This is the opinion of Michael McCathren, a marketer at Chick-fil-A - a US-based chicken restaurant - who found that, by implementing such measures, his typical click-through rate from emails grew to 15 per cent, Marketing Sherpa reports.

 

Of his subscribers, 75 per cent stated that the message had spurred them on to visit the eatery.

 

Within the revised emails, links were featured that led to nutritional information and menu examples, as well as to corporate scholarship programmes, training webcasts and pages about the company's cow mascots in an attempt to strengthen consumer relationships with the business.

 

Speaking about the new scheme, Mr McCathren remarked that it was intended to be "more of an experience" and that the team was interested in "stirring the pot of conversation online", while providing people with "something to share, explore and interact with".

 

Earlier in the month, Matt McNeil, founder of Sign.up-to, emphasised the importance for businesses to ensure their email marketing campaigns are both rewarding and relevant to the demographics they are trying to attract.