Slicing Into Success
North Italia
Email Strategies That Deliver
Hungry? Head North!
North Italia is a contemporary Italian restaurant known for it’s delicious handmade favorites. From delicious pizzas made from scratch to handcrafted cocktails with an Italian twist, there’s always something excellent to sip and savor at North!
The Ask
Baking Pi Day History
In 2021, North launched its first Pi Day campaign, which featured a month-long celebration of pizza through the limited release of 15 unique pies inspired by the ingredients and cultures of different regions across the country. North was looking to top their previous year with their 2nd annual Pi Day campaign, so they came to Defero to make it happen through a data-driven and integrated email strategy.
Our Strategy
Delivering Reservations Through Email
The secret sauce to our email strategy? A blend of maintaining excitement and hype through the duration of the campaign, plus a dash of witty copy and colorful creative.
We Have BIG News!
This teaser email featured ingredients and hinted at a big event in the future through simple messaging. Our goal was to build an appetite for what was coming.
Open rate: 63%
CTOR: 3.5%
Nothing is Topping This!
The announcement email revealed North Italia’s limited-time, regional Pi Day Pizzas. We decided to showcase all of the regional pies in a single email to showcase North’s creative dishes and generate more excitement for the campaign.
Open rate: 59%
CTOR: 2.5%
Free Delivery? Yes, Please!
In addition to the mouth-watering free delivery offer, this email detailed how each regional pie paid homage to their hometowns through ingredients and contributions from local North chefs. It also highlighted North’s efforts to give back to communities by donating $1 to local hunger relief charities for each pizza purchased.
Open rate: 57%
CTOR: 1.4%
Say Good-Pi Before They Go!
Our last chance email drove urgency by highlighting the end date for the Pi Day campaign and how consumers will be aiding North’s charitable efforts by purchasing a regional pie.
Open rate: 49%
CTOR: 2.1%
Handmade results
More clicks than in 2021
Revenue generated in 2022 over 2021
Average open rate in Q2 2022 (Industry avg: 18%)