WelcomeBooklet_PurpleCarrot

WELCOME BOOKLET FOR NEW CUSTOMERS—Purple Carrot

Challenge: Customers were unsubscribing after their first couple of boxes. We wanted to prevent people from quickly canceling, and increase the average customer LTV.

Solution: Add a “welcome” booklet to all new-customer boxes to help foster brand loyalty from the very first box, and also impart key information to help improve the customer experience. I’d already previously updated our brand voice to sound less hyperbolic and “marketing-ish,” and for this project I utilized that updated brand voice to convey a warmer, more human tone, and a bit of humor.

Result: A 59% increase in customer LTV & positive ROI, and the welcome booklet tips have now been incorporated into our regular weekly recipe booklet.

My role: I wrote all booklet content, working with the senior strategy director, creative director, and senior customer experience supervisor throughout the process.