Case Study
Case Study - The Jack in the Green, Exeter
Over the last 16 years, ‘The Jack in the Green’ has grown to one of Devon’s finest and most acclaimed restaurants. Of course, success like this never happens just by chance. The reputation and business personality has been built over the years as a result of serving outstanding food and providing first class service.
To communicate what they do so well, their website is used extensively, www.jackinthegreen.uk.com, to maximise potential in attracting and engaging with customers, old and new.
In 2007 ‘The Jack’ wished to communicate online with customers on a more personal level.
They use Email Marketing Pro to email out monthly newsletters to roughly 1,000 recipients.
Taking the time to engage with customers via a monthly email newsletter has made a substantial difference to customer loyalty. Every month, ‘The Jack’ sends subscribing customers a fresh seasonal recipe card lifted directly from their evolving menu in the restaurant. In turn, this reminds customers about the great new food emerging that month and the quality ingredients being used. Customers can choose to use the recipe at home or, if they prefer, book a table and enjoy it straight from the menu.
The recipes are welcomed and eagerly collected. It is this ability and willingness to share knowledge, stimulate interest and build strong customer relationships using a fully optimised website and an emailed newsletter that has contributed to customer loyalty and a highly successful business.
Case Study: Cedar Falls Health Farm, Somerset
Cedar Falls Health Farm at Taunton have been using email marketing for several years as part of their overall online marketing strategy.
Sent once a month to promote late availability, special offers and spa tips, the email newsletter has succeeded in increasing occupancy rates during quieter out of season periods and raising awareness during the peak seasonal months.
With a current subscriber base of over 15,000 addresses Cedar Falls have been able to use the newsletter system to strengthen their relationship with previous guests, and repeat stays are encouraged.
