Pizza Today - February 2018 - 48

attention, says Pollak. When possible,
include a sense of urgency, such as, "Limited
Time Offer: FREE 16-ounce drink with
every medium pizza. Tonight only!"
When it comes to imagery, "less can be
more," explains LaRoche. Think of a hot,
steaming pizza on a white background
with simple black text. "The more vivid the
photo, the more people will be enticed to
get hungry and perform an action," adds
LaRoche.

* TEST PROMOTIONS. When carrying out

an e-mail campaign, have tools in place to
measure performance and point of sale. This
could mean using a different phone number
that is given out only through the e-mail list
to track response rates. Or it might be a deal
that is offered exclusively through e-mail
marketing.
"Whatever it is you're doing, measure it
not in terms of engagement but also sales,"
adds LaRoche. "If the image has a high

click rate, but doesn't follow through
to a sale, it isn't working."
Try different approaches, such as
sending out a variety of offers and
deals at separate times. Build up data
for three to six months, and then look
back to review results.
As you test promotions, consider
what would be most valuable to
customers, states LaRoche. It may
be free delivery, a tutorial on how to
make pizza sauce at home, or details
about your pizzeria's history and
staff. If the message provides value,
expect to see an increase in customer
satisfaction - and higher
sales. n
RACHEL HARTMAN is a freelance writer
who covers small business, finance and
lifestyle topics.

FOLLOW BEST PRACTICES WHEN CREATING
AN E-MAIL CAMPAIGN
The CAN-SPAM Act is a federal law
that sets the rules for e-mails sent out by
businesses.
To make sure your restaurant is complying with the law, "it's critical that you
use permission based opt-in," explains
Anne P. Mitchell, president of SuretyMail
E-mail Reputation Certification and Inbox
Delivery Assistance. This means you only
add someone's e-mail address to your
mailing list if they specifically give you
permission to do so.
Follow these additional points to stay
within the CAN-SPAM requirements:
* All information in the e-mail, including headers and content, must be true,
accurate and not misleading.
* You must provide a method for the
recipient to opt out of your mailings in
each mailing.
* You must honor all opt-out requests,
and immediately remove the user from
your mailing list.
* Include your pizzeria's physical U.S.
postal mailing address in every mailing.
4 8 / P I Z Z AT O D AY. C O M / F E B R UA R Y 2 0 1 8


http://www.dutchessbakers.com http://www.dutchessbakers.com http://www.PIZZATODAY.COM

Pizza Today - February 2018

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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