Pizza Delivery Chain
A national pizza delivery chain DOUBLED its online sales during the life of this email campaign.
Overview
A national pizza delivery chain with an international presence doubled online sales during the life of its campaign with the integration of Dukky’s technology into an email campaign.
The Campaign Objectives
With the need for an email campaign to increase sales and generate leads for its online ordering, a national pizza delivery chain equipped an email campaign with the Dukky technology to boost its online sales and grow its customer database in the international market.
The Campaign Strategy
Focusing on its Canadian market, 119,772 emails were sent to a current customer database list offering a variety of specials and deals for the new promotion. These offers were exclusively available to its Canadian customers. By clicking on to their PURL, a personalized URL, in the email, users were taken to a custom microsite where Dukky’s technology extracted valuable data as users walked through the activation process, and were given the opportunity to extend the same offers to their friends on over 265 online social networks, email and SMS messaging.
Users were then able to print the offers for redemption at a later date or could visit the restaturant’s website to redeem the offer with the provided coupon codes immediately.
The Campaign Summary
Traditional email campaigns can expect a response from 2%-4%. However, due to the integration of Viral Peer Sharing, Dukky leveraged the influence of the current customer database to gather increased response and redemptions. The campaign was so successful that during the life of the campaign online sales doubled with over $130,000 in sales, increasing online ordering nationally by over 100%.
At the close of the campaign, expectations were exceeded with a 17.25% response. From the 119,772 emails sent, a total of 10,134 consumers responded, an 8.5% response rate from the initial email. As those responders shared the offer through social media, 10,528 additional consumers chose to take advantage of the deal! Those additional consumers account for almost 8.75% of the overall response! This brought the total response number to 20,662 consumers.
What the Analytics Told Us
Target Market and Poll Results
Dukky’s intelligent data collected though the campaign identified our client’s primary demographic as men and women between the ages of 21 and 30. Men surpassed the woman in this age range 5,833 to 4,933. Dukky also identified a close second to their top demographic, men and women between 31 and 40.
Users were asked a few simple questions during the activation process for the company’s future marketing strategies. Users were asked if they would make online orders through a mobile website. With an impressive response of 61% of users opting for a mobile website, the client was able to move forward with development projects based on its customers interest.
Dukky’s technology identified the brand evangelizers in this campaign and provided reporting data to track the impact of its influencers on the campaign. These influencers are valuable for future marketing strategies to ensure the right users get the offer in their hands to extend reach the furthest.
Which Social Networks Users Share and Which Had the Most Response
Customers’ primary sharing outlet was Facebook with 54% of the total social shares. Facebook also accounted for the most incoming consumers from a social site, with 68% of the sharing response. Customers also shared on Twitter, through email and through SMS messaging. An additional 1,399 users came into the site through 204 posts on Twitter, a 1:6 ratio.
In total, there were 2,787 consumers who shared the offer amongst social networking sites. From those 2,787 shares, an additional 5,990 consumers opted to take part in the offer.
When they shared
The analytics identified the primary time users shared the offer was during the early morning hours, providing our clients with strategic insight on when to send future emails for optimum results.
Overall Results
Equipped now with valuable customer data and demographics, as well as behavioral patterns, social habits and insight from customers, our client exceeded its expectations, doubled its sales and were equipped with the tools to improve its future marketing campaigns.
