A restaurant business like any other business can have its own difficulties. There may be busy days, as well as, days where you hardly see someone walking in. SMS/Text marketing works wonders attracting customers.
Why is SMS/Text Marketing a great marketing tool?
Among all marketing strategies, SMS/Text marketing is the most preferred communication channel.
- SMS marketing is budget-friendly, with a delivery rate of 97% within four minutes.*
- SMS campaigns are much more successful than Email campaigns; SMS’s get an average response rate of 30% whereas Email’s get a mere 4%.*
- SMS marketing coaxes customers into quick action; 19% of consumers will click on SMS campaign link whereas only 4% for Email.*
- Marketing messages can be sent in bulk via a shared short code and by associating a unique keyword with the campaign.
- A consumer should have provided consent to receive a marketing message via SMS. This consent has to be in writing (for example, an email) or other formal methods; which means before sending marketing messages you need to ensure that consumers are informed about what they will receive through an opt-in program.
- The opt-in program must disclose the frequency with which you will be sending text messages.
- It is mandatory for businesses to maintain a record of the consent of consumers. These records should include the time, date, and location of agreement and the method by which a consumer agreed to receive your marketing messages.
- The CAN-SPAM act requires businesses to provide the consumer with a clear and easily accessible option to opt-out or to stop receiving messages.
- It is best to provide your costumers with a simple a way of opting out from receiving marketing messages via Most businesses provide a simple STOP message to opt-out of the SMS marketing program.
- You also need to honor an opt-out request received via any other channel that you can be contacted on, for example, via email or by a phone call.
- A STOP confirmation message must be sent to the consumer to confirm the opt-out along with the name of the company.
- You should maintain records of opt-out communications.
SMS Marketing- Best Practices
- The content of marketing messages must be appropriate to the intended audience.
- Keep within the 160 character limit of text messages
- You can get better results if you tailor the message to the individual as much as possible.
- While sending messages take time zones into account
- Make it easy for subscribers to reach customer support with a short code like “HELP”. Let your customers know that they can reply with this code to be directed to customer support.
15 Ways to build a database and leverage SMS database for a successful Restaurant Business
- Before jumping into building a database, it is very important to have knowledge of SMS regulations and The Telephone Consumer Protection Act (TCPA) and CAN-SPAM Act. Invest in building your own customer base through genuine opt-in Do not be lured into buying third-party lists.
- Use attractive keywords like a foodie, VIP, offers, deals etc; make flyers and social media posts/banners.
- Add a subscribe form on your website and social media accounts and encourage customers to subscribe by giving them freebies.
- Make in-store promotional posters “Sign-up for more exclusive offers” to attract customers to sign up for your SMS program.
- Print the SMS opt-in shortcodes in the bill saying “Sign-Up for more exclusive deals and offers”.
Once you have a considerable number of customers in your database, it is time to leverage the same.
- Create a BUZZ during your restaurant opening by sending SMS invitation with an offer code for lunch/dinner.
- Promote special menus of your restaurant regularly.
- Make attractive special event reminders and promote them frequently.
- Use emoji’s in your text message, as people relate more to your business when it touches their emotions.
- Use MMS for promoting attractive deals or offers, and to create a visual experience.
- Nurture the existing customers with special offers, mobile coupons and promotions.
- Always make sure you target the customers based on the zip code to boost the response rate.
- Take care of updating and maintaining your SMS database according to the customer’s opt-in and opt-out preferences.
- Include call-to-action in your message like follow us on Twitter, use this coupon code, order online now etc.
- The frequency of your message shouldn’t disturb your customers. Restrict to 2-3 messages in a week and make sure the customers receive them during the day.
End of the day there is no secret success mantra for any marketing campaign; it is always better to go with the best practices and an informed strategy. Written and Edited By Saranya Sundarajan *Data derived from various sources including https://www.vertoanalytics.com/blog/https://www.vertoanalytics.com/verto-infographics/ Instagiv.com other combined sources