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Find out more Discover how HelloFresh enhanced their direct mail
Overview: Boosting performance with personalised mail for HelloFresh
How HelloFresh developed a personalised strategy to optimise their acquisition
HelloFresh had already established direct mail as their best-performing channel. But they wanted to go further – beyond generic messaging – to create truly personalised content that resonated with individual households.
By combining customer data with Experian’s accurate household level insights, HelloFresh has proven that personalisation isn’t just a buzzword – it’s a performance driver.
Challenge overview
Working alongside their marketing agency PSE, HelloFresh engaged Experian to develop a personalised strategy aimed at optimising their Acquisition and Win-Back Direct Mail campaigns.
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Company Bio:
HelloFresh is one of the UK’s most well-loved recipe box delivery services. It provides online food delivery services, offering customers fresh ingredients and recipes to prepare home-cooked meals. HelloFresh delivers meal kits directly to customers’ doorsteps and also provides add-on products like soups, snacks, and desserts. The company operates in numerous international markets, including the US, UK, Germany, Netherlands, and Australia.
| |
|---|---|
| Meals delivered in 2024: | ~1 billion |
| Recipes in database: | Over 12,000 |
| Net revenue in FY 2024: | €7.66 billion |
| Employees: | ~ 20,000 |
Solution overview
Using past customer purchase data, HelloFresh segmented customers across four distinct behavioural segments. This was overlaid against Experian’s Mosaic segmentation to understand each individual household, their demographic composition and lifestyle.
This enabled tailored comms for each segment. For example, the Family segment – for busy families with kids – received messaging and creative that acknowledged their time pressures and highlighted convenience.
To further refine the campaigns, HelloFresh integrated anonymised Spend Insight to reach audiences where competitor meal-kit providers held market share, allowing HelloFresh to tailor communications with specific messaging to incentivise switching.
This case study is a powerful example of how data, creativity, and collaboration can revitalise traditional channels, delivering measurable results and meaningful customer engagements.
See how Mosaic works as a powerful segmentation framework
Results
- +19% conversion rate using Mosaic segmentation
- -17% cost-per-acquisition reduction
- +23% conversion rate across campaigns enhanced with Spend Insights
How HelloFresh developed a personalised strategy to optimise their acquisition
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