Latest / The Retention Marketing Podcast with Fexingo: Email, SMS, and Loyalty for Repeat Customers / How a Meal Kit Brand Uses Email to Retain Subscribers Through Recipe Personalization
Transcript
- Lucas: So Luna, I was digging through my inbox the other day, and I got this email from a meal kit service I haven't used in months. But it wasn't the usual 'come back' pitch. It was a recipe for a one-pan miso salmon with a note that said 'Because you loved our teriyaki chicken.' And honestly? I almost re-subscribed. Luna: That's the power of personalization. It wasn't just a generic 'we miss you' email, it was something that actually spoke to your taste. Lucas: Exactly. And that's what we're digging into today. We're looking at how a specific meal kit brand, let's call them 'FreshCrate' to keep it neutral, uses email to retain subscribers through recipe personalization. This is not about their SMS or loyalty program, it's purely about the email side. Luna: And what's the key insight here? Is it just about using their name in the subject line? Lucas: No, it's much deeper. FreshCrate isn't just using first names. They're tracking every recipe a subscriber cooks, every ingredient they rate, even how often they skip a delivery. Then they use that data to send recipe recommendations that are tailored to each person's taste profile. Luna: So it's like a Netflix recommendation engine, but for food. Lucas: Precisely. And the results speak for themselves. They've seen a 20 percent increase in repeat orders from subscribers who engage with these personalized recipe emails, compared to those who get the generic newsletter. That's a significant lift in a subscription business where churn is the biggest enemy. Luna: Twenty percent is huge. But how are they actually collecting that data? I imagine a lot of it comes from the app or the website where people choose their meals. Lucas: Yeah, that's the main source. Every time you log in to pick your meals for the week, you're rating the recipes, you're swapping ingredients, you're skipping certain dishes. FreshCrate also sends a post-delivery email asking you to rate the meals you received. So they're building a pretty detailed picture of your preferences over time. Luna: And then they use that to send you recommendations? How often are these emails going out? Lucas: They've got a few different flows. There's a weekly 'Your Meal Plan' email that's personalized with your top-rated cuisines and dishes. Then there are triggered emails, like if you haven't ordered in a while, they'll send a 'We Miss Your Taste Buds' email with recipes similar to ones you've rated highly. Luna: I've seen those. They're effective because they're not just saying 'come back,' they're showing you something you actually want to eat. Lucas: Right. And they also use behavioral triggers within the email itself. For example, if you click on a recipe but don't order, they might follow up a day later with a similar recipe or a reminder that the recipe is still in your 'favorites'. Luna: That's smart. It's almost like a retargeting ad, but inside the inbox. Lucas: Exactly. And the subject lines are a big part of it. They don't just say 'Your weekly meal plan.' They'll say something like 'Luna, your favorite chicken dish is back' or 'Try a new twist on the pasta you loved.' Luna: That's got to boost open rates. I know I'm more likely to open an email if it mentions a specific dish I enjoyed. Lucas: Absolutely. They've seen open rates that are 30 to 40 percent higher than their standard promotional emails. And click-through rates have doubled because people are curious to see what's in it for them. Luna: So what's the catch? Is there a risk of being too personal, or even a bit creepy? Lucas: That's a good question. There's definitely a line. If you go too far, like referencing something they searched for but didn't buy, it can feel invasive. FreshCrate is careful to only use data that's directly related to their service, like recipes they've actually ordered or rated. They avoid using browsing data from the wider web. Luna: That makes sense. It's about being relevant without being creepy. Lucas: And they also give subscribers control. You can opt out of personalized recommendations and just get a generic plan if you prefer. That's important for trust. Luna: So what's the one takeaway for other brands listening? Is this approach only for food companies, or can it be applied more broadly? Lucas: Oh, it's definitely transferable. Any brand that sells something with taste or preference data can use this. Think about a skincare brand that sends personalized routines based on skin type, or a book subscription that recommends authors you've liked. The key is to collect the right data and then act on it in a way that feels helpful, not salesy. Luna: And it's not just about the content, it's also about the timing. They're sending these emails at the right moment in the subscriber's journey. Lucas: Exactly. The trigger-based emails are what really drive the retention. It's not just a monthly newsletter. It's a continuous conversation based on what the subscriber is doing or not doing. Luna: I've also noticed that FreshCrate includes a 'rate your last meal' prompt right in the email. That's a clever way to gather more data while you're already in the inbox. Lucas: Yeah, they use that to feed the algorithm. Every rating makes the next recommendation better. It's a flywheel. Luna: So what are the metrics they're looking at to measure success? Is it just repeat order rate, or are they looking at something like customer lifetime value? Lucas: They're keeping an eye on repeat order rate, but they also track something called 'recipe diversity' — that's the number of different recipes a subscriber tries in a quarter. They found that subscribers who try more than three different recipes in a month are 50 percent more likely to stay active for six months. Luna: So they're using email to encourage people to step out of their comfort zone and try new things, which in turn makes them more invested in the service. Lucas: Right. They send 'You might also like' suggestions based on similar tastes, and they often include a gentle nudge like 'Fans of this dish also loved this one.' It's a clever way to expand the subscriber's palate and their dependence on the service. Luna: It's basically making the email an integral part of the meal planning experience. It's not just marketing, it's utility. Lucas: Exactly. And that's the real lesson here. When email becomes a helpful tool that makes the subscriber's life easier, it's not seen as a nuisance. It's something they look forward to. And that's how you build long-term loyalty. Luna: I think we've hit on something really valuable here. And if today's conversation has sparked an idea you might actually use in your own retention strategy, that's exactly the kind of thing that keeps this show going. If you want to make sure we can keep having these conversations without ads, you can support us at buy me a coffee dot com slash fexingo. Lucas: Yeah, it's a small gesture, but it really does help us keep the show independent and focused on the practical stuff. And we're grateful to anyone who does. Luna: So back to the meal kit example. What's the one thing you'd want our listeners to remember about using email for personalization? Lucas: I think it's that personalization isn't just about using someone's name. It's about using the data you already have to make the subscriber feel understood. If you can show them that you know what they like, you're not just selling them something, you're providing a service. And that's the kind of value that keeps people coming back. Luna: And it doesn't have to be complicated. Start small, maybe just segment your list by a key preference, and build from there. Lucas: Right. And always give people a way to opt out if they want a more generic experience. Respecting their boundaries is part of the trust equation. Luna: Great advice. Well, that's a wrap for today. Join us next time when we'll be looking at how a beauty brand uses SMS to retain customers with personalized product recommendations. Until then, keep your customers close and your emails personal. Lucas: And keep cooking something new. See you next time.