Contacts grew from 1,000 to over 21,000. Emails earned a 35% open rate and a 12% Walk-Through Rate™.
The challenge
Augie's wanted more people at its free coffee tastings and had no good way to tell them.
The first gap was a paper sign-up sheet. Customers ignored it, and updating it was tedious. Staff quickly abandoned it.
A second challenge was a small list. With only 1,000 emails, promoting tastings and events was hard.
The remaining issue was no targeting. There was no way to reach the right people with event news.
The solution
Create the data foundation: a branded portal replaces the clipboard. Owner Austin Amento set up Adentro (formerly Zenreach) Guest WiFi in two meetings. Customers logged in through an Augie's-branded portal with an email address. Collection started as soon as the hardware was plugged in.
Profile: visits tracked automatically. Customer Data added each email to the list and tracked visits. Per the source, visits were tracked whether or not the guest logged on to WiFi again.
Deliver the campaign: email as the only event channel. Email Marketing sent smart messages and blasts. Tastings were advertised only on the email list. Austin tested messages and subject lines based on open rates.
Read the outcome: returns within seven days. Walk-Through Rate™ matched recipients to return visits within seven days of a smart message.
Why the combination mattered
Guest WiFi expanded the list at the cafe, Customer Data added visit records, Email Marketing carried the tasting invitations, and Walk-Through Rate™ reported subsequent visits after messages. Open and visit-match metrics are separate from event sales or exact attendance attribution.
The results
- 1,000 to 21,000+ contacts
- 35% smart message open rate
- 12% Walk-Through Rate™ within seven days of smart messages
- Hundreds of attendees at tastings advertised only by email
- Warehouse sales outperformed in-store merchandise sales