Email Marketing and Web Communication Strategy |
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With demand for the creation of an effective
online communication program, Super Salad adopted Common Sense strategy to implement their “Super Fresh Club”, where people who joined would receive e-alerts, birthday coupons and notices about specials.
The Website was changed to include information about the “Super Fresh Club” and to allow customers to opt-in to receive information. Doppler E-mail Marketing was used to assure deliverability and tracking. For additional tracking purpose and to measure ROI more specifically, coupons were made available through e-mail campaigns.
In 2006, Souper Salad, one of the nation’s largest all-you-care-to-eat soup and salad bar restaurant chains, was looking for a better way to stay in touch with its customers. The company’s headquarters contacted Cesar D’Onofrio, Founder of Common Sense, for a solution. Cesar proposed an E-mail Marketing solution called, “Doppler” a Common Sense innovative and proprietary E-mail Marketing product designed to build powerful, long-lasting relationships with customers.
Background:
Doppler sends e-blasts and also tracks who opts into the e-mails, the time and date the e-mails were opened, who responded to the e-mails, where the viewer clicked on the message, and whether the viewer opened the English or Spanish version of the e-mail. As a results-oriented, highly accurate E-mail Marketing tool, Doppler is used to “test” different promotions. This way, Souper Salad can strategically choose the most effective promotion to blast to all customers who opt-in for coupons and information about specials. On the cutting edge, Doppler is the only E-mail Marketing program today that can feature highly appealing “flash like” changing images in e-messages.
Goal:
To build a loyal base of customers who would stay in touch with Souper Salad through e-mail so the company could inform customer of specials.
Strategies:
- 1. Create a “Super Fresh Club” where people who joined would receive e-alerts, birthday coupons and notices about specials.
- 2. The Website was changed to include information about the “Super Fresh Club” and to allow customers to opt-in to receive information.
- 3. Doppler E-mail Marketing was used to assure deliverability and tracking.
- 4. For additional tracking purpose and to measure ROI more specifically, coupons were made available through e-mail campaigns.
Results:
Today, Souper Salad has well over 100,000 members of the Super Fresh Club who receive information every two weeks. The number of subscribers who opt in for information continues to grow. When an e-mail campaign is released, some 17,000 customers respond. That’s a 20 percent response rate, which is much higher than the standard industry response rate for direct marketing campaigns, which is a mere 2 percent. Souper Salad also saves significant costs on printing and postage required by direct mail. Also, the company knows who opens the e-mails and who responds to the call to action, which strengthens the company’s ability to target customers with the most successful promotions.
Common Sense Services:
- Strategic Planning and Marketing Strategy
- Research: Competitive and Industry
- Program and Project Management
- E-mail Marketing Consulting from Best Practices
- Creative Development and Production Support
- Website support and updates
- List Development
- Send, User and Behavior Tracking and Reports
- Custom Software Development
- Quality Assurance and Testing
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