Restaurant.com is an online restaurant directory that provides customers with more than 50,000 deals to restaurants across the country. The company is passionate about helping communities prosper, expecially during the holiday season.
Feed It Forward is Restaurant.com’s holiday program, which allows individuals to give $10 Restaurant.com eGift cards to family and friends for no charge -- in fact, givers can send as many as 100 eGift cards per day. In order to send or receive these gifts, individuals are asked to simply create a Restaurant.com account, providing their name, email address, and zip code. To date, $61,840,950 has been given!
Restaurant.com uses ExactTarget to power relevant email communications about the Feed it Forward program. Automated emails are sent to individuals who are giving or receiving an eGift card, featuring a personalized email designed by the giver. Customers who have given in the past receive a series of emails: an announcement that the program is back, a reminder email, and a final opportunity to give after the program has ended. Restaurant.com also sends inactive customers a “Community Gives” email, encouraging them to participate in the program and offering them a free eGift card as an extra incentive.
Since the campaign started in 2008, Feed It Forward has proven to be a great success:
- 499,652 givers
- 40% conversion rate from site visitor to giver
- 16.7% open rate of launch email in 2011
- 28.3% open rate, 35.1% click-through rate, and more than 56,000 unique clicks of Community Gives email in 2011
The Feed It Forward campaign allows Restaurant.com to spread the joy of giving during the holiday season, while building positive brand awareness and acquiring new customers. To learn more about Restaurant.com and the Feed It Forward campaign, go here.
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