Winning back lapsed customers

Mindful Chef, is a health-focused food box company set up by school friends Giles, Myles and Rob. Since their launch in 2015, they've shipped over 10,000,000 ingredients from incredible small farms across the UK. Find out how we worked with their CRM team to win back lapsed customers.

The brief

A segment of lapsed customers was identified by Mindful Chef’s internal CRM team as a potential group that could be re-engaged and re-activated. Whilst the client would take responsibility for engaging this group themselves through Email and SMS, Prospect Knight was brought in to execute the Direct Mail for this campaign.

The approach

This campaign consisted of sending the lapsed customer segment a series of SMS, Emails (of which were handled by Mindful Chef) and Direct Mail.

So that creative, messaging and offers across all three channels could be tailored to the receiver, the audience was further segmented into 4 sub-groups based on data for portion size per meal and food preferences.

The Direct Mailing consisted of a 4pp A5 brochure inserted into a branded addressed envelope. Because of the 4 sub-groups there were numerous variable elements of the artwork.

*The meals and offers advertised alternated depending on the segment as shown in the image below.

The results

  • 3% of customers were won-back

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