more time doing what you like.”
The call to action and response code appear in three places, along with a reminder of the discount offer. If the spot-glued card is separated from the rest of the mail piece, either can still be used to order.
Finally, “three simple steps,” each with an icon, reinforce the ease of the whole process. And a larger picture at the bottom displays the result, an unboxed shipment.
Make your order process easy to understand and follow.