Restaurateurs Score With Email: Permission-Based Messages Beat Ads and Direct Mail
Santa Ana, CA – Dec. 2, 2003 - Restaurateurs across Orange County, CA are enjoying marketing success using EMPACT, an affordable email and wireless marketing solution for SMBs to market for their highly competitive locales. Newport Beach's trendy Sol Grill is just one restaurant keeping in touch with customers using mUrgent Corporation's permission-based marketing solution.
New owners of Sol Grill, right next to the busy Newport Pier, Peter and Misty Thorne, are capturing about 20 percent more diners with email marketing than they expected to draw in with display ads and direct mail. They recently purchased the restaurant and, being new to the business, were perplexed about how to maintain the former owner's customer loyalty while attracting the attention of new customers.
“We were confused about marketing, because we wanted a more personal approach than direct mail or display advertising, which we usually ignore when we receive it ourselves,” the Thornes said. “We started collecting emails from every diner and distributed our first EMPACT message last August to a fairly large database. The response was a real shock. Dozens of couples actually came in with their emails in hand!”
mUrgent's research clearly demonstrates the advantages of email marketing over traditional advertising and direct mail. On average, direct mail brings in a one to two percent response rate.
Permission-based email and wireless marketing deliver a 10 to 15 percent response rate because recipients are volunteering to receive information they are interested in, making the communication expected, relevant and personalized.
“By contacting customers more frequently with information they have already expressed interest in, EMPACT users capture far more share of mind than their competitors,” says Boris Bugarski, CEO of mUrgent. “With EMPACT, business owners can include a graphic letterhead that will appear at the top of each message and even include each recipient's name throughout the email to add a personal touch. We have found that this type of branding effort, along with customer name personalization is exceptionally effective.”
About mUrgent
mUrgent Corporation is an e-marketing authority and provider of both self- and full-service email and wireless marketing solutions businesses can rely on to automate more frequent, personalized communication to customers, bringing a higher return on investment. EMPACT: Email and Wireless Marketing Manager, the self-service solution, and Enterprise, mUrgent’s full-service solution, have been used by companies across the U.S., Australia and South East Asia. For more information about mUrgent, visit http://www.murgent.com.
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