L2’s inaugural Digital IQ Index: Food found recipes were the most dominant call to action in marketing emails brands sent. An overwhelming 79% of Food brands’ marketing emails had with a ‘Get Recipe’ prompt. In contrast, just 9% of emails asked the recipient to learn more or read more and just 5% offered a deal or coupon asking the consumer to ‘save now’. Only 1% of emails had no CTA.
Recipes are also a dominant advertising form. Sponsored recipes are the most dominant form of advertising across three of the four major recipe sites, making up 28% of advertising efforts on Allrecipes. Recipe sites have been catering to brands by offering creative ways for sponsored content to be featured. Yummly, for example, suggests Country Crock margarine each time a recipe calls for butter. And brands such as Breyers have created a brand page on the site with tips, recipes, and a tool for locating online and grocer partners.