MBA605 Market Research Storyboard

MBA605 Market Research Storyboard

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Storyboard Description

Email marketing in the restaurant industry

Storyboard Text

  • 91%
  • 19.3%
  • Emails are being delivered, but not opened
  • Where are we today?
  • ... so why aren't restaurant's emails being opened?
  • The percentage of U.S. consumers who use email daily
  • The average open rate among restaurants
  • 1/3
  • 43%
  • Subject lines are too salesy and impersonal
  • of restaurants do not track email marketing results
  • How did we get here?
  • of restaurants only send emails monthly, or less
  • Email marketing efforts will be wasted
  • Unsubscribe rates will increase
  • Where will we end up?
  • Restaurants may lose trust of customers
  • Segment email lists by interests 
  • What can we do to change?
  • Avoid using promotion words in subject line
  • Ensure emails are being sent at optimal times
  • Implement A/B testing to find out which variables perform best
  • What can we do to change?
  • Aim to increase open and click through rates by 15%
  • Survey restaurant goers and study their email habits
  • 80%
  • "A well-executed email campaign can: 1. Increase sales 2. Increase client loyalty 3. Generate leads 4. Produce additional repeat business 5. Reduce marketing costs"
  • of marketers believe email marketing is the strongest performing media buy
  • (MacDonald, 2018)
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