Internet Retailer: As Cincinnati's La Rosa Pizza chain uses e-mail marketing to get more customers ordering online, long-time customers are starting to order more than just pizza and increasing average order size, says Pete Buscani, executive vice president of marketing.

LaRosa, which operates 56 restaurants, uses a single call center to process all telephone orders. But with about 70,000 calls per week, it wanted to move about 10 percent to online orders, figuring that would let it provide better customer service as it continued to expand the number of orders, Buscani says.

In April, it launched an e-mail marketing campaign with its ad agency, HyperDrive Interactive, on an e-mail marketing platform from ExactTarget. Promotions included the chance to win free pizza for a year to e-mail recipients who completed a survey of their favorite items on La Rosa's menu, which includes dozens of items in addition to pizza. The goal was to both get more customers interested in ordering online and introduce them to La Rosa's full menu.

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