Email marketing refers to sending out emails to promote your business. Restaurant Email marketing has been around for quite some time and is being successfully used by businesses to send updates about the brand, dole out promotions, offer coupons and remain in touch with new and existing customers.
Some marketers erroneously believe that restaurant email marketing has lost its relevance with the introduction of new mediums to reach out to the customers. However, the fact remains that email marketing has evolved and remains an incredibly important marketing tool.
Here are some interesting stats to turn you into an email marketing enthusiast:
- At least 91% of consumers check their email on a daily basis.
- Data from Marketing Sherpa says that 72 percent of consumers prefer email as their source of business communication.
- The average spend of customers buying products marketed through email is 138% more than those who do not receive email offers.
- According to Optinmonster, only 15% of the marketing budget spent on email marketing, yields an ROI that is 28% higher than digital marketing.
Restaurant Email Marketing Strategies
Emails are a great medium to reach out and stay in constant contact with your customers. In fact, there are numerous creative ways in which you can use emails to send out the right marketing message to your restaurant’s customers. Here we have listed a few of those.
1. Get the Word Out
You are pretty excited about the new dish that you have just introduced on your menu. Now, you are dying to know how your customers receive this new introduction. Sending them an introductory offer to try the new dish through an email can help you get the word out. Sending exclusive invites to longtime patrons makes them feel like privileged insiders and helps in building long-term bonds.
2. Promote Offers/Special Days
Most restaurants have offers or deals marking special days or holidays. Perhaps, you have a planned a special for Fathers on the occasion of Father’s day or you are running deals on each day of the Pizza Month in October. You could send updates on these offers and promotions to your customers.
A monthly newsletter is a great way of letting your customers know about all the offers they can avail in any given month. A follow-up email just a few days prior to the event or promotion can be sent out as a reminder to help them make the most of the offer.
Many restaurants regularly host fundraisers on behalf of local organizations as a part of their community building initiative. Sharing the details of such events with your regular customers can help you to increase participation in these events while sending out the message that you as a brand care for the community.
4. Behind the Scene Stories
Every communication that you send out to your customers does not necessarily need to sell a product. You can add value by sending out curated content- every once in a while. It could be a story from your restaurant- a gesture by a customer that touched your heart, or an account of how and where you source your raw materials, you can even share strategies that you follow at your restaurant to manage waste. In fact, you can share anything that you feel may be of interest to your customers.
5. Share a Recipe
Every once in a while, you can share the recipe of a popular dish on your menu. This is a great way to open a line of communication with your customers. You can invite your customers to pour suggestions on how they would modify the recipe if they were to prepare the same at home. You can even go ahead and share some of these interesting ideas on social media.
6. Promote Resturant Services
There are so many services that your restaurant may be offering which your customers may or may not be aware of. You can create a series of emails to help them use these facilities better.
For instance, reservations- where and how they can reserve a table at your restaurant.
Online ordering- You maybe be taking orders on call or orders placed on your website or you may have tied up with third-party online ordering services. Are your customers aware of all the ways in which they can place an order? Do they know about how easy it is to pay for these orders? These are questions that you can deal with in these emails.
Delivery- In many cases, the customers are not aware that there favorite eating joint offers delivery, or how far do they offer delivery, what are the charges. An email listing out all the possible FAQs could be very helpful.
7. Promote your Loyalty Program
Loyalty programs are a great way to retain existing customers. The ground staff in your restaurant has very little opportunity to explain the nuances and benefits of the program to store visitors. Email provides you a great medium to send out details of the program to your customers from sign-up to reward redemption.
8. Send out Personalized Offers
Emails offer your endless opportunities to send out personalized offers to your customers. Personalized emails have a much higher conversion rate. You can segment customers based on
- Previous purchase history
- Kind of coupons they usually redeem
- Offers that interest them most
- Open Rate
- Dormant/ Active Customers
- Abandoned Carts
These are just a few examples. Depending on the nature of your restaurant and the kind of offer you have in mind you can segregate customers who you feel would be interested in the particular offer you are sending out.
9. Collect Feedback
You bring great food to the table, offer exceptional services and believe that are you are doing your best. But no successful business can do without customer feedback. Emails are a great way to collect feedback. You can ask for customers feedback on specific services like online orders, delivery or more general feedback about the food and services at your store.
10. Bday emails
Retaining your current customers is up to 7x cheaper than acquiring new ones. Did you know that Birthday emails have a 481% higher transaction rate than promotional emails and on an average, they generate a 342% higher revenue per email than promotional emails?
Running a birthday campaign can help you bolster engagement with your customers. You can plan and set up a campaign to collect birthdays by asking your customers to sign up on your website, or you can even embed a form on social media sites like Facebook to collect such data. Once you have collected this data, use it to set up an automated campaign through MailChimp or any other application to send out specials to your customers on their birthdays.
11. Retarget Website Visitors
You have invested a lot of effort and money in building a great website and prompting customers to visit your website or app. But are you following up with these visitors?
You may have data on what pages your customers are visiting where they are dropping off, but are you putting this data to use?
Adding a pop- up form to your website nudging customers to subscribe to your newsletter helps you keeping a track of these visitors and once you have the list, you can use it to market to these customers.