Content marketing – finalist
The content rich Lifestyle Menu email exceeded campaign goals and generated:
Unique open rate – 18.83%,
Click rate – 2.21%,
Unique click-to-open rate – 11.73%.
To tap into the excitement around New Years’ resolutions in this January email campaign, restaurant chain, Yard House, showcased their lower calorie recipes in their “lifestyle menu”. The goal of the campaign was to drive engagement and revenue by highlighting Yard House’s lighter menu options.
Subscribers who clicked to view more details about the lifestyle dishes were taken to an imagery-rich website highlighting the lighter side of Yard House’s menu. Secondary content with an animated gif invited guests to watch a video with an inside look into how the restaurant prepares their Steak Bowl in the kitchens.