Attracting new diners is the ultimate goal for all restaurant chains. Restaurants handle this challenge by offering new dishes, giving discounts, or highlighting promotions around events. In a flooded market of dining choices, restaurants need to be strategic in their outreach and the marketing channels they use. For many restaurants, performance direct mail marketing offers a scientific and personal approach that yields results.

The Challenge

A multi-location restaurant wanted to gain new customers at all of its locations by layering on birthday data. ​

The Solution

With several different locations, the restaurant segmented its audiences per restaurant location. Using learnings from previous Postie campaigns, the restaurant targeted people with birthdays in each location with a targeted offer that created more online, pickup, and in-store orders. 

The company used a perforated, plastic mailer to entice recipients to tear off the individual offers ​for convenience. Each tear off had a unique code, making it easy for the company to attribute success of the direct mail campaign to new visitors in their locations.

The Results

• Overall campaign Conversion Rate 5.43%, peak-location CVR 8.78%​
• Overall campaign Return on Ad Spend 353.40%, peak-location ROAS 602.25%