Using email to get people eating

Latest posts | Feed | By Mark Brownlow on May 03, 2007

Quick case study here of a simple but very effective email campaign by restaurant chain Bennigan's Grill & Tavern. Another good example of how online communication drives offline sales, in this case using a printable coupon.

Interesting points to note:

1. Store manager bonuses depend on whether staff are asking for email addresses in mystery shopper tests.

2. The timing of delivery (of a coupon) was based on a basic understanding of how restaurant goers plan visits, not on generic "best day to send" theories.

3. The coupons were coded so they could track exactly what effect email had on offline sales. Vital for understanding the value of email and even more vital for communicating that value to colleagues who need hard numbers rather than theories.

More B2C case studies | Tags: email marketing, restaurant marketing, email coupons, Bennigan's

[This post brought to you by Campaigner Email Marketing]
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1 Comments:

It doesn't hurt that restaurants enjoy the highest click-through rates across all industries!
By Tom O'Leary, on 03 May, 2007