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Online grocery email design

Newsletter emails and a sign-up pop-up for food.de

food.de is a German online supermarket, delivering groceries, drinks and household goods to the door at a time the customer chooses. This set covers four newsletter emails, two image modules for a basket-reminder email and the newsletter sign-up pop-up, all in German and all designed by Victoria, our Creative Director.

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food.de

Designed by Victoria, Creative Director

  • Email design
  • Newsletters
  • Basket reminder
  • Pop-ups
  • Grocery

Four newsletter emails

Each email is built around a reason to order groceries online, and every one opens on the logo and the store’s three departments: food, drinks and household. Select an email to open it at full size.

  • food.de email in German. Under a lime-green header, the headline “Garantiert beste Qualität und Frische” sits in a scalloped white frame over a photograph of blueberries held in cupped hands. Below are a paragraph about wholesale quality, a blue order button, a staggered grid of seven product categories from fresh vegetables to nuts, a pink section with a milkshake asking why the shop is so obsessed with freshness, and a green bar of six service icons.
    Quality and freshness “Garantiert beste Qualität und Frische” (“Guaranteed best quality and freshness”) over blueberries in cupped hands, a staggered grid of seven product categories, and a section asking “Warum sind wir so Frische-versessen?” (“Why are we so obsessed with freshness?”).
  • food.de email in German. A photograph of mixed vegetables spilling from a woven shopping bag gives way, along a wave-shaped edge, to the headline “Gut für die Umwelt: Deine Direkt-Lieferung” and a paragraph about delivering straight from the wholesaler. A pale green section asks how paying online works, above sliced vegetables and greens laid out on pale green, followed by four service icons and a dark footer.
    Direct delivery “Gut für die Umwelt: Deine Direkt-Lieferung” (“Good for the environment: your direct delivery”) makes the case for delivery straight from the wholesaler, then answers “Wie läuft das mit der Zahlung online?” (“How does paying online work?”).
  • food.de email in German. Under a lime-green header, photographs of carrots, potatoes, garlic, onions, cauliflower, pineapples, cucumbers and limes are cut into diamonds around a yellow centre diamond reading “So macht einkaufen wieder Spaß”. Below are a paragraph about the shop’s start in 2011, a box with the code FREIHAUS, a blue order button, and three alternating photo and text panels for food, drinks and household goods, each with its own button.
    Brand story “So macht einkaufen wieder Spaß” (“This is how shopping becomes fun again”) inside a mosaic of produce photographs, the shop’s story since 2011, the FREIHAUS code for a free first delivery, and one panel each for food, drinks and household goods.
  • food.de email in German, on a warm off-white background. A breakfast table of fruit, crêpes and tea sits between wave-shaped edges above the orange headline “Frische Lebensmittel online kaufen”, a dashed box with the code FREIHAUS and a green order button. Further down, a section headed “Wir machen’s möglich!” sits beside berries and rhubarb, followed by three full-width bands for food, drinks and household goods in yellow, teal and coral.
    Groceries from the sofa A lighter layout for the same offer: “Frische Lebensmittel online kaufen” (“Buy fresh groceries online”), the FREIHAUS code again, and the three departments as bands of yellow, teal and coral.

A system with room to move

The four emails hold a few things constant and let everything else move. Every one opens on the logo and the three departments and closes on a bar of service icons, and three of them end on the same dark footer. The opening image changes every time: a scalloped frame, a wave, a mosaic of diamonds, a breakfast table. Headlines move between a script face and a heavy sans to match.

The fourth email goes furthest, taking the same content in a lighter direction: an off-white background, orange capitals, the free-delivery code in a dashed box, and the departments as full-width bands of yellow, teal and coral. It is still recognisably the same shop.

The service icons are drawn from the same six promises each time: delivery at a chosen time, freshness, secure payment, wholesale quality, card payment at the door and data protection. For a grocer asking people to hand over the weekly shop, those are the usual objections, and the icons answer them in every send.

Basket-reminder modules

Two image modules in the same green-wave style, made for shoppers who left without finishing an order.

  • Header image in German: “Hast Du nicht etwas vergessen?” in bold lime-green letters on a pale marble surface, framed by pears, artichokes, walnuts, hazelnuts and carrot tops, with lime-green wave shapes in two corners.
    Reminder header “Hast Du nicht etwas vergessen?” (“Didn’t you forget something?”), the classic abandoned-basket line, set in lime green on marble and framed by pears, artichokes and nuts.
  • Content module in German. On a lime-green panel with a wave-shaped edge, white text suggests visiting the blog for recipes and cooking tips if you are still unsure, above a blue “Jetzt mehr erfahren” button. On the right, a tablet showing a recipe stands on a white kitchen counter beside a wooden spoon, a coffee maker and a bowl of limes.
    Second chance For shoppers who are not ready yet: “Wenn Du Dir noch unsicher bist, dann schau doch mal auf unserem Blog vorbei” (“If you’re still unsure, take a look at our blog”), pointing them to recipes and cooking tips.

Newsletter sign-up pop-up

The sign-up offers something concrete in exchange for the address: a saving on the next delivery.

  • Newsletter sign-up pop-up in German with a yellow border. On the left, the headline “Lass dir deinen nächsten Einkauf kostenfrei liefern!”, a line offering €5 off delivery on the next order for signing up, fields for first name and email, a consent checkbox, and a green “Jetzt liefern lassen” button. On the right, kale, beetroot, cucumber, carrot, orange and lemon slices are scattered on a pale pink background.
    Free delivery for an address “Lass dir deinen nächsten Einkauf kostenfrei liefern!” (“Get your next shop delivered free!”): sign up and save €5 in delivery fees on the next order. First name, email, consent and a green “Jetzt liefern lassen” (“Get it delivered”) button.

What the set covers

  • Four newsletter emails, each built around a reason to order: freshness, direct delivery, the shop’s own story and convenience
  • A free-delivery code for the first order, FREIHAUS, worked into two of the layouts
  • A shared header with the store’s three departments, and a bar of service icons to close each email
  • Two image modules for a basket-reminder email
  • A newsletter sign-up pop-up with a €5 delivery saving as the reason to sign up
  • Layouts in German, for a German audience

What this page does not include

No open rates, conversion figures or revenue numbers. None have been cleared for publication, and we would rather show the work accurately than attach numbers we cannot stand behind. The designs appear in their original German, with the lines they quote translated in the captions.

If you would like to talk through how a set like this would work for your own store, book a call.

What this project shows

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