Best Food Industry Email Message Campaign

In June of 2008, Wendy’s launched the brand’s first integrated CRM program. The goal was to engage Wendy’s fans with meaningful content throughout the year encouraging them to become more loyal Wendy’s customers. Wendy’s launched the program with a Welcome email which was sent to nearly 300,000 people in their existing database. The email welcomes consumers to WendyMail, reinforces the value/quality messaging and offers a $1 off coupon. The database is now over 800,000 and the email has generated a 37% open rate over the last 6 months and a 70% click to open rate. The unsubscribe rate is well below industry average at .3%

After consumers are welcomed into the program, they receive emails every couple of weeks highlighting the latest products and events. Registrants also receive a birthday message and offer which has proven the most successful to date with an open rate of more than 56%. As the program expands, WendyMail will look at ways to further engage consumers with more targeted messaging.

Contributors:

Director of Customer Relationship Marketing:	Erik Wennerod
Creative Director, kbp:	Gail Barlow
Account Director:	Alexis Pope
Account Executive:	Juliette Meehan
Senior Producer :	Evan Kantor
Art Director :	Brynn Dempsey
Copywriter :	Josh Hertz
Art Director :	Kristen Meloche
Copywriter :	Kevin Egan
HTML Developer:	Tara Milone

DOTGLU

Location: USA