{"id":756,"date":"2010-04-15T03:29:17","date_gmt":"2010-04-15T03:29:17","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/a-slice-of-email-marketing-from-the-top-pizza-chains\/"},"modified":"2020-06-05T20:26:13","modified_gmt":"2020-06-05T20:26:13","slug":"a-slice-of-email-marketing-from-the-top-pizza-chains","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/a-slice-of-email-marketing-from-the-top-pizza-chains\/","title":{"rendered":"A Slice of Email Marketing from the Top Pizza Chains"},"content":{"rendered":"

If you\u2019re going to take pride in making yourself accessible to all industries, sometimes you need to do some research on what the top people in those industries are already doing. Personally, I discovered something in the process of doing so: Sometimes the companies at the top of their industries are not the top email marketers.<\/p>\n

For the purpose of this blog, I will focus on how pizza chains use email marketing. More specifically, Domino\u2019s Pizza, Pizza Hut, Papa John\u2019s Pizza and California Pizza Kitchen (I think I just possibly set a world record for using \u201cpizza\u201d the most times in one sentence). The first are the top three in terms of number of locations while CPK has less locations, but big name recognition. I\u2019ll discuss their sign up processes, their welcome emails, and the newsletters and offers that followed.<\/p>\n

Sign-ups<\/h4>\n

\"\"
\nAll four of these pizza chains have sign ups, or at least a link to a sign-up page, directly on their homepages. They all lie above the fold on the homepage, which is a good start for each chain. Pizza Hut gets credit for having the largest button to sign-up. The entire right column of their homepage is dedicated to deals, with the sign-up being at the bottom. Domino\u2019s and Papa John\u2019s have links to their sign-up page on the bottom and top, respectively, of their homepage in the navigation bar. With California Pizza Kitchen, you can enter your email address right into a box on their homepage.<\/p>\n

Overall, best practices<\/a> were covered by these chains. They all had sign-up options on the homepage, above the fold<\/a>. Other suggestions would include telling the customer what to expect from the newsletters and how often they can expect to receive them.<\/p>\n

Welcome Emails<\/h4>\n

\"\"
\nDomino\u2019s, Papa John\u2019s and California Pizza Kitchen each sent Welcome Emails<\/a> almost as soon as I finished signing up. This was over a week ago, and I still haven\u2019t received any email from Pizza Hut. Perhaps they knew I was signing up as an email marketing spy. Domino\u2019s won this category. Not only did they tell me what to expect from their newsletters, but they presented the first offer right there. Their newsletter even had a call to action<\/a> to order. Though Papa John\u2019s sent a welcome email telling me to expect two emails per week with new menu updates and great offers, I haven\u2019t received an email from them since. At least they had a call to action at the bottom to order online. California Pizza Kitchen told me what to expect from their emails, but lacked a call to action at the bottom.<\/p>\n

If the company doesn\u2019t tell you what to expect from their emails during sign up, it should definitely happen in the Welcome Email. All the companies that sent Welcome Emails accomplished that. Pizza Hut really dropped the ball by not sending one – especially if the rest of their competition is. A call to action that brings your customer back to your site is another effective tactic.<\/p>\n

Deals\/Specials\/Newsletters<\/h4>\n

The welcome emails hit my inbox just over a week ago. Since then, only Domino\u2019s has revisited. That makes me feel like the Papa John\u2019s newsletter lied to me and that Pizza Hut and California Pizza Kitchen were out of their minds when they promised me specials. Kudos to Domino\u2019s, though, as it appears the marketing about their new product also includes good email marketing. Their emails have a new deal each time with pictures of pizza that make me salivate.<\/p>\n

You should take the best aspects of what each of these companies are doing if you are in the restaurant business. Learn from their mistakes, and improve upon their practices. Traditional, or best, practices might not always be best for your restaurant. Sometimes it takes out of the (pizza) box thinking to get your desired results. No matter your approach, be sure to test it out.<\/p>\n

Let us know what you\u2019re doing. We love to hear new ideas!<\/h4>\n","protected":false},"excerpt":{"rendered":"

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