Driving footfall and feedback with personalised email campaigns

Our personalised campaign split-tested two offers to encourage email subscribers through the doors of selected Harvester restaurants.


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Challenge

Family dining brand Harvester wanted to boost footfall and strengthen customer loyalty in 38 of its lower-performing restaurants, as well as glean feedback on service levels.

Solution

Using our custom-built digital voucher system, Rewards Hub, we devised a personalised email campaign for subscribers of the 38 restaurants in question. We split-tested a buy-one-get-one-free (BOGOF) offer with a 50%-off discount so we could identify the best opportunity for return on investment, and we followed these offer emails up with a reminder email for subscribers who hadn’t converted. Those who took up the offer were later sent an incentivised customer feedback survey.

Results

The 50%-off and BOGOF offers achieved respective conversion rates of 39% and 45% (compared with a benchmark of 33% from an earlier campaign), bringing in 6,000 voucher redemptions. We also gained 769 entries of data via the survey.

Harvester