Challenge: Panera Bread franchises in Wisconsin and Rockford, IL needed an effective means to stay top of mind, and generate demand, with its catering customers.
Solution: Created an email marketing campaign targeting females, aged 25-44 years old, in the Wisconsin and Rockford, IL markets. Each month’s campaign featured an exclusive offer, which was obtained by completing a brief survey/form on a landing page. The email also contained links to the catering menu, as well as a bakery-cafe finder.
The graphics in the email sample shown to the left were enhanced to give the campaign a winter look, as customers commonly place more catering orders during the holidays.
On average, the client’s email marketing campaigns achieved an average click-through rate of 22.4% and an average conversion rate of 35.4%, which were both well above restaurant industry email averages.