Giving Longhorn Steakhouse More Sizzle
During my time managing Longhorn Steakhouse’s work, we created some pretty amazing emails. Longhorn put a lot of effort into their CRM approach and their email was front and center as part of that effort. From crafting custom email streams for LTOs and loyalty, to pushing the envelope to what’s possible with animation in emails, I oversaw and helped execute it all.
Crave + Intrigue = Successful Emails
I loved pushing our team to take our email capabilities to the limit. The threshold for email size with animations has hovered around 1MB. This limit made it very difficult to create gifs using photorealistic imagery. But we figured it out. Because the thing we discovered is the animations improved our open rates by 4X, and ultimately our online orders b 2X. So we leaned into it as a part of our email strategy.
Check out a few of my favorites below.
Sizling Streams
Crafting and strategizing email streams was a team effort. We’d often have brainstorms with the strategy team to think through messaging for upcoming streams, A/B tests, the touch flow, and more. The collaboration often proved successful in helping craft engaging emails that resonated and made sense with the flow. The stream below was simple and featured one A/B test. This stream performed well and featured our visual-forward approach showcasing appetite appeal as a main driver. This stream featured a 15% Open Rate.
