Case Study

Yard House taps Epsilon to serve up a real-time, localized email campaign

 

Project

Customer engagement

Services

Agility Harmony email campaign

Database management

Campaign segmentation

 

Industry

Restaurant

THE STORY

As part of their Chalkboard Series, each Yard House restaurant location has its own distinct beer list, with a monthly rotating selection. Though posted in real time on their website and in restaurants, Yard House was unable to promote the rotating beer selection in email. They asked Epsilon and our partner, Movable Ink, to help create an email campaign serving live content with real-time data from 68 locations.

 

THE SOLUTION

Yard House provided Movable Ink with their restaurant API to access each location’s beer selection; they then determined the user’s nearest location. Epsilon deployed the email campaign, automatically displaying the locations’ beer selection in real-time.

The Results

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.

32%

YOY increase in click-through rate


“By using intelligent content in this localized campaign, we saw incredible engagement from our guests.”


— Carly Hussey, CRM Campaign Management, Darden Restaurants

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