Dave & Buster's selects ExactTarget for e-mail

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Dave & Buster's Inc., a restaurant arcade chain that has more than 50 locations across the US and Canada, has selected ExactTarget to power its e-mail marketing communications.

Under the terms of the partnership, Dave & Buster's will use ExactTarget's Enterprise Edition software to automate its e-mail marketing efforts. This will include sending event-triggered e-mails based on behavior, as well as targeting on a local level.

“Dave & Buster's is a brand that represents fun and engagement to people around the world, and we needed a partner to deliver that same level of engagement to allow us to connect with our subscribers with relevant messages that drive in-store traffic,” said Diana Rhodes, loyalty and online marketing manager at Dave & Buster's in a statement.

The entertainment center uses e-mail to reach out to its loyalty members in the Dave & Buster's Rewards Program. Local stores will also be able to send corporate branded e-mails with notifications of local events and offerings.

“They are using our Enterprise Edition, which allows them to do distributed sending,” said Scott Roth, director of product marketing at ExactTarget. “So, they do a lot of stuff from the corporate headquarters, but they can also do things at a local level. For a business that has 50 restaurants across the network, it makes sense to be able to send different e-mails.”

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