Past email efforts lacked personalized sophistication. Faithful LaRosa’s guests, for example, received the same information and product deals as one-time patrons.
“We were starting from scratch. We had lots of data. We had lots of loyal guests. But we didn’t have a clear strategy,” said Pete Buscani, Executive Vice President of Marketing at LaRosa’s. “We worked with HyperDrive, which implemented Salesforce as that other link in the chain from a guest satisfaction and engagement standpoint, especially when we began using AMPscript to pull in and filter our data to create personalized guest journeys.”
LaRosa's began by segmenting guests based on order type, purchase frequency, purchase size, and even time of purchase. This information was used to create three customer personas: good, better, and best.
The personas are the basis for approximately 100 unique email journeys. The company’s onboarding journey consists of 14 emails, tailored by region.
Attention to individualized guest service and targeted messaging, along with promoting opportunities to win prizes once a new guest has completed an online profile, have propelled LaRosa's expansion into new cities and states.
Still, it’s not just new guests influencing growth. One of LaRosa's main goals in segmenting guests so specifically and engaging them with personalized messaging was to garner just one more order from each of its “best” — or most loyal — guests. Setting a control group for testing its new, dynamic email journeys, the company blew away its initial goal.