As of 2019, 87% of marketers have used email marketing in some form to push their content to the audience. To ensure a continuous inflow of customers to your restaurant, you will need more than a good business idea and execution. You will also need to market yourself for customers to know you exist.
Marketers use emails abundantly to market their products or services. Email marketing is much more than that – it is a constant process of keeping your customers informed and engaged.
In this article, we will take a look at fifteen email marketing strategies for restaurants to up their engagement game.
Before you explore a myriad of email marketing strategies, you will need a fruitful email list. It is imperative for you to generate new and potential customers to ensure you have enough to fiddle with and explore.
There are several ways to build an email list – you can run promotions pushing people to subscribe or promise meaningful newsletters to entice people to subscribe. Restaurants often encourage people to subscribe to their list when they make reservations or when they come by looking for answers to specific questions.
Building up a sizable list will help impart awareness and push potential leads to convert into valuable customers.
Personalisation is one of the key strategies employed by digital marketers. The average email rate lingers in the lower 20% category.
Employing a personalisation strategy, i.e., with better subject lines, improves open rates by 50%.
Basic personalisation involves customised subject lines and a greeting message, including the recipient’s name, when you send out an email. But today’s personalisation can be tailored to provides suggestions specific to a category of customers.
It also includes sending birthday emails to your target list to ensure they feel connected to the brand and its endeavours.
Subject lines are one of the most crucial aspects which decide the fate of your email marketing. If your target group doesn’t find it interesting, they are unlikely to tap on the mail to read any further.
There isn’t a winning formula here. What may work for someone else may not work for you. The best way to find what works best for your customers is through A/B testing, so ensure that your subject lines are tested. However, you can try this tip if you are in the restaurant industry: Consider posing questions as subject lines; a strategy that has worked for other restauranters in the past.
Content is key to good marketing. For restaurants, meaningful content can be sharing insights about a recipe’s birth, chef tips, lists of ingredients they use, hygiene maintenance, and other similar insights. It doesn’t always have to be about selling their services.
Emails about cutting certain vegetables may have higher open rates than a promotional one, which is not surprising. Many marketers often share insider previews, such as a tour of the restaurant’s kitchen or the head chef’s interview. These work wonders in keeping up engagement levels.
When we enter a restaurant, we are often greeted with a reservation ledger requesting you enter your details. It can be one of the key ways to grow your email marketing list.
Marketers also utilise it for people who reserve tables online. It allows them to pitch them with some special offers or newsletters. Not only that, you can also throw in some extras throughout the month to make them feel special and push them to make a purchase.
When visitors visit your restaurant’s website for the first time, wouldn’t it be nice if there was a way to make sure they come back?
Retargeting visitors is a great way to capitalise on your advertising base. Its not as difficult as you think to get your customers get into the habit of visiting your page on a regular basis. You can request for them to allow pop-up notifications or push forms to ensure a high engagement rate.
One of the most common ways marketers find engagement is by conducting quizzes, giveaways, and other promotional activities. Reward your customers by offering them deals for meals or providing them with value added selections that will keep them coming back for more.
By now, you must know that acquiring new customers is costlier than trying to retain existing ones. If you’d like to improve customer retention, you will first need an mailing list.
Most restaurant chains prefer rolling out loyalty programs to keep customers engrossed and ensure they come back regularly. Use it in conjunction with an email marketing list to introduce periodical specials (discount, dish, or other perquisites), and you will see people gradually converting to a loyal customer base.
Follow-up strategies can be useful for both offline and online customers, but works best with the latter. Contacting your customers who ordered online from your restaurant and collecting genuine feedback about your services is a good start
Once customers have provided you with their feedback, request for them to be a part of your mailing list and set up an auto-responder to keep them engaged. Such segmentation gives you a leeway to explore and rapidly grow your email list.
Social engagements are a crucial part of every digital marketing campaign. Expressing gratitude to your customers, publishing attractive infographics, sharing your know-how about ingredients, and other similar tactics can help you excel at email marketing and up your engagement game. You can also push new products and services exclusively to your mailing list first to create a hype.
Pop-ups, if not used correctly, can be a nuisance. These can deter people from visiting your website. But if you partner with an able email marketing software, it is easier to create meaningful pop-ups in sync with your website design and slogan.
These can also entail visitors to discounts or other opportunities by subscribing to your mailing list and playing a game. Given its sensitive nature, you must have a clear Close option and keep it user-friendly.
A referral campaign is enticing not only for the restaurant but also for the user. You get to grow your mailing list without going the extra mile while users are incentivised for referring someone to you. while
We celebrate special occasions by going to dine in a restaurant you love. This is a great opportunity for you to cash in by providing customers an option to include special dates through email forms, allowing you to send them reminders and promotions to bring them through your doors for that occasion.
Holidays are special occasions too. Don’t forget them when you plan to send automated email offers to your loved customers.