Many Merry Results
This week Lucyslist released our third Big Kitchen email, and results to date are very gratifying. See for yourself:
Total released: 2133
The opt-in list now numbers 865 after eight weeks. Customers are happy to subscribe and to refer friends.
Opened: 44%
These are unique opens — a reader is counted the first time he or she opens the message. In fact, 42% of the unique openers also opened the message more than once. Remember too that some folks read email in a “preview pane” and so may not be counted among the opens.
The national industry average for restaurant email opens is 25%. The Big Kitchen’s results are 176% of the national average.
Since fast-food and other chains make up 90% of the U.S. emailers, it is not surprising that an independent local restaurant like The Big Kitchen can better the average. Even so, we were surprised by these strong numbers.
Clicks: 14%
Note: The industry average? 5-6%. Again, this is for “unique” click-throughs. A whopping 50% of those who clicked through to The Big Kitchen’s online pages — coupon, trivia quiz, survey or info page — clicked on more than one link. Again, the involvement level of loyal customers with a local restaurant is most impressive.
All this means what, exactly?
Lucyslist’s goal is to bring effective marketing tools and techniques — based on the latest analytics and best practices of the online industry — to independent local businesses. The impressive results to date for The Big Kitchen demonstrate the viability of this approach.
What email techniques have we used?
a. Messages come “From” a real person (Judy The Beauty), rather than from a faceless corporation;
b. Subject lines convey benefits;
c. Email copy includes personalization;
d. Graphics are designed to avoid spam filters;
e. Messages are sent only to opt-in subscribers;
f. Send-to-a-friend links are visible and encouraged;
g. Email is sent only to opt-in list members.
Most restaurateurs, retailers and neighborhood services are experts at their trades. Few have time or expertise to become effective emailers. Lucyslist answers that need.
The Lucyslist plan is to leverage the email results for each merchant into cross-promotions and loyalty programs that bring expanded business to nearby businesses. More on this in a later post.
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