Papa John's Orders an Extra Large Email List

Looking to build its email marketing list, Papa John's has launched a pilot program where computers have been placed in its stores for people to enter addresses. Customers then receive a reward in the form of a discount -- but not immediately. The coupon comes via email, which allows the pizza chain to verify the addresses.

The program -- which is only in a few markets -- has potential, since customers often show up and have a few minutes before their orders are ready, said Bob Ford, who heads online marketing at Papa John's. He spoke on a panel Tuesday at MediaPost's Email Insider Summit.

Still, much of Papa John's business comes from deliveries. Part and parcel, Ford said the number-one way the company collects addresses is via its Web site, where customers place orders -- the chain gets one million a month. Ford said hardly anyone orders delivered pizza without a coupon. "Doesn't happen," he said. So, Papa John's marketing emails focus almost exclusively on a special offer.

Unlike some marketers, Papa John's apparently has high consumer tolerance of its messages. It sends out two emails a week to its entire database of millions -- and gets few complaints, Ford said.

Separately, Papa John's has begun experimenting with Facebook as a way to build its email list. In November, it set up a fan page, where customers who provided an email address could receive a free pizza. In a 24-hour period, Ford said Papa John's had 130,000 fans -- and 75% of them opted in to receive emails.

He said in 2009 the company will look to use text messaging and other mobile applications to obtain email addresses, which does carry a need for caution. Mobile devices form "a very personal space," he said, and "we don't want to offend our customers."

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