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Measuring eClub Performance – Is It Really Driving Sales?

One of the most common marketing tools used in the restaurant industries is an eClub. Customers are enticed to give their email address and birthdate in exchange for discounts and the predictable birthday treat (Isn’t it great receiving 30 different “free appetizer” offers at the same time each year??). But is your eClub really driving sales? Here is a typical post-campaign meeting: Marketing Manager – How did the campaign perform? Digital – We sent 500,000 emails, had an open rate of 16%, which is lower than…