WELCOME TO ED’S EASY DINER DIGITAL EMAIL MARKETING

Ed’s is an authentic retro-American diner that captures the spirit of the American Dream! The restaurant has iconi beats and classic dinner seats which transport you to another world.

What is good?

The emails received from Ed’s easy diner are usually personal or promotional emails asking for the customer to attend the restaruant in order to receive some deals on the food. Usually 50% off weekends or even a discount when it is your birthday or a special date. Most promotional emails I do  not usually open due to the fact that some emails are not very effective. I would usually open emails that display clearly in their title what the email is about. This usually grabs the readers attention. Personalised emails are also a good idea because customers would then take the time to open an email addressed to them rather than any general email. Customer relationship management establishes, develops and maintains valuable relationships between customers and the organisation.

What works well?

Ed’s promotional email gives the customer 50% off the food every day until Thursday this week as stated on the email. The fact that the headline is displayed in the subject of the email is what grabs the attention. The template and design of their page is easy to follow and very colourful attarcting the readers.

In turn, this promotional email is colourful straight to the point and efifcient because it gives youthe reasoning behind their email while also letting the customer know when they can obtain their offer by.

Landing Page:

When clicking on the ‘View in your browser’ from the email it takes you to their landing page and this states clearly their offer once again. The choice of going to their website is absolutely yours. I’ts call to action is very clear since it is straightforward and efficient when outlining to the customer what the purpose is. This is justified by Krishnamurthy, S. (2001) four models of permission marketing. This aspect is justified by model 1 where there is a direct relationship maintenance between the advertiser and the consumer and the message is directly distributed.

Their landing page gives details on the specific offer while also outlining where their menu can be found and also their social media platforms including terms and conditions.

Personalisation is key when looking at digital marketing techniques. The initial promotional email has been personalised including the customers email from then on though the companies landing page is personalised to the offer that they are making.

What is less good?

With the following email the problem for some customers could be that the email does not direct you to the website but it only directs you to their landing page.

What could be improved?

The website itself does not need to be improved of course, there is always room for improvement and as Seth Godin says “Permission Marketing encourages consumers to participate in a long-term, interactive marketing campaign in which they are rewarded in some way for paying attention to increasingly relevant messages”. Godin, S. (1999) This could be done by giving away free stuff through email and the customers click on the email link and they directly receive a coupon for free stuff through their email. This is seen in some websites as subscribing and receiving.

As Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2012). Internet marketing: strategy, implementation and practice. Prentice Hall says, some disadvantages with emails are the following:

• lDeliverability (Spam filters)
• lOutbound ISPl
• Inbound ISP
• lEmail client
• lRenderability (offline)
• lResponse decay
• lResources (writing)

If the following are avoided when sending out emails to customers then the bounce rate would be less and more customers would actually take into consideration the emails that are being sent to them.

The customers click rate would be imporved if the the offer is specific and understandable. So, the percentage of customers follow the link in and actually obtain details on the offer.

Ed’s easy diner homepage:

IMPORTANCE OF KEYWORDS

You cannot hide the importance of Search Engine Optimization (SEO) it’s value lies in the keywords us as individuals choose to use when searching for either a specific company or a specific product when we want to find out about a specific company.  The importance of SEO is evident for companies and for consumers and you cannot over estimate the significance of strong keyword research.

Long Tail Keywords

Long tail keywords it is a better way to connect with customers and they are longer and more specific keywords phrases that visitors are more likely to use when they are closer to a point-of-purchase or even when they are using voice search. Using long tail keywords might seem hard at first but they can be hugely valuable if you know how to use them.

For example: if you’re a company that sells classic furniture, the chances are that your pages are never going to appear near the top of an organic search for “furniture” because there’s too much competition (this is particularly true if you’re a smaller company or a startup). But if you specialize in, say, contemporary art-deco furniture, then keywords like “contemporary Art Deco-influenced semi-circle lounge” are going to reliably find those consumers looking for exactly that product.

Keywords

Cheese Fries – 57 clicks

Ed’s Easy Diner – 0

Burgers – 39

Soft Drinks – 41

MilkShake – 19

Competitors

Five Guys – have been searched for at 52% today.

Jb’s American Diner – 0%

-This is a student blog post on company analysis.-