“E-mail’s response rate is about 4 percent, and we don’t do direct mail because the rate’s so ridiculous and the development’s outrageous. With this, the overhead is 7.5 cents on a text message and five minutes of my time. If I can grow my list like I want to and get this kind of response rate, who needs a marketing department?”

For a NRN-perspective on the effectiveness of web-based marketing tools, read the article Restaurants find the simple text a powerful tool by clicking here.

And don't forget that Arizona operators can sign up for dine4az.com to take advantage of no-cost internet marketing.