Serving up a real-time, localized email campaign
As part of its Chalkboard Series, each Yard House location has its own distinct beer list with a monthly rotating selection. However, they were unable to promote the updates to their email list. Epsilon created an email campaign serving live content with real-time data from 68 locations, resulting in strong engagement and customer reactivation.
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32%
YOY increase in click-through rate
Tapping live content for increased engagement
Yard House provided us with their restaurant API to access each location’s beer selection. They then determined the user’s nearest location, and we deployed the email campaign, which automatically displayed the locations’ beer selection in real-time.
The Chalkboard Series was the first Yard House email to include up-to-the minute customized beer menus. The campaign achieved a 32% YOY increase in click-through rates, when compared to other beer-specific campaigns. Furthermore, this campaign included additional targeting of guests with lapsed email interaction, and successfully re-engaged Yard House guests who otherwise would have completely fallen out of their active email audience.
By using intelligent content in this localized campaign, we saw incredible engagement from our guests.
Carly Hussey, CRM Campaign Management, Darden Restaurants
