How Souplantation & Sweet Tomatoes Found Success With Its Email and Social Media Campaigns

All About ROI
Melissa Campanelli

During the presentation, attendees learned how Souplantation & Sweet Tomatoes — a healthy-eating restaurant chain with 112 establishments in 15 states — grew its monthly Club Veg email newsletter membership from 712,000 subscribers in September 2008 to 1.2 million subscribers to date through several email and social media initiatives.

In January, for example, Souplantation & Sweet Tomatoes — along with its internet marketing agency Red Door Interactive — encouraged subscribers to refer friends to sign up for its Club Veg email list.

Subscribers were enticed to get their friends and families to sign up for Club Veg emails with exclusive members-only offers, birthday discounts and additional coupons. Subscribers who got the most people to sign up had a chance to win 20 free meals at any Souplantation & Sweet Tomatoes restaurant.

The results? Of the 70,000 subscribers who signed up in January, 17,000 were attributed to the refer-a-friend campaign.

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