Restaurant Email Marketing
Successful restaurant email marketing campaigns are personalized and are triggered by customer behavior. WiFi marketing and presence analytics allow retail and restaurant establishments to grow their customer databases quickly, personalize there customers experiences and trigger email marketing campaigns based upon your customers behavior.
First, use your Bloom Wifi marketing platform to automatically build your customer profile database. Without lifting a finger, you can collect 100,000’s of verified customer emails and profiles a year.
Now that the Bloom platform has automated building your large clean customer subscriber list, you don’t want to lose any of them because you are using generic messaging. So, it is vital that you consider the steps below to help ensure your restaurant email marketing is as effective as possible. Here are some great tips to help you draft the perfect email every time.
Know Your Audience
First and foremost, to write effective email copy for your restaurant email marketing campaign you must be intimately familiar with the audience that is going to receive the email. Today’s consumers expect personalized, targeted messaging. If you don’t know the audience, you have no way of knowing what type of message will pique their interest and compel them to engage.
Fortunately, with the help of Bloom’s WiFi marketing and analytics platform, this is exactly what you’re going to give them. Having detailed presence analytics – behavior patterns, customer profiles including names, emails, demographics, and zip codes give you the ability to begin segmenting your customers into various buyers’ personas. Personas are used by email marketing professionals worldwide to help conceptualize their target audiences and create the ideal target customers for which to create targeted, more personalized email marketing campaigns that are profitable.
When socializing with your customers, take the time to get to know them on a personal level. What locations do they visit? How long is their dwell time when they visit? What are their concerns? What do they like and dislike? Are they a first-time visitor? What gets them excited about your establishment?
This kind of insight cannot always be used and applied to a general, overarching audience. However, speaking one-on-one with your customers allows you to start making useful generalizations that can be applied to your marketing messages for each persona.
Customer Segmentation for Restaurant Email Marketing
Using a WiFi marketing and analytics platform, like Bloom Intelligence, you’ll immediately begin building a huge database of customer profiles. Each profile contain all of the behavior and demographic data collected around each customer. Likewise, you’ll have their contact information.
Bloom gives you the ability to sort and filter your list into various groups. Essentially, you are segmenting the list into individual customer personas.
For instance, you might create a list of customers who only visit during your late night happy hour and stay for at least an hour. Conversely, you can create a list of women over 30 who only visit during lunchtime hours. Using these two simple examples, it is easy to see that entirely different messages would appeal to each persona. Then you can save each list for future marketing campaigns.
Email Marketing Smart Lists and Static Lists
Bloom Intelligence allows users to save their segmented customer lists in two different ways. They can be saved as a smart list, or as a static list.
Smart lists are great for automated marketing campaigns because you can create the list and it updates automatically whenever a customer meets – or no longer meets – the criteria. For instance, if you have a list of customer who have a dwell time of over 1 hour, then anytime a customer finally meets the 1 hour criteria, Bloom will add them to the list. Or, if they fall underneath the 1 hour threshold, they will be removed from the list automatically.
Static lists will never change once they are created. These lists are great for sending one-off emails for a very specific campaign. For example, perhaps you want to target your customers who have only visited once a month over the last 3 months. You could send them an email persuading them to visit more often. You could even include an incentive, such as a free drink or dessert.
Whichever type of list you decide to use, Bloom will track its effectiveness all the way down to a customer walking back through your doors and redeeming an offer if one was included.
Determine Voice and Tone In Restaurant Email Marketing
Brands with a strong and consistent voice stand out from their competitors and create more of a personal connection with their customers. This doesn’t only apply to restaurant email marketing. Whenever a customer engages with your company, they should be spoken to in your established brand voice, whether it is on social media, in an email, or your marketing materials.
The trick is to find a common theme throughout the customer personas you have identified. Then make sure the voice you decide to move forward with can speak to all of your personas effectively.
Here are some tips from Entrepreneur.com:
- Personify your brand. Think of your brand as an actual person. What would this person look and sound like? Is he or she young, old, serious, or funny?
- Brainstorm adjectives. Ask your team to think of three adjectives to describe your brand and culture, and use those as a jumping off point for the voice.
- Go where your audience is. Search online to see where your target audiences spend time, and examine how they talk to each other.
- Choose your ideal spokesperson. Select a celebrity you think would best represent your company and examine why you chose them. For instance, if you choose an esteemed actor, you may desire to sound distinguished. If you chose a comedian, you may want to be your customers’ funny friend.
- Read it aloud. When you’ve written some content, read it out loud to yourself or to an audience. Then, if any part sounds awkward, the voice isn’t right for your brand.
Once you’ve determined a brand voice, be consistent across all customer communication, especially restaurant email marketing messages. As a result, your customers will recognize you immediately and become more comfortable with your company.
No matter the voice you decide to use, you should speak in that voice with a conversational tone. You want to make sure your email sounds like it was written by a real person, with personality and a human touch.
Writing conversationally doesn’t mean to write like you talk. It means to write so that it doesn’t sound like writing.
- Use words that your customers use
- Inject your brand’s personality
- Try to engage them with questions
- Make it a two-way conversation
- Keep sentences short
- Do not write for your high-school English teacher
It’s not about sticking to English grammar, it’s about sending a message which communicates ideas with clarity and personality. In today’s world, consumers are generally looking for a reason to delete your email, not to open it. Above all, a consistent and friendly message can help you get that email opened every time.
Personalize Your Message
According to Experian, personalized emails deliver a whopping 6x higher transaction rate. And a DemandGen study showed that 53% of marketers say ongoing, personalized communication with existing customers can result in a significant revenue impact.
One of the easiest and most effective ways of personalizing your restaurant email marketing messages is to configure and implement triggered campaigns based on the customer’s behavior. The Bloom WiFi analytics and marketing platform allows you to do this.
For instance, you can set a trigger to email an individual customer when they:
- Leave your establishment
- Are at-risk of churning
- Reach a loyalty milestone
- Leave a poor restaurant customer review or customer rating
- Reach the anniversary of their first visit
By sending an email when a specific behavior is observed, and then providing a conversational tone in your company voice, the customer will feel an immediate personal connection with your brand. Additionally, the same can be said of sending the same type of message to a focused segment of your list.
Also, use “you” as opposed to “we” and “I” when writing your copy. This makes the customer feel more like you are talking directly to them.
Email opens on mobile devices accounted for 46% of all email opens, followed by webmail opens at 35%, and desktop opens at 18%, according to a study by Litmus entitled, “Email Client Market Share Trends” (Jun 2018). Moreover, it is expected that mobile email opens will only increase over time.
Because of this, it is important that your emails are optimized for mobile devices. If possible, use a responsive email template. This means that the email content will adjust to “fit” on a smaller mobile screen.
You should also use smaller file sizes for your images. This will decrease the load time of the images, allowing for a much better user experience. At the same time, you should increase the size of your font, links and call-to-action buttons.
When ready to send, make sure to send a test email to make sure it appears well on desktops, laptops, tablets and smart phones.
Proofing and Editing
The worst feeling for an restaurant email marketer is to send an email and later realize there was a glaring copy mistake. Even the best writers make mistakes. Most writers will tell you that you shouldn’t proofread your own work. It is simply too easy to overlook a typo or grammar error when you already know what the sentence is going to convey.
You should always have your emails proofread and edited by at least one other person. Just grab a team member or two and ask them to quickly read your email and provide feedback.
Monitor, Test, and Continuously Improve Your Restaurant Email Marketing
Never send an email or set up a triggered campaign and then forget about it. For the best results, you should be consistently monitoring the performance of your email campaigns to recognize areas of possible improvement. Once you have your baseline statistics for open rates, click-through rates and unsubscribes, you can begin testing different variations of your emails to see if your variation performs better than the original (A/B split testing).
If the original gives you better rates than the variation, stop using the variation and try something different. However, if the variation provides better rates than the original, then keep the variation and continue with another test. As an example, some possible tests could be changing an image, changing a button color, changing the subject line or changing the overall tone of the email.
Whatever you decide to test, it’s important to remember that you should only test one change at a time. If you make several changes and see a difference in your statistics, you won’t know exactly what it was that made the difference. In other words, always test one variable at a time.
Start with Reliable Analytics
Any restaurant email marketing campaign should be built around solid, reliable, comprehensive data. This data can be tough to acquire for brick-and-mortar establishments without a quality WiFi analytics and marketing platform, like Bloom Intelligence.
Bloom can give you the analytics you need to properly segment your customer base, develop accurate customer personas, and to track the profitability of your email marketing strategy. Then, you can use the automated marketing tools to quickly and easily set up the triggered marketing campaigns that give customers a more personal connection to your brand. Or you can create segments of your customer database and send one-off or scheduled/recurring emails with messages, offers, or surveys based upon your customers behavior.
Best of all, Bloom allows you to monitor each individual email you send out, giving you not only ROI on every campaign, but detailed statistics for testing and optimization.
A No-Brainer For Anyone
“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price. In addition, we’re able to communicate our new product promotions by using the landing page as a digital billboard. A “no-brainer” for anyone working with limited Marketing $$.”
~ Bob Cross, Vice President of Operations
Atlanta Bread Company