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National Restaurant Association - 4 tips to make your restaurant’s emails stand out in 2018

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4 tips to make your restaurant’s emails stand out in 2018

The new year presents a fresh opportunity to refine your restaurant’s email marketing and turn those emails into restaurant sales. Give your guests compelling reasons to pay attention so your emails don’t get lost in their inboxes.  

Kickstart your email marketing reboot with these tips:

  • Get personal. Personalized emails, such as birthday and anniversary emails, experience as much as a 70 percent increase in open rates compared to emails that are not personalized, according to Fishbowl’s email marketing database. Send each customer an offer that is likely to appeal to them. For example, if you know from a customer’s purchase history that he or she always orders dessert, perhaps include a free dessert offer in that birthday email, complete with an eye-catching dessert image.

    Also track promotion redemption codes, eClub preference data and more, so you can mold your marketing accordingly.
  • Nod to holidays and local celebrations. Your customers are just as busy as you, so only send them timely, useful content. If a holiday is coming up, express how your restaurant will be celebrating. This could include food or drink LTOs, private event opportunities and special discounts. If the local sports team is playing in a big game or your restaurant is participating in a philanthropic event, include time and date information and why your restaurant cares. Keep your brand voice clear in all communications.
  • Go mobile. According to the National Restaurant Association’s 2016 Restaurant Technology Survey, 83 percent of restaurants that have websites report that their site is mobile-friendly. If your email marketing is not mobile-friendly, you are missing out on a huge customer digital experience opportunity. Ensure that any digital ordering interfaces that your email marketing directs to are mobile-friendly. Eliminate any digital friction from your marketing ecosystem.
  • Never stop learning. Don’t guess when it comes to email marketing effectiveness. This year, prioritize A/B testing, and analyze e-newsletter data pertaining to deployment times and dates, proximity to holiday, and subject-line content and length to develop well-planned and thought-out email marketing plans. What worked in 2017? Improve upon that this year.

This content was provided by National Restaurant Association sponsor Fishbowl

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