Throwback Thursday Email: Pizza Hut
To appeal to tech-savvy (and possibly hungry) customers, it’s smart to make a big deal out of your latest and greatest changes, as this email does.
Mailer Name: Pizza Hut
Date Emailed: October 20, 2011
Pizza Hut took its first online order in 1994, and ever since has introduced innovations in digital ordering. The chain’s first app, for iPhone, came out in 2009, accelerating the rise of the digital channel in the company’s sales.
The subject line of this classic email focuses on the value of digital to loyalty club members: “Ordering from Pizza Hut Keeps Getting Easier and Easier.” The headline at the top breaks out the big type, set against an image of digital devices, to announce the overhaul of the mobile website: “FASTER. EASIER. ALL NEW!” "Hut Lovers" members can order their food “in a few simple steps.” From the email, they can instantly access the mobile site, or bookmark it.
And rather than miss an opportunity to sell, the remainder of the HTML makes two offers. One gives the customer $10 off “any pizza.” The other promotes a sweepstakes — a trip to the finale of the Fox TV’s "The X Factor."
Keep up with how — and on what devices — your customers prefer to interact with you, and focus on experiences that will maintain their loyalty.