Past Events

Speaker Series

AMA in the Afternoon: RFM + CRM: How Outback Steakhouse Increased the Value of Email Marketing

November 10, 2020 |
3 minute read

Learn how Response Labs and Outback Steakhouse utilized the RFM (Recency, Frequency, & Monetary) data model to increase the value of promotional emails.  

With an increased focus on online take-out and delivery, Outback Steakhouse continues to see email as a key driver of promotional messaging.

In this AMA in the Afternoon session, you’ll hear how reigning AMA Baltimore MX Award Winners for Best Email Marketing Campaign of the Year, Outback Steakhouse and Response Labs delivered more than a meaty email to gain a new perspective of customer data.

Uncover how this client and agency developed an RFM data model and how they integrated it into Outback Steakhouse’s overall email marketing plan to yield successful results.

Key Takeaways:

  • Background of the RFM data model
  • An overview of the Outback Steakhouse situation and strategy
  • Key results from integrating RFM into Outback Steakhouse email
  • Extending the RFM data model beyond email

Virtual Event Details | Presentation and Q&A
Tuesday, November 10, 2020 | 2:00 – 3:00 pm
Prior to the event, you will receive an email with the Zoom meeting link and ID needed to join.

Meet the Speakers

Danielle Vona
GVP & CMO, Bloomin’ Brands Inc.

Danielle is a C-Suite Officer and Board Member focused on consumer/customer experience with expertise in Business Strategy, Branding, Communications and Talent Development across a variety of industries with complex business models. Danielle is currently with Bloomin’ Brands as GVP and CMO for Outback Steakhouse as well as the Founder of The Marketing Posse.

Previously, she was GVP and CMO for Carrabba’s Italian Grill and her experiences include VP and CMO for Sonic Corporation and more than 10 years with PepsiCo where she rose through the ranks from Manager to Vice President. She received accolades at PepsiCo for her talent management skills.

Her passion for mentorship led her to join the Board of Directors of Big Brothers Big Sisters of Tampa Bay where she chairs their Development Committee. She is also on the Advisory Boards for Make-A-Wish Foundation Southern Florida, USF Digital Marketing Advisory Council and Secretary for the Safety Harbor Chamber Board of Directors.

Jen Aldinger
Director of Client Service, Response Labs

Jen heads all client relationship growth and initiatives with Response Labs. She brings expertise in the delivery of CRM campaigns and brand growth through email and digital strategies.

After cutting her client service teeth working as the national AOR for Blue Bunny Ice Cream, a brand focused primarily on traditional media to connect moms and families to the CPG brand, she parted from the agency world and shifted brand side to join Under Armour’s Brand Marketing team. Over the next 4 years, Jen managed campaigns for almost all of the company’s categories. Most notedly, the Cannes Lion winning, Rule Yourself campaign featuring Michael Phelps and the USA Gymnastics team. Jen wrapped her time with Under Armour leading the largest international footwear launch in company history.

She brings a passion for process, solving problems and getting the right message to the right consumer on the right platform. Outside of the office, she can be found chasing her 2 kids around their Baltimore neighborhood.


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