Enhancing Your DM Strategy After Transitioning to a New Agency.
Since
Results
Since implementing this new strategy within the channel, Blue Apron has increased its prospecting scale around 4X that of its previous direct mail partner. The brand is excited by the wide variety of targeting opportunities available in the channel. SLM continues to refine its targeting strategy to test and identify new targeting models in order to continue optimizing performance for Blue Apron while mailing at a high scale.
Overview
Blue Apron is a meal-kit brand that delivers fresh, quality ingredients right to your door. Founded in 2012, the brand has set its vision on building a better food system, focusing on developing better standards for higher-quality ingredients with sustainable practices.
The Problem
In 2024, after being acquired by Wonder, Blue Apron reached out to SLM in hopes of consolidating direct mail agencies. The brand also wanted an agency with innovative technologies and the ability to provide test and learn strategies to gain more learnings on the channel. With previous direct mail agencies, Blue Apron found that its KPIs around customer growth, efficiency, and incrementality were not prioritized as heavily within reporting. Additionally, Blue Apron saw that SLM was a more strategic partner by providing more detailed matchback reporting after each campaign, leading to more efficient decision-making and optimization.
Our Solution
SLM helped Blue Apron increase its overall circulation across campaigns while executing more strategic testing strategies. SLM identified that the brand could scale deeper into its already existing and proven prospecting models, while utilizing “nth testing” to limit the risk of the deeper segments. In addition, SLM recommended that the brand leverage several untapped prospecting targeting sources across campaigns to find incremental pools of high-quality prospects.
All Case Studies
Blue ApronBlue Apron is a meal-kit brand that delivers fresh, quality ingredients right to your door.
GroveGrove Collaborative, a certified B corp, aims to make it easier for consumers to access sustainable, planet-friendly products.
FirstleafAs a leading wine company and subscription service, Firstleaf takes the guesswork out of wine selection, delivering first-class wines directly to customers’ doors.
