Everything You Need To Know About Email Marketing

Jessica

You’re starting a new business. Permits are approved, construction is underway and an opening day is set. What’s next? Growing your customer list and getting the word out. Why use Email Marketing?

WiFi Marketing is the fastest  channel to grow your customer list and gain permission from your customers using email marketing.

From Wall Street’s Top Influencer and growth marketer, Neil Patel, “Email marketing has 3x as many user accounts than Facebook and Twitter combined and it allows you to communicate anything from new products to a change in store hour, events and tastings.”

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Is Email Relevant?

Email is the most personal and business communication medium.

Customers give up their email address, because they want you to email them. It is a communication medium that allows you to to make repeated contact with your customer. 89 percent of adults check their email daily, email marketing is an effective way to reach everyone.

Email marketing combined with WiFi marketing is a gold mine of information about your customers. WiFi data and email marketing data combined, gives you the ability to understand in-store and online insights to craft effective messaging and content based on data that matters. Best of all, it helps you with your ad re-targeting on Facebook, Google or other digital ad placement.

Remember, to do email marketing well, you need to communicate in a timely, concise and relevant manner with each segment of your audience. List segmentation and automation is your best friend when reaching specific customers.

What You Need To Know Before You Get Started

There are two main categories of email: transactional and marketing. Both types of email can be triggered automatically.

  • Transactional emails are triggered after a customer makes a purchase. You can also use transactional emails to win back customers if they abandoned their subscription shopping cart online.
  • Marketing emails can be sent in two ways: general campaigns or triggered customer journeys.  List segmentation and customer journey automation influence the performance of your marketing emails. According to HubSpot, the industry open rate is 40% and 5% for the hospitality, food service and retail industry. For example, you might send a welcome email after a customer signs up for guest WiFi service. A few days after, you could also send a marketing email to join a club for coffee, beer or wine.
  • Get to know your customers based on the data and insights they’ve shared with you  — then think about the type of email messages that you’d like to send them.
  • But before you send anything — familiarize yourself with the FTC’s spam laws.

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10 Tips For Creating A Successful Email Marketing Program

Now that you have an idea of the types of emails to send, it’s time to create your email marketing program. Here are some tried and tested tips.

  1. Segment your lists. You shouldn’t send an email to everyone on your list. Overtime your all customers list will include everyone from a first time customer, your regulars to lapsed customers. To maintain a high performance on your emails, the content you send them should be tailored to their preferences and interaction with your business. Pay close attention to list segmentation.
  2. Personalize your content. Personalized email increases clickthrough rates by 14 percent, and improves conversions by 10 percent.
  3. Send time matters.  Optimize your send time. Plan sending campaigns at least 24-hours ahead of your intent inbox delivery date. Send time optimization will maintain your email performance.
  4. Use a short subject line. When it comes to a subject line, the shorter, the better — ideally 50 characters or fewer. An analysis of over 40 million emails showed that subject lines with three or four words generated the most responses.
  5. Keep the content snappy. Avoid sending lengthy emails. Grab your recipient’s attention with creative imagery and meaningful content. Let them know why you reached out. Is it because of a product they love? An event they attended in the past?
  6. Make templates for your email. A template is a set HTML file that you can use to create beautiful email, again and again. Get creative and experiment – you should regularly test your templates and refresh them every few months.
  7. Create customer journey automations. Customer journey automations are triggered when a customer meets a criteria that you set. A few high-performing automations include a welcome email after a customer’s first visit, request for feedback and send rewards based on frequency and purchase order value.
  8. Optimize for mobile. Eighty-six percent of people read email on their mobile phone. Ensure the email marketing program you use optimizes for mobile.
  9. Test your content. Before sending a campaign, make sure to A/B test for creative, content, deliverability, spam and performance. Testing helps ensure you reach your goal.
  10. Campaign insights.  Compare the performance of your customer journey automations and campaigns. This is important to help ensure continued improvement on conversion rates. Your email marketing program should include analytics so you can measure what messages are working  with each customer segment.

With your GoGoGuest account, all these cool email tools are included.

How Often Should You Email?

When customers sign up for your email list, they want to hear from you, so you should be sending email at regular intervals. But it is up to you to determine how often you’ll send your messages. Start out by testing a few times and days with different segments on your list. Use your campaign insights tools to measure which campaigns perform the best with each segment.

Measure Insights Customer By Customer

A complete picture of your customer insights will make it possible for growth and marketing teams to program campaigns that are hyper-targeted to each customer’s preference based on data associations. Data associations should not be limited to a purchase. Other insights that drive engagement include: how much time did they spend in-store, did they visit your online store, what products or services did they like, what is their email client, device and more. Get a complete picture of your customers with GoGoGuest PRISM

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Related Articles:

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