Paramount Restaurant Group has seen online bookings grow by 150% over the last three months across its six restaurant brands following an ongoing email voucher campaign.
The nationwide group, which has partnered with email marketing company Pure for the promotion, sent customers of Chez Gérard, Brasserie Gérard, Bertorelli and Il Bertorelli, Caffè Uno and Livebait voucher offers such as ‘two for one’ or ‘£15 off’ to encourage them to book a table.
The campaign used Pure’s email system PureResponse to provide customers subscribed to Paramount Restaurant Group’s database with the promotional vouchers.
One particular voucher campaign for Caffè Uno in January 2009 saw a 30% open rate, with a further 45% click through rate. This resulted in 10,000 vouchers being downloaded. The campaign was originally sent to a mailing list of 79,000 customers.
Overall, traffic to the Paramount Restaurant Group’s websites grew by 307% across all brands in January 2009, against the previous month’s figures.
The group also saw its customer database expand by 70% between January and March this year; as a direct result of running online voucher campaigns. The viral function available in PureResponse offers ‘send to a friend’ options, allowing mailing list subscribers to forward promotional emails to friends and colleagues.
“Pure has given us the freedom to take control of our customer relations,” Said Ryan Badger, Online Marketing Manager at Paramount Restaurant Group. “PureResponse has enabled us to shorten turnaround times for email campaigns and manage the way we capture data. I am certain working with Pure was the most cost-effective option available to us. The total cost of the service for a year was covered with the delivery of our first email campaign.”
The company’s six restaurant brands are split into fine dining ‘Paramount London’ and all-day dining ‘Paramount High Street’. They offer a variety of styles, including traditional Italian food, modern seafood and classic French cuisine.
“The results Paramount Restaurant Group has received perfectly demonstrates what we at Pure are advocating: accountable marketing,” said Anne Collet, Marketing Manager of Pure. “Paramount Restaurants has managed to grow its audience and sales by using email that’s appropriate for its market – the results achieved can be built upon in the future. We are pleased Pure was chosen to lead this campaign.”
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.