Email Innovators: Increasing Engagement with Food Network, Chipotle, and ChowNow

Creative marketers are using the Liveclicker platform to push the boundaries of what’s possible with email, finding new ways to engage customers, and make their teams more efficient. In this edition of Email Innovators, we highlight the work of Food Network, Chipotle, and ChowNow as they drive big results and craft irresistible email promotions using advanced personalization.

Satisfying Subscribers with the Perfect Welcome Email

Whether you’re passionate about meal prepping, finding new recipes, or just watching the world’s best chefs in action, Food Network’s mission is to make the world a better place one kitchen at a time. And it’s accomplishing this goal through a unique combination of welcome emails and moment-of-open personalization.

Based on when and where a new subscriber opens their email, content is dynamically updated to deliver the most relevant and engaging interaction possible. Trending recipes, blog posts, Instagram photos, and a full, localized television programming schedule are delivered directly to someone’s inbox—putting the best of Food Network’s content in front of subscribers soon after signup.

Innovation pays off:

  • CTOR 36.5%
  • Huge Time and Cost Savings Achieved Through Automation
  • Seamless cross-channel experience

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Trick or Treat: Why Not Both?

When thousands of fans started asking if its annual Boorito celebration would be cancelled last Halloween, Chipotle knew there was an opportunity—and appetite—for more online engagement. Especially after seeing the success of several virtual trick-or-treat events.

In a year where most events were postponed or canceled, Chipotle made sure this fan-favorite event wouldn’t fall victim to the pandemic. Personalized emails, text messages, and social media posts that contained unique promo codes for BOGO entrees helped the brand bring a new level of fun, entertainment, and—most importantly—engagement to its Boorito event.

Innovation pays off:

  • More than 1 million attempts to win
  • 500,000 unique digital promo codes distributed
  • CTO 3x higher than industry benchmark

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Building a Better Customer Experience

To enhance its customer experience, ChowNow wanted to send every client a personalized monthly dashboard breaking down their performance and platform usage. But building, updating, and delivering these data-driven emails was going to be a massive undertaking for its marketing team to handle.

So, the brand turned to Liveclicker for help. And through our automated workflows and dynamic content tools, its clients now enjoy a customer experience that delivers the monthly performance data insights they’ve always wanted.

And the best part? These monthly wrap-up emails don’t take any extra work to produce. Through Liveclicker, they’re automatically generated to deliver real-time results, platform performance insights, loyalty program membership trends, and more inside one message.

Innovation pays off:

  • Allowed for 1:1 personalization without additional time and resources
  • Increased client engagement and email response rates

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Innovation takeaways

Become an Email Innovator yourself with these relevant tips and takeaways:

Embrace change. Every day, the end of COVID-19 gets closer. But that doesn’t mean all the changes stop. As audience and business needs evolve, your ability to pivot at the drop of a hat has never been more important. Being able to segment readers based on where they reside is an extremely valuable first step to not only deliver more relevant content, but to engage with customers and learn about changes before they’re mission-critical.

Encourage omnichannel engagement. Slowly but surely, the world is getting back to normal. But online engagement is here to stay. So, you need to have a plan in place for reaching and converting omnichannel shoppers into loyal subscribers.

Design with flexibility in mind. Agility is one of the biggest advantages any business can have. Especially when combined with personalized content. Email templates and pre-written messaging are easy wins that can keep your company nimble regardless of the challenges it encounters in 2021.


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