How Zizzi used an online board game to boost its email marketing
The low cost of email marketing means it often becomes a simple numbers game - the more people an offer or promotion is sent to, the more likely that someone will open the email and click through to redeem. Restaurant chain Zizzi was sending out emails every week to the two million people who had signed up to receive them, but just 12% of recipients were opening them and only 1% were redeeming vouchers.
"If you're not planning a restaurant visit you're not going to open...