Sell more with email marketing. Whether you’re opening a restaurant, a specialty coffee shop a craft brewery or taproom, a hospitality brand or a retail brand, email marketing is an essential part of your growth marketing quiver.
In fact, email generates $38 for every $1 spent, which is an astounding 3,800% ROI, making it one of the most effective marketing channels for any type of business.
This guide will cover email marketing tips including how to keep your subscriber list active and engaged, the importance of smart segmentations, designing customer journeys and automations and how to choose the best email templates for your brand.
One of the main concerns that we often hear from marketers and business owners when it comes to email marketing is list growth and performance. A highly engaged subscriber list translates into 40x more sales compared to Facebook. There is more to it than bombarding your list with your sales pitch. Let us show you how.
The key principle is all about building awareness and desire for your target customer profile to willingly provide your business with personal information like an email address or zip code.
The common email sign-up allure tactics are a newsletter sign-up discount code on a (this is popular among DTC brands), a raffle to a concert (like Coachella) is a move big brands and there is guest WiFi (common among food service businesses).
Let’s not forget that Cloud POS systems are collecting email addresses or phone numbers by offering consumers with digital receipts and loyalty sign-ups.
Depending on the cloud POS system, subscribers can be shared across multiple stores within your market. For example, if a merchant two blocks from your location, happens to use the same Cloud POS, chances are that merchant is sending offers to subscribers who are also on your list.
We love our POS partners, though we’re not a big fan of POS email marketing. We touched more on that topic in “Is POS eMail Marketing Effective?”
Taking full control of your customer experience starts with growing and fully owning your subscriber list across every customer touch point – your website, reservations system, booking system, POS, WiFi, eCommerce and Third-Party applications (delivery apps, social media).
Capturing email addresses from different customer touch points is not fun! Downloading, organizing and tagging lists before uploading it your ESP (Email Service Provider) is so time consuming!
So you have all your subscribers in one place. Now what?
Smart segmentations is a powerful tool that you should know how to use well. Smart segmentations are key to understanding the different customer personas or customer groups in your giant list of subscribers. Here is an example:
With smart segmentations, you are able to identify the subscriber’s opt-in point and more! Is it someone who is just getting to know your brand? Or is it someone who is already a customer?
In the case of the taproom, the owner and marketer are able to identify guests who love craft beer only or those who love both craft beer and sake. Smart segmentation play a big role in helping you personalize your message, customer by customer.
Now that you know more about the different customer groups in your subscriber list, it is time to design your customer journeys.
What the heck is a customer journey, anyway?
Designing data-rich customer journeys and marketing automations make a big difference in your subscriber list performance and engagement.
Customer journeys and automations are an easy way to win customers back, increase the frequency of visit and purchase!
There is always something new to learn with every email campaign. The A/B testing tool is built-in to every GoGoGuest account.
A/B testing automatically selects the message and visual creative preferred by your subscribers. Marketers and business owners can test their campaign by:
The best email templates showcase your brand and your story. So how should you pick your brand’s email template?
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 personalized and deliver high-ROI.
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