| "body"> | | | | massive database and make it work for us, |
| Whenever we decide to run an e-mail marketing | | | | driving in as much new business and first timers |
| campaign, we tend to agonize over the content | | | | as possible, including friends and family of our |
| and how to maximize our results. The first | | | | rewards members. |
| objective should always be, what are the results | | | | In the past, this type of campaign would have |
| I'm trying to achieve with the campaign? Who am | | | | been too costly to direct advertise to our entire |
| I targeting? These are critical questions that must | | | | database. The key is to make sure when you |
| be answered before you can ever hope to have | | | | capture your customer's information; you get |
| a successful e-mail marketing campaign. | | | | their e-mail address. We have over ten thousand |
| My wife and I own a Prime Steak House and due | | | | current e-mail addresses. Our objective is to take |
| to the economic times have had to reposition our | | | | these ten thousand plus addresses and leverage |
| dinner menu, we now offer an eight item menu | | | | them. We are going to send out an offer to our |
| of dinners priced twenty-one to twenty-eight | | | | rewards customers, thanking them for their |
| dollars and each entree includes two sides. This is | | | | patronage during this awful summer weather |
| a major shift from our initial a la carte menu we | | | | we're having and let them know the weather |
| offered when we first opened. The word on the | | | | might keep away the tourists; but thankfully our |
| street is that we are a pricey restaurant and to | | | | faithful members never let us down. It is for this |
| avoid unless you bring your checkbook, or are | | | | reason we will give every member an offer to |
| celebrating a special occasion. Our goal is to | | | | come in and dine with us and receive the second |
| re-educate our customers through our new menu | | | | entrée half off. We will then give our |
| and multiple advertising campaigns. We recently | | | | members the ability to forward this e-mail to their |
| ran a campaign where we sent an offer to our | | | | friends and family. If every one forwarded this |
| top two thousand rewards customers, the offer | | | | e-mail to two to four friends, the results would be |
| was a buy one, get one free. The offer was for | | | | staggering. I've never launched a campaign of this |
| our new menu items only. The results were | | | | magnitude; I think the potential results could push |
| fantastic and I honestly feel we are on the right | | | | our summer business over last years. In this |
| track towards re-educating our clientele. Direct | | | | economy, if you can grow your business, you're |
| marketing through the mail is a great way to get | | | | in the minority. Our goal is to maintain our |
| your message out; it brings in the best results, | | | | relationship with our customers and create a win |
| although the price can be prohibitive. | | | | win situation where everyone benefits. |
| We are now assembling an e-mail campaign to try | | | | Communication is the key to marketing, |
| and expedite the process and start a viral | | | | leveraging your database in a viral marketing |
| marketing campaign. The results we are trying to | | | | campaign can unlock the results you've only |
| achieve are to bring in all the rewards customers | | | | dreamed of. What are you waiting for, put your |
| we have that have never visited our Steak | | | | database to work for you today. One last thing, if |
| House. We own two other restaurants that are | | | | you unleash this potential onslaught, you'd better |
| casual and upscale casual, in total our three | | | | be staffed and be ready to handle the business. |
| restaurants have over twenty three thousand | | | | The last thing you want to do is have the results |
| rewards customers. Our goal is to tap into this | | | | turn into a negative. |