Marley Spoon’s Smarter Way to Win Back Customers with Meta Marketing Messages
Objective
Marley Spoon, a global direct-to-consumer meal kit subscription brand, sought to re-engage customers who had previously cancelled their subscriptions, exploring more innovative, effective communication channels. Traditional CRM tools like email, push notifications, and direct mail had been their go-to methods—but these channels were beginning to show diminishing returns. Unsubscription rates from email were growing, opt-in limitations restricted SMS campaigns, direct mail lacked flexibility, and rising paid social media costs added further pressure. Marley Spoon needed a new approach to reach their audience where they were most active, and ultimately drive better performance in reactivation and retention.
Solution
To meet this challenge, Marley Spoon partnered with the AI-powered advertising platform Smartly and became one of the first brands to test Meta Marketing Messages through Smartly Workspaces. In close collaboration with Smartly’s product and partnership teams, along with support from Meta, the initiative allowed Marley Spoon’s Paid Social Team to launch personalized, automated messaging campaigns on Meta using Smartly’s unified platform.
Unlike traditional CRM-led messaging channels that are often slow to execute and less flexible, Smartly’s solution allowed for rapid planning, building, and deployment. The campaign also brought the advantage of real-time adjustments and scalability, making it a more dynamic tool for customer engagement. This flexibility was particularly valuable for Marley Spoon, as it enabled the Paid Social Team to independently manage the campaign outside of the CRM department’s typical channels.
The campaign targeted churned customers in the United States who had consented to marketing communications. Delivered natively through Messenger and Instagram Direct, the messages offered rich formats with images and CTA buttons—providing a frictionless, engaging experience that felt natural to customers.
The results were striking: the Marketing Messages campaign delivered a 3x higher click-through rate (CTR) compared to email campaigns, a 110% uplift in conversion rate versus email, and an impressive 215% uplift compared to push notifications. Early analysis also showed substantially better retention compared to both email and push notifications. Beyond performance, the team also saw significant time savings due to faster build and launch cycles, allowing them to stay agile and customer-focused.
This test not only proved the effectiveness of Meta Messaging through Smartly—it also highlighted the value of innovating beyond traditional CRM channels to meet customers where they are most engaged.
Marley Spoon’s Smarter Way to Win Back Customers with Meta Marketing Messages
Founded in 2014, Marley Spoon is a meal kit delivery service present in the USA, Australia, Germany, Netherlands and Belgium. It helps simplify home cooking by delivering fresh, pre-portioned ingredients and step-by-step recipe cards directly at your doorstep.
Objective
Marley Spoon, a global direct-to-consumer meal kit subscription brand, sought to re-engage customers who had previously cancelled their subscriptions, exploring more innovative, effective communication channels. Traditional CRM tools like email, push notifications, and direct mail had been their go-to methods—but these channels were beginning to show diminishing returns. Unsubscription rates from email were growing, opt-in limitations restricted SMS campaigns, direct mail lacked flexibility, and rising paid social media costs added further pressure. Marley Spoon needed a new approach to reach their audience where they were most active, and ultimately drive better performance in reactivation and retention.
Solution
To meet this challenge, Marley Spoon partnered with the AI-powered advertising platform Smartly and became one of the first brands to test Meta Marketing Messages through Smartly Workspaces. In close collaboration with Smartly’s product and partnership teams, along with support from Meta, the initiative allowed Marley Spoon’s Paid Social Team to launch personalized, automated messaging campaigns on Meta using Smartly’s unified platform.
Unlike traditional CRM-led messaging channels that are often slow to execute and less flexible, Smartly’s solution allowed for rapid planning, building, and deployment. The campaign also brought the advantage of real-time adjustments and scalability, making it a more dynamic tool for customer engagement. This flexibility was particularly valuable for Marley Spoon, as it enabled the Paid Social Team to independently manage the campaign outside of the CRM department’s typical channels.
The campaign targeted churned customers in the United States who had consented to marketing communications. Delivered natively through Messenger and Instagram Direct, the messages offered rich formats with images and CTA buttons—providing a frictionless, engaging experience that felt natural to customers.
The results were striking: the Marketing Messages campaign delivered a 3x higher click-through rate (CTR) compared to email campaigns, a 110% uplift in conversion rate versus email, and an impressive 215% uplift compared to push notifications. Early analysis also showed substantially better retention compared to both email and push notifications. Beyond performance, the team also saw significant time savings due to faster build and launch cycles, allowing them to stay agile and customer-focused.
This test not only proved the effectiveness of Meta Messaging through Smartly—it also highlighted the value of innovating beyond traditional CRM channels to meet customers where they are most engaged.
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