the client

Gobble

Gobble is a San Francisco-based premium meal kit company that was acquired by Intelligent Foods in 2022. Orchestra was tasked to do a list hygiene check to increase open rates and CTRs and identify unnecessary spending.
the project
Email List Hygiene Check
the challenges
  • Email program neglected during acquisition
  • Poorly-maintained email lists
  • Drop in open rates and CTRs
The email program had been neglected during acquisition. While customer segments were clearly defined, the lists had not been well-maintained, resulting in a drop in open rates and click through rates (or CTRs). This contributed not only to missed sales opportunities, but extra money being spent on unnecessary data storage.
what we did
Orchestra executed a dataset cleanup, culled underperforming segments and initiated a 16 week A/B test program on 22 different copy, design and offer variables. The objective of these tests was to ultimately reduce email frequency while increasing open rates and CTRs in currently active, lapsed and prospective customer segments.
the results
Through our efforts we were able to achieve:
+109%
CTRs for the prospective customer segment
+223%
CTRs for the active customer segment
+53.6%
CTRs for the lapsed customer segment
Dark purple email layout showing offers for the cyber week sale.
A second version of the dark purple email layout showing a different offer for the cyber week sale.
A third version of the dark purple email layout showing the same offer with different wording for the cyber week sale.
A fourth version of the dark purple email layout showing the same offer with different wording for the cyber week sale.
A/B test: Stickers outlining new products, healthier options and time saving meals VS. similar call-outs defining the time it takes to cook each meal and pre-prepped ingredients included in dish.
Example of an A/B test email showing to very similar layouts with minor changes to see which version appeals most to the target audience.
A second example of similar emails with slightly different offers to appeal to different audiences within the email list contact.
Segmentation into active, lapsed and potential new member lists allowed us to create more targeted messaging to appeal to each group and test different offers, copy structure and other visual elements to see how each segment reacted. The data collected allowed us to increase click through rates, increase new member sign-ups, and lapsed member account reactivations.
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