Case Study: Mouth Foods builds a distinctive brand voice and boosts email performance with Mailchimp

Mouth Foods Finds its Voice Through Email

Mouth Foods, an online marketplace for artisanal foods, needed to establish a strong and personal brand voice to connect with customers and stand out from large corporations. Their challenge was to use email marketing, often a customer's first brand interaction, to balance their unique personality with effective product promotion. They used Mailchimp to manage this crucial communication channel.

Using Mailchimp, the team developed a creative and experimental email strategy. They crafted campaigns with a humorous and intimate tone, often involving their entire team to highlight their human-scale operation. A key tactic was sending complementary but contradictory campaigns simultaneously, such as for different holidays, which unexpectedly increased engagement. This approach resulted in some campaigns outperforming their standard ones by two-to-one, with measurable rises in open and click-through rates, making email their most valuable marketing platform.

Mouth Foods

Nancy Kruger Cohen

Chief Creative Officer