Revolutionizing Home Cooking Through Narrative-Driven Email Marketing
The Challenge
Despite having a cult-favorite product in the “Always Pan,” Our Place faced the challenge of maintaining momentum after the initial hype. They had a large, underutilized email database that suffered from:
Lack of Segmentation: Customers were receiving generic blasts rather than content tailored to their specific interests (e.g., sustainability vs. aesthetic home decor).
High Churn: Subscribers were dropping off after their first purchase, failing to see the brand as a long-term lifestyle partner.
Creative Fatigue: Standard “Buy Now” emails were failing to capture the “vibe” that made their social media presence so successful.
Our Strategy
Marketing LTB implemented an “Edutainment” email strategy, shifting the focus from transactional to relational.
Lifestyle-First Content: Instead of just showcasing products, we used emails as a “personal recipe book.” By partnering with chefs and influencers, we delivered full recipes to inboxes, subtly integrating the tools needed for the meal to drive organic conversions.
Hype-Cycle Automation: To support limited-edition drops (like the “Lime” colorway) and celebrity collaborations, we built a 3-phase “Mystery” sequence. This included teaser emails, “edge-of-your-seat” countdowns, and high-impact reveal graphics.
Behavioral Segmentation: We segmented the audience based on on-site behavior and purchase history. Customers who valued sustainability received emails about ethical production, while “home-cook” hobbyists received expert tips and community-driven content.
Visual Continuity: We ensured the bespoke imagery and animations used in emails perfectly mirrored the premium, inclusive aesthetic of the Our Place website, creating a seamless brand journey.
The Results
By treating email as a core storytelling channel, we helped Our Place achieve industry-leading engagement metrics.
78% Growth in Email-Driven Repeat Orders: Our focus on post-purchase recipes and community content turned one-time buyers into loyalists.
35% Reduction in Subscriber Churn: By sending relevant, “non-spammy” content, we kept the audience engaged for the long term.
80% Peak Open Rates: Segmented “Mystery” campaigns for new product launches achieved near-total engagement from the brand’s most loyal fans.
20%+ Total Revenue Contribution: Email became a stable, owned-media pillar that consistently contributed a fifth of the brand’s total digital revenue.
The Client Perspective
“Email stopped feeling like just another message we sent out. Customers actually engaged with it, and that change had a real impact on how often they came back to purchase.”