It doesn’t take many Google searches to find out that the ROI (return on investment) of email marketing is an average of $44 for every $1 spent. It is 40 times more effective than social media marketing and at least three times more effective than every other marketing channel.
There are OVER 1 MILLION RESTAURANT LOCATIONS in the United States. As a restaurateur or restaurant operator, the competition to gain the attention of consumers in your local market is fierce.
Email marketing is a super cost-effective way to reach, engage and grow customer loyalty for your restaurant.
This guide will offer actionable steps on growing your customer lists, getting to know what your audience loves about your brand and best practices for your customer journeys (also known as marketing automation), A/B testing, send time and campaign content creation and more!
US consumers love to eat out. Each generation and each US State spends differently on food away from home which includes eating at restaurants, coffeeshops, craft breweries, bars, cafes, quick service retail or take-out. Here's how you can use email marketing to attract your audience to dine and drink at your restaurant.
Email is not dead. Internet users who use email to access information, offers and content remain above 90% with the 25-44 age group leading email usage at 93.6%. This right here is a solid proof point to consider email marketing as the foundation for your restaurant marketing.
Growing your brand is not just about capturing personal information and growing an email subscriber list. It is about getting to know a consumer’s preference and tailoring their experience when engaging with your brand.
There are a number of paths to entice a consumer to share their personal information with your brand. When you ask for something, it is always good practice to remind your audience how information is going to be used and how often.
As you observed from this short-list, there are different ways to grow your subscriber list. Each list source offers a variety of relevant information about your customer. The more a brand gets to know a customer, the more personal and targeted each message can be.
Personalization is essential for a successful restaurant email marketing program. Your customers expect to see a level of personalization in your communications, the products you offer and at the storefront level.
Before choosing an email marketing platform here are some questions you may want to ask with regards to how it handles subscriber lists and list performance.
We treat each subscriber with a level of personalization based on the data associated with a consumer profile. This means that consumer information acquired at the Point-Of-Purchase has the richest data. Depending on the rules of your POS system, the data captured can include recent purchase information from products, store location or channel, frequency, the total purchase and more!
In addition to Point-of-Purchase data, WiFi marketing is a good secondary source of information should a customer not provide their information at the point-of-purchase level.
Maintaining a high-performing subscriber list is a multiple step process. Here are a few best practices we recommend:
Every customer engagement platform and email marketing platform will offer different levels of customer journey toolset. At GoGoGuest we recognize the importance of this toolset, hence every package we offer comes with a customer journey.
What is a customer journey? The principle has been around more than 20 years and was developed as part of the Eurostar Development in the UK. It is relatively new to the world of brand and customer engagement. Previously, it was referred to as marketing automation toolsets.
A customer journey is the experience that a customer has in each milestone of the customer lifecycle through customer loyalty. It takes into account every interaction across devices and touch points. A few examples of these touch points include your storefront, Point-of-Purchase (POS system or eCommerce), online menu and ordering, third-party applications or your website.
Many brands and businesses use a form of automation, but fail to consistently connect the relevant data points and fail to gather deep analytics. This gap leads to a disconnected customer experience.
Is a customer journey the same as customer experience? Not quite.
Testing is a big part of what we do here at GoGoGuest. We like to try a few different approaches to delivering product and a user experience to determine the best path forward.
The same principle is built-into how we recommend brands and businesses to create and send their campaigns. This is why A/B testing is baked our campaign creation and sending workflow. Why is A/B Testing important?
In today’s world, technology has lifted many barriers. Consumers can be in different places at the same time. Understanding the best time a customer is likely to open a campaign from their favorite brand or business helps improve the performance of your campaign.
Measuring the performance of your email marketing campaigns leads to discovering new opportunities. Better campaign ideas and targeted content. Restaurant email marketing in particular has a number of key insights to consider:
Don’t take our word for it. We encourage you to dive in and dig deeper. Have you read The Email Marketing Playbook? Produced by the GoGoGuest team, it offers actionable next steps and best practices on how to implement email marketing programs that are highly engaging and drive sales.
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A collection of useful resources, guides, customer success stories and product updates from the GoGoGuest Team.
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