Arby's
EMAIL + VIDEO
THEY HAVE THE MEATS…AND A KILLER EMAIL MARKETING CAMPAIGN.
Arby’s, the flagship property of Inspire Brands, combines the speed and convenience of quick-serve with the quality and made-for-you care of fast casual. With more than 3,400 U.S. restaurants, Arby’s has methodically expanded its menu offerings over the years and is committed to a digital growth marketing maturity model.
Arby’s has always been a brand that leans in and “goes for it” — their tone is unabashedly meaty. When they wanted to infuse the same approach into their email marketing campaigns, they came to Hathway/Bounteous because of the company’s stellar reputation in the CRM space.
STRATEGY • CREATIVE • GROWTH MARKETING
ACD: Emily Bertram
Designer: Cambrea Bordner
Art Director: Samantha Ortiz
Motion.Graphics: Eric Renshaw
Motion Graphics: Hudson Paine
THE STRATEGY
Arby’s partnered with Hathway on tactical planning to drive adoption and engagement across their digital channels. The big idea? Using data to build more engaging and entertaining email campaigns. Hathway provided monthly CRM strategy and creative support, collaborating with Arby’s brand agency, internal analytics, campaign management and development teams to take those strategies and bring them to life. Hathway also designed a series of welcome journey emails, rewarding customers for signing up for the email list with special offers while also giving Arby’s sandwiches their big, bold, craveable close-up.
Emails now feature animation and Moveable Ink— a powerful marketing tool that ensures email recipients receive the most up-to-date information based on their location, time of day and even the type of device they are using—to create fun, engaging experiences. The more Arby’s learns via the data, the more the brand understands what’s most craveable to each group of customers. It makes for fun, compelling, “in-the-moment” content, but more importantly, this strategy gives real customer feedback about which products might be more successful to feature in future special offers.
THE RESULTS
Arby’s evolved from having a bare bones digital offering to having order-ahead capabilities on their native site and a robust CRM strategy. They now send 8-10 subscriber emails per month, which are separated into editorial (new product positioning/ introductions, returns of popular products, seasonal LTOs); promotional messaging (such as the 2 for $6 menu); and offers (special pricing reserved for loyalty club members).
THE FUTURE
As the company rolls out order-ahead services in 60 percent of U.S. stores in Q3 2022, Arby’s will require users to create an account in order to capture more consumer data. This will also encourage holdout franchisees to upgrade their POS systems and drive thru experiences in order to participate in this service and empower the brand to create relevant, customized user experiences.
And for Arby’s, that means the future looks meatier than ever.
