Gaucho see a 7% increase in marketing opt-in rates

Gaucho

Specialising in premium Argentinian steaks and wines, Gaucho opened its first restaurant in 1994 in London, with a dedicated vision of bringing the world’s best steak to the UK. They now have 20 restaurants across the UK and have won a number of awards for their steak - premium Black-Angus cattle bred at hand-selected farms.

The Challenge

Like any other operator, the [Gaucho](https://gauchorestaurants.com/) marketing team has a lot of exciting news and offers to share with their customers. In order to effectively communicate, they needed to maximise the opt-in rate for their in-venue guest Wi-Fi. Their marketing opt-in rate sat at 56%, which was under the 70% average that Wireless Social customers usually see.

Our Insights

Our Wireless Social’s Customer Success team have tried and tested a lot of different opt-in messages throughout the years, and the results have always proven the same - a simple and short opt-in message encourages more guests to opt-into marketing. It turns out at at the time, Gaucho’s message was quite long and descriptive, which we suspected was the cause of their lower opt-in rate.

Our Solution

Our team suggested a temporary test to see if a simpler opt-in message would boost Gaucho's opt-in rate. The new message was simply "agree to receive marketing material?", which is Wireless Social's recommended message.

Results

In the 2 months prior to the change, the Gaucho opt-in rate sat at 56.4% with 7104 lines of new marketable data collected. In the 2 months after the opt-in message had been changed, the opt-in rate increased to 63.6% and they collected 9815 lines of new marketable data. That’s a 7% increase in the amount of guests who signed up to receive communications from Gaucho, and much more data being pushed into their email database every day!

Are you ready to increase your opt-in rate?

If you're looking to increase your opt-in rate, you can learn from Gaucho's experience. A simple and short opt-in message can make a big difference. Wireless Social can help you create a message that is effective for your guests. To learn more, contact us below!

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