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How Chick-Fil-A's Email Offer Brought Customers Into Stores

August 11, 2010  

In a post at the Bronto blog, Julie Waite says you may know Chick-Fil-A recently introduced a Spicy Chicken Sandwich. "What you may not have heard," she notes, "was that they ran a special invite-only event promotion to taste the new sandwich (for free!) well in advance of its launch date."

For those who signed up for the promotion, here's how the email campaign worked:

The first message confirmed the reservation. "We have you down for Tuesday, June 1, 2010 at my restaurant (Northgate Mall (NC)) between 11AM-2PM," read Waite's personalized note, which included the name and headshot of Garrett Reed, the store's owner-operator.

It included a link to a printable invitation. A lengthier message described Chick-Fil-A's Spicy Chicken Sandwich—the first new sandwich on its menu since 1989—and included all of the reservation's details.

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