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Olive Garden’s welcome series, which is triggered when consumers subscribe to receive the brand’s emails, helps nurture and guide subscribers on their journey with the brand and provides an optimal experience through each touchpoint. The welcome series consists of 4 emails that are personalized based on subscriber data and incorporate targeted dynamic content blocks designed to capture key subscriber attributes like location and birth date. The series includes a mobile wallet component along with tips for using mobile wallet technology and a special welcome offer followed-up by a reminder touch point for those guests who haven’t redeemed it.
Olive Garden’s welcome series has generated a 23% average unique open rate and a 27% average unique click-to-open rate across all four touch points. In addition, the average mobile wallet add rate for the series (the rate of consumers who added the offer to their mobile wallet) was 72% higher than the average.