Warfield’s
Business sector
Hospitality
Challenge
Warfield’s is a restaurant in a small town located in New York state, US. When they came to us they had no marketing strategy or dedicated marketing team, which was impacting their results. They had quite a healthy social media following, as well as a substantial email database, which they were struggling to leverage to increase bookings and fill in events.
Solution
We stepped in as a Fractional Marketing Team; this removed the need for the company to hire a dedicated marketing person or team and saved them about 40% of their hiring budget. After analysing their location, competition and historical data, we created an overarching marketing strategy per quarter, and decided to kick off our efforts by focusing on email marketing as we knew it could give the quickest results to the client.
Our role
Fractional Marketing Team
Marketing Strategy
Email Marketing Strategy
The Results
Email Click Rate
500%
Average Increase
Email Opening Rate
53%
Average Increase
Email Marketing
Conversion Rate
10%
Email Sign-Up Rate
186%
Increase
Before working with us, the client was averaging between 40-55% as an opening rate and between 3-8% as a click rate on their emails. While these numbers weren’t bad for their industry, the click rate didn’t directly result in new reservations because of a lack of targeted calls to action and overall compelling copy/style of newsletter.
By paying particular attention to the copy, the layout and the way to engage the target audience, we reshaped their email marketing; with just the first three emails their opening rate rose to 65-77% and their click rate jumped to 27-29%. One of these three emails which promoted a ticketed chef’s dinner directly resulted in 96 seats reserved (10% conversion rate) in less than 48 hours following the email campaign, totalling about $10,000 in sales.
Aside from the actual email campaigns, we also decided to focus on growing the list with more quality leads and after redesigning the sign up form on the website and changing its location on the homepage, we had 186% more sign ups in less than a week from implementation.
What the client thought
“It’s just the beginning of our collaboration with Saia Creative, but we’re so pleased to already see these great results and can’t wait to keep working with Rosie and the Saia Creative team to hit all our targets”
C. Y. | Financial Director of Warfield’s
