I regularly receive many email marketing messages from numerous restaurants especially Pizza Express and ASK, but what is it that always makes me open them? Am I just curious that they may have had a flow of creativity in their marketing department to deliver me a promotion that is not the standard BOGOF. Or is it simply that I my personality and that I am always on the lookout for a bargain – a side effect of being a student.
I must admit that I sporadically open these messages and it is generally due to a result of knowing that I am going out for dinner that day, so I will check to see if I have been sent any vouchers from my favourite restaurants. If I have no plans to visit in the near future then I just leave the message unread, hence why I have 1764 unread messages.
As you can see from the image of the message above, there is no personalisation of the message; a huge mistake for the company as personalising the message is what makes a customer feel as if they belong to a group, and that they are valued by the company. The message content on the other hand is quite amusing in some ways and the template is unique to the company as the branding is consistent and you instantly know from first glance that this is indeed a promotion for Pizza Express.
There is a call to action ‘Get Your Code’ to which when clicked on takes you to another page where you need to fill in your title and name. This then reveals a voucher code to use which can either be printed out or shown on your phone.
In the first image there is the opportunity to share the voucher, tweet or send to a friend, which does nothing to help you feel that you are a valued customer of Pizza Express. However, it turns you into a brand ambassador for the company doing the free promotion for them (if you decide to do one of these).
In my personal opinion I think there is more that companies like Pizza Express could be doing to try and improve the customer experience of these messages and their loyalty. There could easily be more personalisation as every time you try to redeem your voucher you have to put in your name and title. More research could be done to look into ways to make the promotional offer unique and different to other Italian restaurants offering the same promotion on the high street. For example, they could be advertising the special events that they have in some of their restaurants such as the live music events, in conjunction with the offer such as dine for two meal deal.
What do you think?
C xo
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