Direct mail and email deliver a powerful one-two punch for building brand awareness and eliciting a response. It’s an approach BirthdayPak has used from the beginning, and the company has compelling results to prove it works and connects with customers.
“One of the goals of BirthdayPak is using direct mail to bring people online to keep them connected with the businesses featured in their BirthdayPak throughout the year.”
-Michael Spinka, VP of production at BirthdayPak.
According to eMarketer, email marketing was cited as the most effective digital channel for customer retention in the United States. And retained customers are engaged customers – those who find value and meaning in a brand, and develop loyalty to it. When customers feel more emotionally connected to a brand, they tend to frequent the establishment. In fact, in casual dining restaurants, fully engaged customers make 56% more visits per month versus disengaged customers.
How BirthdayPak Email Platforms Work
While direct mail is the impetus of the BirthdayPak campaign, email marketing is used for BirthdayPak community engagement year-round, and provided at no additional cost to the business partner. Once a customer receives her BirthdayPak in the mail, they are invited to activate the offers at birthdaypak.com, and the action email platform is deployed. On average, 15.2% of women who receive a BirthdayPak activate it online, and that statistic is trending up. Approximately five emails are sent over three months to the recipient reminding them to use their gift cards before the expiration date. In addition, BirthdayPak’s branding email platform heightens brand awareness of its business partners with emails around holidays when dining out tends to increase, such as Valentine’s Day, Mother’s/Father’s Day, and the New Year. In addition, exclusive offers are sometimes included that would benefit community members.
BirthdayPak Results – Quantity & Quality
Email marketing is measureable and the results have been tremendous at BirthdayPak. With approximately 2.6 million emails delivered in 2016 alone and a community of more than 250,000 members, BirthdayPak has the quantity, and the quality is also apparent. Compare it to MailChimp’s rates of average email campaigns in the ‘Marketing and Advertising’ industry:
|Open Rate||33.30% (Overall), 39% (Action email recipients)||17.81%|
|Click Thru Rate||12.44%||1.92%|
Deliverability of the emails is also incredibly high at 98.60%. “People want to continue receiving BirthdayPak emails and actually contact us to provide a new email when it has changed,” says Spinka.