Live Content Fuels Local Engagement
Serving Up 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.
Tapping live content for increased engagement
The Chalkboard Series was the first Yard House email to include up-to-the minute customized beer menus, pulling real-time data from 68 locations. The campaign achieved a 32% YOY increase in click-through rates, when compared to other beer-specific campaigns.
Data
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.
Messaging
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
Win-backs on the menu