The document summarizes an analysis of the email marketing strategies of two similar snack box subscription companies, MunchPak and graze. It outlines their strategies across three rounds: acquiring new subscribers, handling abandoned carts and order cancellations, and win-back campaigns for canceled customers. In each round, the strategies of the two companies are compared. Overall, graze is determined to have a more thoughtful, multi-touch and timely email strategy that creates a better customer experience, making it the winner of the analysis.

1. Email strategy
teardown:
MunchPak vs. graze

2. Teardown of two email strategies:
We reviewed with two similar subscription snack box
companies in order to understand their email flows and
determine which email marketing strategy is the most
effective.
Checkout the online version here on our website!
Get ready to rumble!

3. • Selection of snacks (and drinks)
from around the world
• Choose from 5, 10, or 20 snacks
• Frequency of weekly, every 2
weeks or monthly
• Selection of small discovery size
“healthier snacks”
• Option to customize snack
selections
• Ability to purchase snacks from
online store
The contenders
Introduction
Round 1:
Subscribe
Round 2:
Abandoned
Cart
Round 3:
Purchase
Winner

4. The actions we took in each round
Subscribe to email
newsletter/purchase
Canceled account
after a month
ROUND 3
Introduction
Round 1:
Subscribe
Round 2:
Abandoned
Cart
Round 3:
Purchase
Winner
ROUND 2ROUND 1
Evaluate win-back
emails

5. Day
01
Day
02
Day
03
Day
04
Day
05
Day
06
Subscribed
or buy
Order
confirmatio
n
Welcome
Shipping
confirmatio
n
Promo
Order
confirmatio
n
Introduction
Round 1:
Subscribe
Round 2:
Abandoned
Cart
Round 3:
Purchase
Winner
OUR
ACTIONS:

6. Day
07
Day
08
Day
09
Day
10
Day
11
Day
12
Order
confirmatio
n/up-sell
Promo Promo Promo
Introduction
Round 1:
Subscribe
Round 2:
Abandoned
Cart
Round 3:
Purchase
Winner
OUR
ACTIONS:

7. Day
13
Day
14
Day
15
Day
16
Day
17
Day
18
Shipping
confirmatio
n
Up-sell
Promo
Introduction
Round 1:
Subscribe
Round 2:
Abandoned
Cart
Round 3:
Purchase
Winner
OUR
ACTIONS:

8. Day
19
Day
20
Day
21
Day
22
Day
23
Day
24
Promo
Rewards
program
Introduction
Round 1:
Subscribe
Round 2:
Abandoned
Cart
Round 3:
Purchase
Winner
OUR
ACTIONS:

9. Day
25
Day
26
Day
27
Day
28
Day
29
Day
30
Customer
satisfaction
Free
shipping
promo
Promo
Introduction
Round 1:
Subscribe
Round 2:
Abandoned
Cart
Round 3:
Purchase
Winner
OUR
ACTIONS:

10. Day
31
Day
32
Day
33
Day
34
Day
35
Day
36
Canceled
orders
Promo
Pricing
change
Promo
Cancel
confirmatio
n
Customer
satisfaction
survey
Free
shipping
Survey with
promo
Introduction
Round 1:
Subscribe
Round 2:
Abandoned
Cart
Round 3:
Purchase
Winner
OUR
ACTIONS:

11. Day
37
Day
38
Day
39
Day
40
Day
41
Day
42
Promo
Survey with
promo
Win-back
#1
Introduction
Round 1:
Subscribe
Round 2:
Abandoned
Cart
Round 3:
Purchase
Winner
OUR
ACTIONS:

12. Day
43
Day
44
Day
45
Day
46
Day
47
Day
48
Promo
Cross-sell
Win-back
#2
Introduction
Round 1:
Subscribe
Round 2:
Abandoned
Cart
Round 3:
Purchase
Winner
OUR
ACTIONS:

13. Who won the battle?
Let’s break it down!

14. Good CTA
Time sensitive promotion
gives a sense of urgency
DAY 01 Welcome email
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
Dynamic coupon
code
$3 sounds like a very
small discount

15. This is helpful for eager
customers and will cut
down on the number of
questions to support.
A link to the FAQs is good
for support requests.
DAY 01 Welcome email
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
Dynamic coupon
code

16. Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
Round 1 goes to…
The welcome email from MunchPak was
timely, clear, and to the point.
There was no mistaking what action they
wanted subscribers to take.

17. DAY 31 Cancellation email
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
We didn’t receive a cancellation email, which I found odd.
MunchPak put us directly into their email list of off the mark
win-backs (we’ll get to those!) and promotions.

18. Direct CTA to start
deliveries again
While the CTA is a good
start, why not offer
them a promo right
away to keep them?
DAY 31 Cancellation email
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
This is confusing. It sounds like
I need to take an action instead
of just letting me know the
subscription has stopped.
Why is the link
highlighted in yellow?
This is not something
you see in any of the
other email from graze.

19. Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
Round 2 goes to…
Not much of a battle this round.
MunchPak didn’t show up when it came
to a cancellation email.
Graze did a good job prompting me to
start deliveries again.

20. DAY 42 Win-back
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
The branding of the emails
I received from graze was
consistent, like the footer.
They should get rid of this
button. I haven’t raised my
hand to ask for help.
50% off is a big deal. Why
have they buried this in
the email and not made it
very clear?

21. DAY 37 Win-back AKA abandoned cart
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
This email felt odd to
receive as someone who
had already purchased
(and then cancelled).
They have my name,
purchase, and previous
order data. Why not
personalize the email to be
relevant to me?
Frankly, this is a really
boring email. There is no
imagery, CTA, or link.

22. Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner
Round 3 goes to…
graze has a a thought out win-back
series that was multi-touch and timely.
MunchPak could use an overall audit on
their sending plan.

23. And the winner is…
With more helpful, timely, and
strategic emails, graze has
created a customer experience
that is easier to follow up and
more relevant.
Introduction
Round 1:
Subscribe
Round 2:
Cancel order
Round 3:
Win-back
Winner