Best Restaurant Email Message

Since coupon-based emails are a major visits driver for Olive Garden, they looked to emphasize ease of use to increase coupon redemption. They wanted a solution that would overcome statistics such as: • 41% forget to bring paper coupons to the store.(Urban Airship) • 48% let coupons expire or go unused. (Urban Airship) Yes Lifecycle Marketing worked with Olive Garden to develop a new email strategy catering to on-the-go guests by taking advantage of the increasing use of mobile wallets. Besides serving as a digital payment method, they enable users to store/retrieve loyalty cards, offers and coupons. No longer did guests have to find the email coupon and print it out. Now users could tap and save the offer to the mobile system/wallet pre-installed on their phone where they could easily find it. To reinforce the offer, the design contained a link to a map that showed the customer’s preferred Olive Garden or closest location. The switch to a mobile wallet increased engagement big time! The inaugural campaign, an “Up to 20% Savings” email with coupon, generated: • a 113% increase in total click rate • an 86% jump in unique click rate Most importantly, guests utilized the coupons more – there was a 56% increase in coupon redemption from the previous year. If as Internet Retailer suggests, companies should look to not only …”take money out of a shopper’s wallet, they should also live in a consumer’s wallet”, Olive Garden’s use of a mobile wallet for email coupons puts it among marketing leaders.

Contributors:

Creative Director, Yes Lifecycle Marketing:	Matt Caldwell
Copy and Content Director, Yes Lifecycle Marketing:	Kelsey Vigh
Art Director, Yes Lifecycle Marketing:	Katherine Jankovic
Sr. Email Designer, Yes Lifecycle Marketing:	Heidy Gomez
Designer, Yes Lifecycle Marketing:	Minji Kwon
Sr. Account Manager, Yes Lifecycle Marketing:	Lisa Kackos
Account Coordinator, Yes Lifecycle Marketing:	Nathan Sinnamon

YES LIFECYCLE MARKETING

Location: United States

About the Agency:

Yes Lifecycle Marketing (www.yeslifecyclemarketing.com) provides solutions that orchestrate cross-channel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels.