Here’s a great story about how Red Lobster markets to its email newsletter list (780,000 members and growing) with giveaways and coupons. When people sign up for their "Overboard Club," they get a special occasion coupon ($5 off), and are entered into their "Passion Prize" drawing for a dinner for two, lobster delivered to your door, or a vacation.
They combine their email campaign stats with website analytics to measure ROI. Their results are very interesting…
- 62% of coupon recipients redeem within 48 hours.
- Members spend more time at their website
- Members spend 10% more on gift card purchases
- Members spend 6% more on live lobster
Some other interesting tidbits:
- They send newsletters about once a month, and
- they mix is up with offers, rewards, and surveys.
- Their best day for sending is Tuesday.
And of course they use double opt-in for their subscription process:
Friedman admits that the Red Lobster’s double opt-in policy could
hamper growth. But there is no sign that it has. "We felt it [double
opt-in] was the most appropriate way to respect our consumers,” he
says. “Also, from a legislation standpoint we don’t want to be lumped
in with other people who don’t do it right."
Check out the article here: