The Challenge

Haldiram is a food company that specializes in serving the tasty, hygienic and all cuisines food to its customers. When the Haldiram team first approached Blackmint, their email strategy was very limited with the bulk of emails sent being transactional. They wanted our help in creating email sequences for generating cold leads and warm leads. We created a nurturing sequence with two goals in mind: re-engage their current customers and gather testimonials for marketing materials.

50 Testimonials Collected

29.82% Average Open Rate

8.52% Average CTR

The Strategy

Because Haldiram had a very limited email strategy to begin with, we started from scratch by cleaning and segmenting lists and creating a MailChimp account. Once the initial setup was complete, we created an email sequence consisting of six emails spanning a five month timeframe specifying the different kinds of food varities and their price listing. Using HTML emails, we delivered targeted content that included blog posts, videos, and how-to guides in order to keep our current customers engaged and interacting with the brand.

In addition to sending valuable content in HTML emails, we also used Plain Text emails to inquire about customer’s experience with Haldiram’s food delivery service. Plain Text emails appear more personal and typically come from an employee’s personal email address. This strategy helps the customer feel valued and cared for.

Email Marketing

The Results

Through this customer nurturing email sequence we were able to create an email strategy that Haldiram can utilize throughout the future to engage and strengthen their relationship with their customers.

With this sequence, we saw open rates double the industry average of 13.44% and click-through rates surpass the list average by 5.4%. In addition, we received about fifty positive customer testimonials to utilize in marketing materials. Haldiram was extremely happy with their boost in engagement levels and were also flattered to receive such positive feedback about their services.