I had the privilege of getting older this past weekend, turning 33 on Cinco De Mayo.  Part of anyone’s birthday, no matter how old you are, is getting presents … and some come by email marketing.  My email inbox starting seeing "Happy Birthday!" offers at the end of April right up until the day of my birthday.  I have probably joined about 10 different restaurant’s e-clubs over the years and I thought I would share with you some of the offers I received and give some tips to those that failed to get me and praise those that will.

• Ruby Tuesdays - Enjoy a free chocolate tallcake, expires 5/12
  
• Qdoba Mexican Grill - Free Burrito, expires 5/12
• The Lookout Bar & Grill - free $10 meal, only valid on b-day
• Domino’s - $10 large Brooklyn style or Philly Pizza - No expiration
  
  

Out of these four offers, only one is getting used.  I will be going to Qdoba today and enjoying a chicken burrito on them.  What could the other three have done to win me over … and more importantly make their birthday offer more attractive to me?

1. Give some options - I’m a not a dessert guy so Ruby Tuesday’s is out.  Make sure you give your consumer some flexiblity.  Isn’t the best gift something they want?  Don’t force your latest product or marketing pitch down my throat … but let me choose what I want to eat within a range.  If Qdoba only offered a steak burrito, I would not be using there coupon either.
 

2. Flexible dates - Giving me only my birthday to come in just won’t work.  Many people have birthday plans in advance and an email offer isn’t going to change them.  If it had a two week window, I would definately have gone into the Lookout for lunch or dinner … and brought a co-worker or two.
 

3. Embrace the celebration - Most people have group plans on their birthday, with family, friends or co-workers.  Why not entice the group?  You can make the offer with options, one for the birthday person or an offer structured for a party of 4 or more.  Everyone wins when a party of 8 walks in for lunch or dinner … all from one little email offer.

Overall:  The goal should be to get me in the door, right?  Too many limitations on time frame or items only reduces the chance of accomplishing the goal.  While you can’t give away the farm, there is much to be gained from putting forth an offer that actually produces action.  Maybe these marketers should simply ask themselves "What would get me from my inbox into this restaurant?" and then put that in their offer.  Think like a consumer, then you’ll see a few more of them.

Posted on May 8th, 2007 by Aaron
Filed under: marketing, email marketing

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