 |
 |
 |
|||
Deli Weighs the Value of Email Marketing and Comes out Pounds Ahead Gino Paparella, owner of Gino’s Italian-American Deli in Hollywood, Florida, sees more and more new faces around the shop his family has owned for over 36 years. He thanks the quality of his merchandise, his friendly and knowledgeable staff, and his coupons – delivered by email marketing. “They don’t call me King of the Meat Market for nothing,” said Paparella. One of Gino’s most popular attention attracting deals is 3lbs of Italian sausage with the purchase of $35 or more. Of course, you need a coupon to take advantage of this. How does one go about getting the coupon – by signing up to receive a monthly email. Consumers may be pickier about which e-mail communications are worthy of their time and attention, but with the help of email marketing partner, Equilibrix, Paparella found the secret of success. That secret is added value. So while consumers may be getting more eflyers and other email marketing efforts than ever before, shop owners like Paparella know that permission-based e-mail marketing still works. “We make those two seconds it takes to open an eflyer, more than worth their time and our customers know and appreciate that,” said Paparella Paparella asks all his customers for their email address. In return for that initial commitment of trust, they each receive a chance to win a $50 gift certificate. For his efforts, Gino’s has seen a 15% increase in business since he entered the working relationship with the email marketing experts at Equilibrix. New customers drive much of the increase in profits. Paparella offers his customers (and future customers) coupons in every eflyer Equilibrix sends to the opt-in addresses. Other coupons include purchase discounts and even a free 5lbs of chicken leg quarters. “The most popular email marketing coupon is the one that comes with the free sausage,” said Paparella. Says Myriam Cohen, president of Equilibrix, “It’s a fact that e-mail marketing is relationship building. It empowers you to reach your most valuable customers and build stronger relationships with them, and with new customers, over time.” Plus, adds Paparella, “It’s much easier to go to the computer to search for deals than it is to drive around town.” |
 |
