Pizza Today - January 2019 - 46

since we are responding to consumer
concerns and this should improve
brand perceptions. These laws protect
consumers and help marketers to stay
within the law.
How can we get customers to opt in
for our e-mails? Adam Matt, owner of
Slice of The 80's located in Westland,
Michigan says: "I have a template on our
Web site where the customer can enter
their name and e-mail address, and I also
have collection cards on my front counter
that people can fill out while they wait
for their pizza." Aufdencamp adds that
he also "asks Groupon redeemers if
they want to opt in on their redemption
visit." These methods involve getting
your whole sales team involved to help
gather information and point people
towards your Web site. Bounce back
offers for signing up, employee contests
for gathering e-mail addresses or a fish
bowl on the counter can all be effective.
Be creative and diligent in your list
building efforts and it will pay off. Flour
and Barley is a Gen3 Hospitality pizzeria

located in Las Vegas and operated
by executive chef John Alers. Talia
Schafer, Director of Marketing at Gen3
Hospitality, mentions these tactics for
collecting e-mails: "a mix use of social
media promotion, internal promotion,
Web site SEO and review platforms."
UPON BUILDING A DATABASE, you have a

list of contacts that you can have regular
communication with, no matter what the
latest algorithm is. This database serves
as a foundation that business owners
can interact with past and potential
customers on an affordable, long-term
basis. This database has proven effective
for Matt to communicate on a semimonthly schedule. Matt adds: "I usually
send out one great coupon that grips
people's attention, then I trickle in some
of our daily specials or lunch promos. If
there is something new or exciting, like
a new product, we may lead with that
to get that new product the spotlight so
it starts selling." Like most marketing
platforms, e-mailing your database does

not have to be done manually. There
are a variety of automated programs
available to send and help manage
your database. E-mail marketing
has become an enduring method
that is usually so effective in many
areas that it ends up in the top three
most effective ways to drive people
to your Web site and generate sales
now and in the future.
These prime target customers
deserve to find a well-crafted
message in their inbox. A worthy
e-mail utilizes the subject and body
of an e-mail along with branded
design to obtain the desired results.
A concise subject line encourages
high open rates, while an enticing
offer stimulates a boost in sales
when e-mails are sent out. Flour
and Barley accomplishes this by
sending "A mix of offers, upcoming
events / happenings, new menu
item releases and rewards to drive to
visits," Schafer says. "It is incredibly
important to stick to the same color
themes, fonts and messaging to
portray a consistent brand image.
Keep your audience in mind when
crafting the message and ask
yourself, 'would you read this e-mail
and what you would think of it if
you were the consumer?'"
Aufdencamp follows this
principle: "We always send an offer.
Our customers want special offers
for their loyalty. We give the e-mail
database the best offers, making it
worth their time to be a subscriber."
Keep e-mails minimal, with a
concise and catchy subject line and
a branded body that gets right to
the call to action. Be cognizant of
your purpose. Having a fast, reliable
form of communication that is
inexpensive and easily accessible is
worth its weight in gold. Don't 'step
over a dollar to pick up a penny.' n
SCOTT ANTHONY is

4 6 / P I Z Z AT O D AY. C O M / J A N UA R Y 2 0 1 9

a member of the
World Pizza Champions and owns
Punxsy Pizza in Punxsutawney,
Pennsylvania. He is a frequent
speaker for the Pizza Expo family of
tradeshows.
http://forzaforni.com/rotating http://forzaforni.com/rotating http://www.PIZZATODAY.COM
Pizza Today - January 2019

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