June 2, 2005, 12:00 AM

Restaurant gains 10,000 e-mail addresses through coupon offer

Through a coupon and event-driven e-mail campaign to a third-party opt-in database of local consumers, a single restaurant in the Melting Pot chain reports growing its customer e-mail list from 100 to 10,000 addresses in 10 months.

A single restaurant in the Melting Pot restaurant chain had only 102 e-mail addresses in its customer contact list. But through a coupon and event-driven e-mail campaign to a third-party opt-in database of local consumers, it grew its list to 10,000 e-mail addresses in 10 months, its e-mail marketing firm says.

The St. Louis Melting Pot, part of a 70-unit chain of fondue restaurants, retained marketing firm Brighton INBOX to build its customer base and sales through e-mail marketing. Brighton sent $10 coupons for midweek meals, then expanded the campaign to include offers for specific events like a special Valentine’s Day dinner and offers of 50% off all wine on Mondays.

Ray Burrows, e-mail marketing specialist for Brighton, says the campaign has realized a return of more than $4 in new revenue for each $1 spent. He adds that a single e-mail newsletter has generated as many as 140 reservations.

The restaurant is now planning to automate e-mails to customers for such things as birthday coupons, anniversary coupons and reservation confirmations, Burrows says.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Deepak Agarwal / E-Commerce

Back-to-school insights from a Top 100 online retailer

It’s the second-largest online shopping season, and one nomorerack.com CEO pays close attention to. Here ...

FPO

Kevin Sterneckert / E-Commerce

The ghost economy: an $800 billion retail data disconnect

A new twist on a classic holiday story that online retailers will relive in the ...

Advertisement