Pizza Today - February 2018 - 47

customers place orders online, they can
check a box during the checkout process
to sign up for e-mails."
* USE THE RIGHT TOOLS. "You always
have to work within your resources,"
points out Austin LaRoche, chief
marketing officer at ATAK Interactive.
"The e-mail campaign list can start out
with something as basic as a sheet of
paper."
If you want to use a software solution,
look for options that cater to your
specific numbers and budget:
* MailChimp offers a free plan for
up to 2,000 subscribers and 12,000
e-mails per month.
* VerticalResponse allows you to use
it for free if you have up to 300 contacts
and send up to 4,000 e-mails each
month.
* AWeber includes a free 30-day
trial; after that, the basic plan starts at
$19 a month for up to 500 subscribers
and unlimited e-mails.
* Constant Contact offers a free 60day trial; after that, the basic plan starts
at $20 a month for up to 500 subscribers
and unlimited e-mails.

with e-mail marketing. "You want the
e-mail to hit the prospect's inbox right
when they are thinking about what to
make for dinner. This is typically in the late
afternoon."
If you ask customers to mark their
birthday when they sign up, you can send
out a special promotion when the date
approaches. Other key times to send a
note: before family events like Mother's
Day, or when seasonal items change in the
restaurant.

"We send e-mails roughly every other
week for most of the year," notes Gerage.
Around the holidays or specific sporting
events, that frequency can increase to once
or twice a week.
* BE SMART WITH WORDS AND PICTURES.

Rather than a vague subject line that states
"Great Deals Inside," try a concrete offer
such as "Save 25 percent on a large pizza
with one topping.'"
The word "free" will grab customer's

* GET PERSONAL. E-mails with the
subscriber name in the subject line had
higher open, click and transaction rates,
according to a 2017 Benchmark Report
by Cheetah Digital.
Instead of sending out one message
to a new e-mail subscriber, try a series
of e-mails. Sending out more than one
welcome message will nearly double
customer engagement, according to
Cheetah Digital.
"Beyond driving revenue, we use
e-mail marketing as an outlet to build
and maintain relationships with our
customers," adds Gerage. "Sending a fun
video that highlights our ingredients or
doing an occasional gift card giveaway
gives them a reason to be there beyond
waiting for the next discount code."
* SCHEDULE E-MAILS FOR APPROPRIATE
DAYS AND HOURS. "Timing is crucial,"

notes Steve Pollak, owner of Pollak Web
Consulting, who has helped restaurants
F E B R UA R Y 2 0 1 8 / P I Z Z AT O D AY. C O M / 4 7


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Table of Contents for the Digital Edition of Pizza Today - February 2018

Pizza Today - February 2018
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Tony’s Trending Recipe
At Your Service
Destinations
Knead to Know
Family Friendly
Flavored Pasta
Sun-Dried Tomatoes
Dried Herbs
E-Mail Marketing
Food Cost Basics
Road to Pizza Expo
Five Can’t-Miss Expo Events
Pizza Today on the Road: Galactic Pizza Minneapolis, Mn
Pizza Today on the Road: King Dough Bloomington, in
Preferred Supplier
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthy Tip
Pizza Today - February 2018 - CT1
Pizza Today - February 2018 - CT2
Pizza Today - February 2018 - Pizza Today - February 2018
Pizza Today - February 2018 - Cover2
Pizza Today - February 2018 - Commentary
Pizza Today - February 2018 - 4
Pizza Today - February 2018 - 5
Pizza Today - February 2018 - 6
Pizza Today - February 2018 - 7
Pizza Today - February 2018 - Contents
Pizza Today - February 2018 - 9
Pizza Today - February 2018 - Contributors
Pizza Today - February 2018 - 11
Pizza Today - February 2018 - Expo Spotlight
Pizza Today - February 2018 - 13
Pizza Today - February 2018 - Interact
Pizza Today - February 2018 - 15
Pizza Today - February 2018 - Conversation
Pizza Today - February 2018 - 17
Pizza Today - February 2018 - Man on the Street
Pizza Today - February 2018 - 19
Pizza Today - February 2018 - Tony’s Trending Recipe
Pizza Today - February 2018 - 21
Pizza Today - February 2018 - At Your Service
Pizza Today - February 2018 - 23
Pizza Today - February 2018 - Destinations
Pizza Today - February 2018 - 25
Pizza Today - February 2018 - Knead to Know
Pizza Today - February 2018 - 27
Pizza Today - February 2018 - 28
Pizza Today - February 2018 - 29
Pizza Today - February 2018 - Family Friendly
Pizza Today - February 2018 - 31
Pizza Today - February 2018 - 32
Pizza Today - February 2018 - 33
Pizza Today - February 2018 - Flavored Pasta
Pizza Today - February 2018 - 35
Pizza Today - February 2018 - 36
Pizza Today - February 2018 - 37
Pizza Today - February 2018 - Sun-Dried Tomatoes
Pizza Today - February 2018 - 39
Pizza Today - February 2018 - 40
Pizza Today - February 2018 - 41
Pizza Today - February 2018 - Dried Herbs
Pizza Today - February 2018 - 43
Pizza Today - February 2018 - 44
Pizza Today - February 2018 - 45
Pizza Today - February 2018 - E-Mail Marketing
Pizza Today - February 2018 - 47
Pizza Today - February 2018 - 48
Pizza Today - February 2018 - 49
Pizza Today - February 2018 - Food Cost Basics
Pizza Today - February 2018 - 51
Pizza Today - February 2018 - 52
Pizza Today - February 2018 - 53
Pizza Today - February 2018 - Road to Pizza Expo
Pizza Today - February 2018 - 55
Pizza Today - February 2018 - Five Can’t-Miss Expo Events
Pizza Today - February 2018 - 57
Pizza Today - February 2018 - 58
Pizza Today - February 2018 - 59
Pizza Today - February 2018 - Pizza Today on the Road: Galactic Pizza Minneapolis, Mn
Pizza Today - February 2018 - 61
Pizza Today - February 2018 - 62
Pizza Today - February 2018 - 63
Pizza Today - February 2018 - Pizza Today on the Road: King Dough Bloomington, in
Pizza Today - February 2018 - 65
Pizza Today - February 2018 - 66
Pizza Today - February 2018 - 67
Pizza Today - February 2018 - Preferred Supplier
Pizza Today - February 2018 - 69
Pizza Today - February 2018 - 70
Pizza Today - February 2018 - 71
Pizza Today - February 2018 - 72
Pizza Today - February 2018 - 73
Pizza Today - February 2018 - 74
Pizza Today - February 2018 - 75
Pizza Today - February 2018 - 76
Pizza Today - February 2018 - 77
Pizza Today - February 2018 - 78
Pizza Today - February 2018 - 79
Pizza Today - February 2018 - 80
Pizza Today - February 2018 - 81
Pizza Today - February 2018 - 82
Pizza Today - February 2018 - 83
Pizza Today - February 2018 - 84
Pizza Today - February 2018 - 85
Pizza Today - February 2018 - 86
Pizza Today - February 2018 - 87
Pizza Today - February 2018 - Product Showcase
Pizza Today - February 2018 - 89
Pizza Today - February 2018 - 90
Pizza Today - February 2018 - Pizza Today Yellow Pages
Pizza Today - February 2018 - 92
Pizza Today - February 2018 - 93
Pizza Today - February 2018 - 94
Pizza Today - February 2018 - 95
Pizza Today - February 2018 - 96
Pizza Today - February 2018 - 97
Pizza Today - February 2018 - 98
Pizza Today - February 2018 - The Marketplace
Pizza Today - February 2018 - 100
Pizza Today - February 2018 - 101
Pizza Today - February 2018 - 102
Pizza Today - February 2018 - 103
Pizza Today - February 2018 - 104
Pizza Today - February 2018 - 105
Pizza Today - February 2018 - 106
Pizza Today - February 2018 - 107
Pizza Today - February 2018 - 108
Pizza Today - February 2018 - 109
Pizza Today - February 2018 - 110
Pizza Today - February 2018 - 111
Pizza Today - February 2018 - 112
Pizza Today - February 2018 - Mike’s Monthy Tip
Pizza Today - February 2018 - 114
Pizza Today - February 2018 - Cover3
Pizza Today - February 2018 - Cover4
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