There’s an odd kind of pleasure in watching technology enter culinary service. Dining, after all, is such a fundamentally earthy experience. Nonetheless, I smiled to myself upon receiving the following in a recent restaurant check billfold:
Enter your name and e-mail address to join the Wann mailing list and for chances to win free food and prizes!
Coming soon-
-Live Traditional Japanese Music
-Hawaiian Night
-Wann’s One Year Anniversary Party
-New Summer Menu
Receive updates on upcoming events and more at Wann Izakaya.
Your Name:________________________
Your E-mail:________________________
Thank you!
-all information will be kept confidential
The Wann Izakaya on Seattle’s jaunty 2nd Avenue is forging ahead with opt-in email. I was impressed, even thought back to Ogilvy’s Confessions of an Advertising Man regarding the copy - a nice lead lets the diner know exactly what she gets by signing up, followed with specifics, a reiteration of the value prop, and an all important confidentiality footnote. The “New Summer Menu” enticement fell flat on this September visit, but on the whole, Wann’s billfold insert strategy won me over.
So what’s the payoff for Wann? Well, according to mid-year 2006 data, restaurants enjoy the highest email open rate of 13 studied industries at 167.7% (>100 indicating pass-alongs and re-opens) and the highest click-through rate at 57.5%. And I’d bet the online action translates into offline behavior.
In truth, restaurants have employed database collection techniques for years (think business card fishbowl, which has aged gracefully). It’s time they entered the checkout process and I’m a fan of the email specific opt-in insert. Bytes, meet bites.
Anyone have a similar experience? Other culinary tech? I can’t wait for Microsoft’s Surface, or similar tabletop devices, to make their way into restaurants.
The Waterfront does this too, and they send coupons in the mail which is pretty sweet. Similarly, Il Fornaio down in Pacific Place sends invitations to special multi-course dinner/wine nights if you sign up. I find myself far more comfortable giving my e-mail address to an organization with a physical presence nearby, not for privacy concerns, but because I feel like they’re more likely to send me information that’s relevant/useful.
Tom,
Thanks for dropping by. I definitely agree with your note regarding relevance - I’m sure that’s a primary driver behind such high open/click-through rates. I also wonder, though, to what degree e-marketing’s relatively nascent role in restaurant campaigns and the resultant tentative utilization (i.e. less spammy emailing) play in yielding such strong numbers.
Best,
Matt
I hadn’t heard of MS Surface, but just checked it out on the web. Very cool! When is it due out?
Diana,
I’ve heard next year, but introduction in high-end hotels, casinos, etc. before selling to the masses.
Best,
Matt