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Dunkin’ Donuts email campaign showcases ongoing mobile payment endeavors

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April 22, 2013

Dunkin’ Donuts is turning to its email database to drive downloads of the company’s mobile payments application and educating consumers about the pros of paying with their smartphones.

Last week, the coffee giant ran a campaign to its email database that centered around its mobile app. The email also included mobile incentives to help drive downloads.

“Dunkin’ Donuts regularly uses email as one of its many communications channels for keeping our guests informed about new products and promotions,” said Scott Hudler, vice president of global consumer engagement at Dunkin’ Brands.

“At least every month our mobile offers change so email is an easy way to communicate that with all our loyal Dunkin’ UpDDate members,” he said.

“We know that our guests enjoy receiving information about discounts, so we prepared an email communication highlighting our April offers available in the Dunkin’ app.”

Increasing downloads
The Dunkin’ Donuts email reads “Download. ReDDeem. Enjoy. Tap into exclusive mobile offers that’ll keep you runnin’ when you download our mobile app.”

For the month of April, Dunkin’ Donuts is offering several mobile incentives, including $1 off a dozen donuts and a $1 off any breakfast sandwich with meat.

The email also includes links to Apple’s App Store and Google Play that drive consumers to download the app automatically.

The Dunkin’ App does not accept orders, but it does offer guests an opportunity to pay with a virtual Dunkin’ Donuts Card, mGift friends and family, view an available offer, locate nearby Dunkin’ Donuts’, and more,” Mr. Hudler said.

“As more and more of our guests download our app and realize the full potential and convenience of the technology, we have seen a steady increase in the number of Dunkin’ app downloads,” he said. 

This latest effort for Dunkin’ Donuts is a smart move for the company, especially since it unveiled the mobile app not too long ago.

By turning to its email database, Dunkin’ Donuts is making sure its customers are up-to-date on the company’s latest initiatives.

Mobile payments are on the rise. And, this campaign helps the company solidify its place in the space.

Mobile payments and promotions, including those disseminated through our app, will continue to be an important part of our overall marketing efforts in the future,” Mr. Hudler said.

“Part of why these programs are particularly important to our brand is that our busy guests are always on the go, so we know that they are increasingly reliant on their mobile devices to keep themselves going,” he said. 

Past efforts
Dunkin’ Donuts is no stranger to mobile.

Last year, the company strengthened its position in the mobile space by updating its commerce-enabled application with location-based offers that rewarded consumers for paying via their handsets (see story).

Earlier this year, Dunkin’ Donuts gave consumers another way to pay for food, beverages and merchandise at the company’s participating locations by adding its mobile application to Apple’s Passbook (see story).

Most recently, Dunkin’ Donuts solidified its mobile commerce strategy with St. Patrick’s Day-themed mobile gift cards and in-application offers (see story).

“It is estimated that over 40 percent of commercial emails are opened on mobile devices,” said Shuli Lowy, marketing director at Ping Mobile.

“As more and more emails are being opened on mobile devices, leading brands are working to ensure their emails are viewer friendly on small screens,” she said. “The majority of consumers who come across an email on a mobile device that isn’t mobile friendly will simply exit out.

“Some will view it later on a desktop but many others wont; consumers aren’t keen on giving second chances. Commercial emails that are not mobile friendly will receive substantially lower content consumption rates.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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