Thanks to the American Marketing Association – Cincinnati! On April 24, 2025, the team at HyperDrive took second place in the first-ever Data Driven Campaign category. This recognition highlights our success in leveraging first-party data to create impactful digital marketing strategies. Our winning campaign showcased the power of lifecycle marketing and email automation to drive significant sales growth and customer engagement, proving the effectiveness of a data-driven approach integrated with their CRM insights.
We’re honored to be recognized for our work with Mellow Mushroom. HyperDrive helped Mellow Mushroom pivot from a data-rich to a data-driven strategy to create a fun, engaging, and effective data-driven campaign. They reported an annual sales lift from guests in the lifecycle marketing program that far exceeded their expectations! We tracked conversions and saw over 25,000 monthly order conversions. Sales from this audience grew 16.7% YOY, and orders grew 15.4% YOY.
How did we do it?
We built a robust lifecycle email marketing strategy to meet guests where they are in their lifecycle. To break the cycle of “one and done” orders, we created four distinct email messaging tracks: Prospects, Onboarding, Active, and Lapsed, including over 130 unique emails. They addressed guests’ ordering habits in restaurants and online to deliver personalized offers and content. To keep the messaging fun, fresh, and relevant, HyperDrive highlighted the extensive menu scope and added current promotional menu items and specials.
We continuously analyzed CRM data and performance and ensured the messaging remained relevant and engaging. We dynamically updated the email content to feature current Limited-Time Offers (LTOs) and new menu items, keeping the communication fresh and aligned with Mellow Mushroom’s brand. This focus on personalization and relevance, powered by data, significantly boosted customer engagement and ultimately drove the impressive sales lift and conversion rates we achieved. Today, the campaign is humming along and tempting customers with delicious images and the Mellow Mushroom brand promise of a Higher Order of Pizza™.
Talk to us about how we can build a custom, data-driven email marketing campaign that drives sales and customer loyalty.