Restaurant.com partners with ExactTarget

Share this content:
Restaurant.com, a site that sells discounted restaurant gift certificates, has teamed up with ESP ExactTarget to run its e-mail program and to sell its offerings to the ExactTarget community.

Under the terms of the agreement, Restaurant.com is using ExactTarget's e-mail tools to make its e-mail marketing efforts more targeted. In addition, ExactTarget clients can now add customized restaurant gift certificates as incentives to their interactive campaigns for wholesale prices.

“The change to ExactTarget was inspired by our need to be more targeted in our e-mail campaigns and treat people like individuals based upon our experiences with them, versus mass e-mails to the whole group depending on who they are and what they have done,” said Cary Chessick, Restaurant.com president/CEO.

Restaurant.com has more than 9,000 restaurant partners nationwide and more than 900,000 e-mail subscribers. E-mail offers include such things as the option to purchase certificates within a timeframe to receive a bonus discount. The e-commerce firm sends about three e-mails a week with special offers on discounted gift certificates, although not everyone on the list receives the same e-mail. The e-mails are sent based on a customer's previous open rate and purchase history. Despite the high frequency, the brand has low opt-out rates.

“…we mail more frequently than other retailers, but we have a low opt-out rate, since everyone eats and usually two-three times a day,” Chessick said. “The decision to eat out is different than the decision to go on a vacation. It is very spur of the moment.”

In addition to e-mail, Restaurant.com also does search marketing and affiliate marketing with Commission Junction.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here