Location Email Redesign

I led the redesign of Belle Noble Entertainment Group’s location-based email marketing strategy to create a more focused, personalized, and intentional guest communication experience across the company’s four restaurant concepts.

Previously, all four locations - Le Moo, Grassa Gramma, The Village Anchor, and Sake a Gogo - were featured within a single email that was distributed to guests four times per week. While this approach allowed us to communicate a high volume of promotions, it also created an overwhelming amount of information for the recipient and limited our ability to tailor content to individual guest interests.

Through my education and experience in marketing, I developed a stronger understanding of the importance of aperture in the guest experience—the idea that effective marketing should capture attention by delivering the right message, to the right audience, at the right time, without creating unnecessary noise. I applied this principle to our email strategy by restructuring our communications around individual restaurant locations.

Using Constant Contact, I redesigned the email program so that each restaurant received its own dedicated location email, reducing the frequency for individual recipients from four emails per week to two. Each email was intentionally streamlined to focus on the three most important or compelling promotions happening at that specific restaurant. This allowed guests to quickly understand what was happening at the location they were most interested in without having to navigate promotions for multiple concepts.

I also introduced greater audience segmentation into the email strategy, tailoring recipient lists based on guest interest and location. This shift toward more relevant, targeted communication resulted in a 5% decrease in unsubscribe rates, demonstrating increased engagement and stronger alignment between the content being delivered and the interests of our audience.

The redesign transformed our email marketing from a high-volume, one-size-fits-all communication into a more targeted guest experience. Each location’s email now functions as a focused marketing tool, highlighting three key upcoming promotions while giving guests a clearer reason to engage, visit, and return.