We are excited to announce that we have been awarded the AMA Baltimore’s award for “Best Email Marketing Campaign” for our work with Outback Steakhouse®. The winners were announced last night at the virtual 2020 MX Awards.
The goal of the winning campaign was to implement a new CRM and loyalty email campaign to increase the average annual number of transactions by loyalty members via online ordering. We decided to showcase a personal connection between the creative and the customer vs solely leaning on the food imagery to drive conversions. The messaging encouraged customers to “be the hero of their house” by relieving themselves of the burden of cooking on a weeknight by ordering online.
Compared to the existing campaign, our new program had an 8% higher unique open rate and drove an average order value that was 30% higher. It is theorized that the more personalized, people-driven imagery may have driven more families to order through visual framing, causing the increase in average order size.
By targeting non-traditional customers, we believe we have uncovered some insights that will increase the annual number of visits per customer for the Bloomin’ Brands restaurant that can be applied to future digital campaigns.