Your restaurant email marketing list = your best customers:
I don’t know about you, I love to join restaurant email marketing lists! And I always open the emails in my inbox that come from restaurants – From the mouth-watering photos to the enticing offer, I can’t wait to see what’s happening next at my favorite eateries.
And I’m not the only one – people sign up to get email from the restaurants where they’ve had a great time. Or they’ll sign up for a place that they want to check out in the future. Restaurants who engage their current and potential customers with email marketing are building their loyal and future advocates.
Having a strategy to nurture your loyal customers through restaurant email marketing is one of the smartest moves you can make as a restaurateur. When someone gives you their email address, they are saying “Yes, I want to hear from you!” You’ve been given permission to email them – now use it to your advantage.
An email list of 100 customers is so much more valuable than 1000 followers on Facebook or Instagram. You have control of your email strategy. Facebook has control of who sees your posts, and with their ever-changing algorithms, it is impossible to outsmart this giant. But you CAN harness the power of Facebook.
How your restaurant email marketing strategy works:
How do you entice someone to join your list? Offer them an item of value for free. This is your Magnet – The more people you entice to come in, the more people will become your regulars. Give them value up front to bring them in and turn them into your loyal advocates.
Not sure what to offer? What can you afford to give away to bring that customer back into your establishment? A free drink? A free dessert? A shared appetizer? You’ll be surprised how many people are attracted to exchange their email address for a freebie! And make this easy on yourself – determine your magnet, based on low cost with high ROI, and you determine the rules of redemption. You may have to experiment to find your best magnet, but once you do, it will work for you for a long time.
For example: Offering a free shared appetizer (of your choice) is a great magnet. It will bring that customer in, along with one or more of their friends, and they are likely to spend more… each getting drinks and more food items. You’ve just gotten a great ROI for a small cost!
3 easy steps:
- The customer signs up for the magnet by joining your email list
- When they sign up on your website or Facebook page, that email address goes directly into your email program
- The email program triggers a response to the customer who signs up
You create what this email looks like – A thank you and how to redeem the offer, with a mouthwatering image and your rules or “fine print.”
A couple of tips:
- You get to set the rules on this freebie. For example, you might say “Available Sunday – Thursday”, “free order of fries with purchase of any sandwich”, “expires on 11/15/18”, “limit one per table”
- Will some people try to abuse this offer? Yes, but don’t get too hung up on this because…
- The majority of people who sign up will forget all about the coupon, never redeeming it. Can you relate? It’s simply the way the universe works.
Quick Action Step:
Click this link to get the free Magnet Planner and list 5 possible magnets that could work for your restaurant – Low cost, High potential ROI. Then click here for 6.5 easy ways to build your customer list.