Case Study: A&W Restaurants achieves higher email engagement and reduced subscriber churn with Klipfolio

A&W an email program 100 years in the making

A&W Restaurants’ Mug Club email program—already growing about 5% monthly with a 21% click-to-open rate—faced rising churn, unsubscribe spikes and mobile coupon friction as the brand approached its 100th anniversary. The team needed to understand when and why subscribers disengaged so they could increase relevance and reduce spam complaints.

By visualizing unsubscribe timing in Klipfolio and combining Salesforce and Litmus analytics with a brief subscriber survey (14% completion), the team identified pain points and validated the need for an extended welcome series, mobile-friendly coupon strategies and an automated 120-day re-engagement cadence. Those insights produced a clear roadmap to reduce churn and spam in the first 90 days, improve onboarding and deepen long-term engagement.

A&W Restaurants

Liz Bazner

Digital Manager