Emberger Consulting

Good Eggs

Grocery Delivery Service Sees Referrals Spike through Email Automation

Overview

Good Eggs, founded in 2011, is beloved by thousands in the Bay Area forits hyper-local grocery delivery. Its online store encompasses a full rangeof items, from meats and dairy to produce and pet food, most of which are sourced within 250 miles of service areas.

What really sets Good Eggs apart is how carefully it curates its assortment. The organization ensures all suppliers have transparent supply chains, use simple ingredients, treat employees fairly, give their animals a good life, and are local whenever possible

Industries

  • D2C
  • Ecommerce
  • Food & beverage
  • Grocery delivery

The Challenge

After fundraising $100 million, the online market launched its Los Angeles operation in early 2022, testing an expansion model it plans to replicate in many markets to come.

Good Eggs was looking for ways to stand out in a highly competitive new market where other grocery options abounded. In addition, the organization needed a sustainable way to nurture high-value, loyal customers without breaking the bank or requiring intensive time from the team. While the company regularly leveraged batch-and-blast emails, it needed to stimulate growth among its new customer base
without such a heavy manual lift.

“Emberger Consulting was a huge help in getting our referral automation up and running. We benefited from their strategy, project management, and technology savvy and enjoyed working side-by-side with them!”

Matt Miller, Director of Growth for Good Eggs

The Solution

Emberger Consulting (EC) made the case that a refresh of the site and brand would draw the type oEmberger Consulting (EC) made the case for shifting to a more personalized, automated strategy. With superior engagement and conversion rates, triggered email would scale growth while keeping messages timely and relevant people with whom HNM worked best. Moyer tasked EC with managing the process from RFP creation all the way to website launch while staying mindful of budgetary and timeline requirements.

To start, EC outlined the email series strategy and created a project board with tasks, owners, and timelines.

Next, EC met with the internal team to explain the project and review examples of other referral emails. EC made sure to educate the team since they hadn’t executed this email series before, encouraged members to contribute their ideas, and ultimately ensured everyone was on the same page from the start.

To ensure a minimal lift on the development side, EC identified which data were already passing from the customer data platform to the email provider. Customer attributes like number of orders and custom events like placed an order were identified as potential triggers.

Finally, after the creative assets were coded in HTML and the journey was built in the email platform, EC enduser tested each part of the three-part series, ensuring messages were firing and rendering correctly.

The Results

Automating the refer-a-friend emails saved Good Eggs valuable time and effort, freeing up the marketing team to focus on other priorities. Additionally, the automation contributed to the holistic customer journey in which lifecycle messages better aligned with customer stages and actions.

Moreover, early indicators projected an annual run rate of $417,700 for the new automation – nearly a half million in additional revenue per year.

Matt Miller, Director of Growth for Good Eggs, remarked, “Emberger Consulting was a huge help in getting our referral automation up and running. We benefited from their strategy, project management, and technology savvy and enjoyed working side-by-side.

Early indicators projected an annual run rate of nearly a half million dollars in additional revenue per year.