Campaigns we like: Domino's

I recently received this email campaign from Domino's, with the subject line 'Download our app & order Domino's on the go!'



On the move
It’s no secret that both mobile and tablet usage have spiralled over recent months and continue to do so. The Global Web Index Report showed that tablet usage in Q1 of 2013 had increased by an astonishing 282%, while consumers using their mobiles to go online also increased, by 60%.

The content of the email is entirely focused around getting Domino’s regular customers (the bracket I unfortunately fall under, much to my wife’s dismay) to download the Domino’s app. The idea is that Domino’s is making it easy for customers to order pizza on the go; while out of the house or busy at work. It’s clear that the Domino's recognised a need to roll out a mobile route to purchase for customers to adopt; our time is precious and in such a competitive market as the food and dining industry, over-complicating things will leave a bad taste in your customer’s mouth – did you see what I did there?

As if resisting images of piping hot pizza isn’t hard enough, Domino’s also, very cleverly, plays on the ‘convenience factor’ within this campaign, still a yard away from delivery at the touch of a fridge magnet, yes, but convenient none the less. Everyone I know has a smartphone these days and I’m no different. Domino's is making it really easy for me to make a purchase, resulting in a direct email conversion, by encouraging me to order ‘on the move’ so I can relax once I’m home (and perhaps before my wife has a chance to change my mind!).

Going social
The second thing I noticed about this email was the strong focus on linking to Domino’s social channels; Facebook, Twitter, YouTube and Google+. They’re prominently placed just next to the app download buttons, driving the reader through to see what the brand has to offer socially. I know their focus is mobile, but the latest Global Web Index Report showed that during the early evening browsing social media channels was one of the three top activities performed by mobile and tablet users, so this is prime time for Domino’s to encourage engagement socially.

Best practice
In terms of email best practice, the entire email was designed responsively which is great; the brand is leading me towards tablet and mobile engagement and if the email hadn’t been optimised for my device I wouldn’t have had much faith in the app itself! The image to text ratio is good and the email is fully in line with the Domino’s brand with a clear call to action – great work!

Food for thought
As much as I loved this campaign, there are always improvements to be made. Firstly, I loved the use of social but it would have been great if I could have shared the email’s content socially, to truly integrate the two mediums. Secondly, Domino's knows I’ve placed an order a number of times before and so it's got all of my details, but it chose not use any personalisation. This is slightly disappointing and, although it didn’t stop me from engaging with the email, it can be easily done and would have added a nice extra touch!

James Bunting, Managing Director, Communicator Corp