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Why Is Email Marketing Bigger Than Facebook?

Did you know that email marketing has a huge reach? Far bigger and wider than Facebook.  Social media sites like Facebook have 2.45 billion monthly active users, as of the third quarter of 2019. Facebook is the biggest social network worldwide ( Statista ), yet email marketing has a much higher reach with an upward of over 4 billion users (Statista)

As a comparison, social media platforms like Facebook, Instagram and YouTube require that a user provides a valid email address to send notifications, authentication and more. This makes sense, knowing that their users rely heavily on their inbox to drive traffic back to their sites?

Actionable Email Marketing For Quick Service Brands

Posting on Instagram, Facebook or TikTok is not enough to sell coffee, beer, fries and burgers. Email marketing is an essential strategy to convert likes into orders.

Edley’s BBQ is the home of Nashville style barbeque. Over the last decade, the Nashville market has proven to be a recognized contender in the barbeque market and fans from all over the country are flocking around Nashville for its music and smoked meats.

When we were first engaged by the Edley’s team, the main objective was focused on customer acquisition across its store locations in middle Tennessee. By installing GoGoGuest WiFi marketing in each location, the Edley’s BBQ marketing team gained access and ownership to first party data. By capturing data from their guest WiFi, this means that Edley’s BBQ owns the customer experience across all its channels.

Here are the key benefits of email marketing strategy for local brands:

  • GoGoGuest WiFi marketing installation in each storefront comes with premium email marketing tools which made it super easy for the Edley’s team to create and send automated email marketing messages driven by customer behavior.
  • Customer segmentation that are rules based made it super easy to organize content for each customer group and cohort.
  • Triggered emails or marketing automations focused on food and beverage pairings lifts awareness and conversion from campaign to ordering channel by 80%.
  • Email marketing is an essential strategy for Edley’s BBQ to remain relevant in their local market by driving online orders in the beginning of the COVID-19 pandemic and beyond. 
For every $1 spend on email marketing campaign, you potentially gain $38 in sales.

Access and ownership of first-party data

When working with the GoGoGuest team, you’ll learn pretty quickly how we love data. We are passionate about understanding and bridging the data gaps a business has when understanding their most profitable engagement and ordering channels. 

Here are the key benefits of first-party data for your email marketing strategy:

  • Eliminate the guesswork. There is no reason why purchase and historical data could be tied to how, what and when you communicate with the different customer groups that you attract as a brand.
  • Aggregate, organize and understand ALL your data. We mean ALL – POS, WiFi, online ordering, eCommerce and other third-party apps.
  • Profitable engagement by ordering channel. Allocate resources that are spent according to your best performing ordering channel.

“Understanding real-life engagement and connecting with our customers online and in their inbox were our biggest customer engagement gaps. We're smarter mall operators thanks to GoGoGuest."

Mark Harvey, Creative Manager, Edley's BBQ Tweet

Listen to your data and discover insights

Now that you’ve aggregated your first party data from across different systems, what do you do? To implement your email marketing strategy, you’ll learn some basic insights about your customer cohorts with demographic data and real purchase data from all your ordering channels. 

Here are the key benefits of a data-driven email marketing strategy:   

  • Personalization to improve customer interactions. Customers care about the little things when it comes to personalization. Being able to personalize when we reach out, what we say and how we deliver is powerful.
  • Email marketing for all our digital and ordering channels.  It does not matter if we’re selling in-store or for online ordering, Edley’s uses one email marketing platform to communicate and engage their customers.
  • Tailor one campaign across customer groups with content specific for each customer segment.
  • Listen to your data and iterate.

"Email marketers are sending 27% more emails than they then did pre-coronavirus."

See what is possible.

Talk to sales.

Start your email marketing program

Getting started is not easy, specially when you’ve been told that email marketing is no longer relevant. Contrary to the ‘hear-say” email marketing remains even more important than any other channel for brands of all sizes.

Starting small, then working your way up to bigger email marketing goals is always a good idea.

What is next: Here is where GoGoGuest comes in as a source for email marketing for your brand or business.

  • Aggregate all your customer data in one place from across your digital and ordering channels.
  • Organize your customers by segments or cohorts
  • User your data to drive personalized email marketing smart automations and campaigns.
  • Create and send automated email campaigns driven by behavior.
  • Glean insights to improve your next email marketing campaigns.
Video Attention Covers-Where Restaurant Brands Grow

Next Steps

Don’t take our word for it. We encourage you to dive in and dig deeper. Have you read The Customer Email Marketing Playbook? Produced by the GoGoGuest team, it offers actionable next steps and best practices on how to implement an email marketing strategy and program that drives awareness to growing customer loyalty that drive value.

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