A True Story About Email Marketing

In the year 2002, Spillover did an experiment for a customer's one year anniversary party. The restaurant was going to have a happy hour with free cocktails and appetizers from 6 p.m in the evening to 8 p.m. that night. They also decided that they were only going to use e-mail marketing to promote the event.

The restaurant had a list of around 1000 e-mail addresses. The restaurant was a fine dining establishment. It was a jazz and supper club concept with a per-person average expenditure of around $50.

This is what we did. Four weeks before the event we sent out an e-mail announcing the first year anniversary happy hour party from 6 p.m. to 8 p.m. on a Tuesday night. This first email when out a full month in advance of the event. Then just one week to the day before the event, we sent out the exact same e-mail only changing the subject line.

The subject line read, “One week from tonight.” Other than that small change, which took all of about 3 seconds, everything about that campaign was the same.

A week later, on the actual day of the event, we sent out the exact same e-mail for the third time changing only the subject line.

The subject line read, “Tonight's the Night 6 p.m. First Anniversary Happy Hour.” I decided to attend the happy hour to check on the results firsthand, because remember the supper club used no other form of marketing, nothing in-store, nothing in print, nothing but Spillover’s Email Program.

When I arrived at 6:15 that evening, the line to get in the door was wrapped around the building!

All of this from one e-mail campaign sent three times.

Call us today, and see what Spillover can do for you.

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