Online food ordering service Seamless is using email marketing to reward consumers who use the company’s mobile applications to order.

Seamless recently wrapped up a three-day email marketing campaign that used multiple channels, including mobile, to surprise Seamless users. On the second day of the campaign, consumers who ordered from the company’s line of mobile apps received 10 percent off an order.

“This campaign was a way for Seamless to give back to our members,” said Ryan Scott, vice president of marketing at Seamless, New York.

“We wanted to reward those members already familiar with our mobile apps and encourage those who haven’t yet discovered them,” he said.

Seamless is a digital food delivery service that works with 7,500 restaurants in 37 cities in the United States and Britain.

Mobile eats
The three-day email campaign ran Nov. 1 – 3.

The mobile calls-to-action appeared on the second day and sent consumers who made an order on Nov. 2 from the Seamless iPhone, Android or BlackBerry app a coupon for 10 percent off a future order.

The campaign also used other social media to reward Seamless consumers.

On the first day of the campaign, hungry consumers could tweet or post a comment on Seamless’ Twitter or Facebook accounts for a chance to win $50 in snacks.

Here is the email blast that was sent to Seamless consumers

For the final day of the campaign, the company paid for one online order made every hour during the day.

“Email marketing is a great tool to reach our members, and our members love our apps,” Mr. Scott said.

“It was only natural that we give mobile some love through this campaign,” he said.

Market on mobile
Seamless’ campaign is an example of how traditional channels can be used to push the mobile medium.

By using email, Seamless was able to integrate mobile, social and Web to reward its users.

In addition to Seamless’ digital advertisements, the company is also using traditional print ads and out-of-home advertisements to promote the service.

Seamless is also in the middle of developing an app for iPad devices.

Seamless is the latest company to use email marketing to push its mobile services.

Most recently, real estate company Citi Habitats used email advertising to drive app downloads (see story).

“Orders placed through our apps for iPhone, Android and BlackBerry have experienced tremendous growth in 2011,” Mr. Scott said.

“We’re seeing more than 20 percent of personal orders being placed through mobile devices, and we expect that number to grow to more than 25 percent by the end of 2011,” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York