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Case Study
Souper Salad
Background:
In 2002, Souper Salad, the nation’s largest all-you-care-to-eat
soup and salad bar restaurant chain, was looking for a
better way to stay in touch with its customers. The
company’s headquarters contacted Cesar D’Onofrio,
founder of Common Sense, a web technology company, for
a solution. Cesar proposed an e-mail marketing solution
called, “Doppler,” a Common Sense innovative and
proprietary e-mail marketing product designed to build
powerful, long-lasting relationships with customers.
Doppler sends e-blasts and also tracks who opts into the
e-mails, the time and date the e-mails were opened, who
responded to the e-mails, where the viewer clicked on the
message, and whether the viewer opened the English or
Spanish version of the e-mail.
A results-oriented, highly accurate e-mail marketing tool,
Doppler is used to “test” different promotions so Souper
Salad can strategically choose the most effective
promotion to blast to all customers who opt-in for coupons
and information about specials. On the cutting edge,
Doppler is the only e-mail marketing program today that
can feature highly appealing “flash like” changing images
in e-messages.
Goal:
To build a loyal base of customers who would stay in touch
with Souper Salad through e-mail so the company could
inform customer of specials.
Strategies:
1. Create a “Super Fresh Club” where people who joined
would receive e-alerts, birthday coupons and notices
about specials.
2. The Web site was changed to include information about
the “Super Fresh Club” and to allow customers to opt-in to
receive information.
3. Doppler e-mail marketing was used to assure
deliverability and tracking.
4. For additional tracking purpose and to measure ROI
more specifically, coupons were made available through
e-mail campaigns.
Results:
Today, Souper Salad has well over 100,000 members of
the Super Fresh Club who receive information every two
weeks. The number of subscribers who opt in for
information continues to grow. When an e-mail campaign
is released, some 17,000 customers respond. That’s a 20
percent response rate, which is much higher than the
standard industry response rate for direct marketing
campaigns, which is a mere 2 percent. Souper Salad also
saves significant costs on printing and postage required by
direct mail. Also, the company knows who opens the
e-mails and who responds to the call to action, which
strengthens the company’s ability to target customers
with the most successful promotions.
Common Sense Services:
Strategic Planning
Research
Marketing Consulting
Creative Development (E-mail blast template)
Web site support and updates
List Development
Production Support
E-mail Marketing Consulting from Best Practices
Custom software development
Quality Assurance and Testing
Project Management
Tracking and Reports
Dollar Value:
Confidential per the client.
Client Reference:
Zvonimir Gluhak
[email protected]
210.495.9644
Common Sense, LLC | 1777 NE Loop 410, Suite 600, San Antonio, TX 78217 | 210.807.3552 | [email protected]