Email Helps Southern California Restaurants Compete: Permission Based Messages Beat Ads and Direct Mail

Santa Ana, CA - Restaurateurs all over Orange County are enjoying success using EMAPCT, a powerful, inexpensive marketing tool to market for their highly competitive locales. Newport Beach's trendy Sol Grill is just one of the restaurants that is keeping in touch with diners using mUrgent Corporation's (http://www.murgent.com) permission-based EMPACT software.

Sol Grill Attracts 20% More Diners

New owners of Newport Beach's Sol Grill dinner house, Misty and Peter Thorne, are capturing about 20% more new diners with email marketing than they expected to bring in with display ads or direct mail. They recently purchased the restaurant and, being new to the business, were perplexed about how best to maintain the former owner's customer loyalty while attracting the attention of new customers.

"We were confused about marketing, because we wanted a more personal approach than direct mail or display advertising, which we usually ignore when we receive it ourselves,' the Thornes said. "We started collecting emails from every diner and distributed our first EMPACT message last August to a fairly large database. The response was a real shock. Dozens of couples actually came in with their emails in hand!'

More Response than Ads or Direct Mail

mUrgent research clearly demonstrates the advantages of e-marketing over traditional advertising and direct mail. Only an average 1.8 percent response rate comes from TV and radio ads, telemarketing, web banners, door-to-door, display ads, targeted and bulk direct mail.

Permission-based email and SMS marketing average a 16 percent response, because recipients are volunteering to receive information they are interested in, so it is expected, relevant and personalized.

"By contacting customers more frequently with information they have already expressed interest in, EMPACT users capture far more share of mind than their competitors,' says Boris Bugarski, CEO of mUrgent. "With EMPACT, business owners can include a graphic letterhead that will appear at the top of each message and even include each recipient's name throughout the email to add a personal touch. We have found that this type of branding effort, along with customer name personalization is exceptionally effective.'

About mUrgent
mUrgent, an e-marketing authority, delivers EMPACT, a proven, easy-to-use e-marketing solution businesses can rely on to automate more frequent, personalized communication to your customers for a higher return on your marketing investment. For more information, visit http://www.murgent.com.
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