How Domino’s Pizza increased email opens by 26 per cent and clicks by 57 per cent
The Challenge
Seven years ago, Domino’s Pizza admitted to the world that their product wasn’t very good. That took courage. But what they did next took even more. Domino’s re-invented themselves. Gone were the days of just being a pizza company… From that point, they referred to themselves as a technology company… who also makes pizza.
Meanwhile, the food delivery market was becoming hyper-competitive. Delivery services like JustEat and Deliveroo have put pressure on more traditional business models. So, the challenge was simple to explain, but hard to conquer: Domino’s needed to stay relevant, to reinforce its brand, and ensure their key data asset (their CRM database) was as engaged as possible.
Domino’s has a globally recognised logo, and invests millions every year in building and maintaining their brand’s voice. So, how could they increase customer engagement whilst staying on brand… and keeping hundreds of franchisees happy?
The Strategy
Domino’s new internal perspective as a technology company has led them to invest in advanced technology – and as a result they’re reaping the rewards. They wanted to increase the engagement of their CRM database. The simplest (and most obvious) place to start? Optimising their email subject lines.
So, they put their “crust” in Phrasee, and now they’re making dough.
Phrasee created Domino’s a language algorithm to generate email subject lines that are specific to their brand voice and optimised to drive response from their audience. Then, Domino’s followed the Phrasee-recommended experimental procedure through a series of subject line split tests. The results from these tests were fed into Phrasee’s machine learning engine…
The Results
After 2 months of calibration, Domino’s has seen some awesome results:
26 per cent uplift open rate
57 per cent click rate uplift
753 per cent ROI
From The Client
“Email marketing is a key marketing channel for Domino’s. But, in today’s overcrowded inboxes, our challenge was to stay relevant, increase KPIs, and not spam people. Phrasee’s AI honed in on what makes our audience tick… and our email results have been awesome ever since.”