Email strategy teardown: MunchPak vs. graze

Great marketing is successful because it treats users as individuals.

 

 

Why Munchpak and graze?

Great marketing is successful because it treats users as individuals. Real living, breathing people, not just email addresses.

I signed up for emails with MunchPak and graze. Took a few actions.

Then sat back to watch how the experience unfolded.

Both companies have jumped on the subscription snack box service bandwagon.

MunchPak offers a customized selection of snacks (and drinks) from around the world. With MunchPak, subscribers can choose from 5, 10, or 20 snacks and a frequency of weekly, every 2 weeks or monthly.

graze offers a selection of “healthier snacks” in discovery sizes (they are small samples). Subscribers of graze are given the option to customize what type of snacks they want to receive and have the ability to purchase more from their online store.

Here's what happened with Munchpak...

action 1

We signed up and purchased. They sent us a welcome email, order confirmation, and promotions.

action 2

We canceled our order. They sent us more promotions.

Here's what happened with graze...

action 1

We signed up and purchased. They sent us an order confirmation email and promotions.

action 2

We canceled our order. They sent us promotions, surveys, and win-back emails.

Email deep dive

Let’s look at their three week email strategy.

1. Sign up for their emails

2. One week later abandoned a cart

3. Make a purchase a week later

MunchPak emails

munchpak promotion
munchpak promotion
munchpak customer satisfaction
munchpak customer satisfaction

graze emails

graze promotion
graze promotion
graze welcome email
graze welcome email
graze cancellation confirmation unsubscribe
graze cancellation confirmation unsubscribe

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Email strategy deep dive

Let’s look at their three week email strategy.

1. Sign up for their emails

2. One week later abandoned a cart

3. Make a purchase a week later

Daily email strategy

MunchPak

graze

Order confirmation

Order confirmation/up-sell

Cross-sell

Welcome

Shipping confirmation

Promotion

Promotion

Promotion

Promotion

Shipping confirmation

Up-sell

Promotion

Pricing change

Promotion

Promotion

Promotion

Subscribed

Cancelled order

Day 1

Day 2

Day 3

Day 4

Day 5

Day 6

Day 7

Day 8

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Day 10

Day 11

Day 12

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Day 14

Day 15

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Day 34

Day 35

Day 36

Day 37

Day 38

Day 39

Day 40

Day 41

Day 42

Day 43

Day 44

Day 45

Day 46

Day 47

Day 48

Subscribed

Cancelled

Order confirmation

Promotion

Promotion

Rewards program

Customer satisfaction

Free shipping

Cancel confirmation

Customer satisfaction survey

Free shipping

Survey with promotion

Survey with promotion

Win-back

Win-back 2

Promotion

The good, the bad, the ugly: Munchpak

positive review

What they did well

Dynamic coupon codes were part of their email strategy. They sent cross-sell and upsell emails. They created highly visual promotion emails that often included GIFs and emojis in the subject line.
negative review

Lack of variety

Offer different promos/content. We got more or less the same promotion and even some exact emails ($5 off/free shipping) over and over again. If I didn’t purchase the first few times, I likely never will, and that will hurt deliverability.
negative review

No smart sending

I got a lot of emails that were redundant or not fitting based on behaviors.

negative review

No win-back series

MunchPak is missing out on a great opportunity to keep customers. They should setup a dedicated win-back series.

The good, the bad, the ugly: graze

positive review

What they did well

• Delivered a robust win-back series with 4+ touches
• Branded their emails well
• Offered helpful order status emails
negative review

Let shoppers subscribe to emails

Offer visitors the option to just subscribe vs. buy and use a welcome series to draw them in.
They’re likely losing a lot of people from having the only available option be to buy.
negative review

Declutter some email

Update some of the content in their emails. A few emails like the welcome had a lot going on and would be better as a stand-alone.

negative review

Clean that list

We were in win-back purgatory. If they suppressed profiles that hadn’t interacted with the brand for a while and sent fewer emails, in general, this would likely improve their deliverability and open/click rates.

And the winner is..


With a customer experience that is easy to follow, timely and relevant, graze is the winner in this battle.

graze subscription

Email Strategy Teardown: Munchpak vs. graze from Klaviyo

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