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U.S. CEO Email to Consumers
Martha Stewart & Marley Spoon
At the end of 2020, Martha Stewart’s meal kit company increased its pricing to countermeasure cost headwinds relating to the pandemic. I was tasked with communicating this to existing and churned customers. Though competitors were also raising prices, Martha’s brand faced a unique challenge: customer satisfaction was at an all-time low, and the business was struggling to fulfill orders correctly and on time. I proposed the brand send a letter from the CEO – a personal note that pulled back the operational curtain and explained “the why” behind the decision. My rationale: “I” conveys accountability in a way that “we” (the brand) cannot, and consumers accustomed to blame-shifting would appreciate this. The result surpassed even the most optimistic projections: Customer sentiment was exceedingly positive, with many customers declining the voucher contained in the letter as a “thank you” for the clear communication.
