You may remember my prior blog post regarding Domino’s email offers. Their newsletters arrived to my mailbox between 8:34 am and 8:36 am in the morning. What we learned from their bad example is that the last thing a customer is considering over morning coffee is pizza and chicken wings. A simple thing, like not segmenting your database, can have a huge impact on the redemption of your offer.
This week while on LinkedIn, the thought came to me to check if anyone in my network worked at Domino’s. Turns out I share a LinkedIn group with the Vice President of e-Commerce for Domino’s. So I emailed him. I explained the problem of the 8 am emails. He called me and said he would talk with the Canadian franchisee responsible. Today, much to my glee, at 1:07 pm I received an email from Domino’s… it was their email offers newsletter! Not perfect, but if I consider that the database likely is handled on the east coast, 1:00 pm is a whole lot better than 8:00 am. Thank you Domino’s for showing a willingness to listen. I salute you with my double cheese and pepperoni pizza.
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