I spoke briefly with a guy that my wife does pizza menus for.
This guy has sold over a 100,000,000 high-end full color pizza place menus in about ten states in the northeast USA.
He's sold to well over a thousand stores.
He's ALWAYS looking for something new to offer......
I told him that I was putting up a local coupon site with free listings and would upsell other services....one of which would be handling their email marketing for a recurring monthly fee.
He said it flat out won't work.
He said a bunch of stores tried to collect email addresses and had zero success in getting customers to turn over their email address. Places offered free pizzas....free sandwiches....and nothing worked.
He also said, that for whatever reason, people didn't seem to mind giving up their addresses to the Home Depots and Staples and such.
Sooooo......what are you finding out there ?
One thing to keep in mind, he's referring primarily to Pizzerias....and that mega niche are kind of in their own little world.
Personally, I hope he's right that the biz owners in the industry in general do not believe email marketing works.
Chances are, most efforts probably weren't done right....with Internet marketing experience thrown in.
I'll give my favorite local pizzeria a full blown campaign of front page coupon listings, an extensive email collection process, emailings from their list, solo ads to coupon site members, mobile w/qr codes and so on.....
I'll show measurable results and use them as a case study and hit the other hundred pizzeria places withing driving distance.....starting with their closest competition.
Measurable results are the key......
Anyhow, I'm not launched yet and I'm refining my model. My real world business, which is extremely time consuming, has been lucky with this sucky economy but I feel a big slap coming and then I'll launch at that time.
I'd appreciate some feedback from those that are actively managing local businesses email programs.
P.S. If pizzerias, in general, have been turned off to email marketing...and you find a way to make it work with a local biz.....there's a ton of small chains (say 5-50 stores) that would bring a hefty recurring revenue if you got to handle them all.