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Using an elevated level of personalisation to drive results for HelloFresh

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To increase customer engagement and improve conversion rates (CVR), HelloFresh trialled an elevated level of personalisation in their direct mail campaigns. By incorporating recipients’ names and localised customer data into the creative, we aimed to tap into a sense of a fear of missing out (FOMO) and drive action.

This hyper-personalised mailpack was tested against a reduced personalised control version. The results demonstrated the effectiveness of this approach, delivering a 6% increase in CVR and a 6% increase CVR and a 6% reduction in Customer Acquisition Cost (CAC).

THE CAMPAIGN

Personalised direct mail achieves a response rate 6.5% higher compared to 2% non-personalised mail as personal touches drive higher engagement (DMA). HelloFresh sought to push beyond basic first name use.

The project aimed to deepen emotional relevance by using local customer data to evoke social validation and FOMO, without changing offers, formats, or audience targeting. The goal was to increase CVR and reduce CAC through a more meaningful, hyper-personalised messaging approach.

THE DATA INSIGHT

By combining HelloFresh’s customer database with postcode-level insights, we crafted hyper-localised messages like:

 “Join XX, XXX people who love HelloFresh in [LOCATION] today.”

This social proof leveraged behavioural insights about the influence of local community activity to create a compelling call to action. The campaign ran as an A/B test: control mailers featured name personalisation only, while the test mailers included name plus local customer data.

THE CREATIVE

The creative featured recipients’ names and localised stats prominently on both sides of the mailer. This ensured immediate attention and reinforced the emotional message.

The design kept HelloFresh’s bold, fresh brand style, combining eye-catching food photography with a warm, conversational tone. The only difference between test and control was the elevated personalisation, enabling a direct performance comparison

THE OUTCOME

The hyper-personalised mailers achieved:

  • A 6% uplift in CVR
  • A 6% reduction in CAC

These results validated that enhanced personalisation drives stronger engagement and marketing efficiency. With no changes to offer or audience, the clear impact of hyper-personalisation has led to its adoption across more HelloFresh campaigns, creating a scalable and effective model for future direct mail marketing

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