December 13, 2013 |

E-Mail Marketing Done Right

By Jeremy White


Having craft beer on tap is a major selling point.

So I get an e-mail the other day from a restaurant I frequent. Located just across the Ohio River from the Pizza Today office, Rocky’s Sub Pub is a southern Indiana Italian restaurant and pizzeria that has stunning views of downtown Louisville. I take my family there regularly because my two boys (ages 4 and 8) love the pizza and pasta dishes. And though I’m fully aware of the fact the restaurant offers plenty of craft beer options (interior signage everywhere alerts you to it), I somehow didn’t know until recently that Rocky’s had Bell’s, one of my favorite craft beers.

So imagine my jubilation when I opened my e-mail only to be informed that Rocky’s is hosting a “Bell’s Tap Takeover” next week. While the Ugly Christmas Sweater Party may not excite me (hey, plenty of people think they’re fun … I get it), I know what I’m doing next Tuesday night: taking my boys for pizza.

It may be difficult to see in the screen shot above, but the e-mail closes with a great offer: purchase a $50 gift card to Rocky’s and the restaurant will give you a free $10 gift card.

So this e-mail was a winner on two fronts: First, it notified me of an event that I will not want to miss. Secondly, it gave me a pretty compelling reason to purchase a gift card for a friend or loved one this holiday season.

It’s not often that I know where I’m having dinner several days in advance. But thanks to this e-mail, I know what restaurant is getting my family’s hard-earned money on Tuesday, December 17.