Gardenburger created the first vegetarian burger nearly 20 years ago. Today, you'll find Gardenburger products in restaurants, natural food stores and grocery stores around the world. The company continually develops products that are timely, yet futuristic - made with compassion and a caring consciousness for the earth's fragile resources. eROI was asked to help create a comprehensive email marketing program to create brand awareness and increase sales.

Program Objectives

• Create Brand Awareness
• Increase Sales by offering a coupon to be redeemed at local retailers

Target Audience

• Environmentalists, Vegetarians, Gardenburger connoisseurs and past customers

Challenges

• In-house email list virtually unused - had not emailed to this list in over 1.5 years

Strategies
Gardenburger implemented eROI's recommendations to test two different subject lines - a coupon-driven message versus a seasonal message. The call to action for both emails drove email recipients to download and print a high-resolution coupon redeemable at retail locations where Gardenburger products were sold.

Results
Overall, the campaign was a success. The coupon campaign outperformed the seasonal message. The email campaigns averaged a 16% click through, which was nearly double its goal. Sales spiked dramatically for a 2-3 week period following the email campaign.