Boost Response Rates Over 30% With Direct Mail.

Home Chef is a meal kit and food delivery company that delivers pre-portioned ingredients and recipes to subscribers weekly throughout the United States. Home Chef makes delicious home cooking achievable while making its customers’ dinner time routines easier

The meal kit industry saw peak performance during the 2020 coronavirus pandemic with the ease of ordering online which eliminated the need for in-person shopping, further boosting already strong results. From the beginning, SLM has taken a test-and-learn approach with Home Chef to optimize campaign performance. Coming out of the height of the pandemic, Home Chef saw results decline across marketing channels as consumers began to shop in stores again.

Home Chef utilized solo DM for prospecting starting back in 2017, and since has scaled up the channel as SLM has systematically proven that mailing consistently can produce strong results. SLM has recommended testing different levers in the channel (targeting, format, paper) in order to optimize Home Chef’s control format and avoid fatigue over time. In 2022, Home Chef first tested into solo DM for a retention use case, and due to strong performance, they’ve scaled that portion of the program to mail all lapsed customers every 60 days. This has helped to avoid any monetary waste of remailing those lapsed customers too soon.