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National Restaurant Association - Make your restaurant e-newsletters more enticing

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Make your restaurant e-newsletters more enticing

So now you have a restaurant customer’s email address. What’s next? When you reach out to each recipient, make every effort to include meaningful, personalized information and promotions. As each new email deploys, give customers solid reasons to keep opening your communications and coming back to your business.

Here are several ways to capture customers’ attention via email:

  • Address customers by name. Include the recipient’s first name in the subject line and in the body of the email. When you store this customer info in your database, enter it exactly as you’d like it to appear in an email so the system call pull directly from relevant fields, creating less of a headache for your marketing team. For example, don’t input customer names in all capital letters. No one wants to be shouted at in their inbox! That type treatment also indicates the recipient is just one of many people you’re contacting, making the interaction less special.
     
  • Customize templates. Create emails that are eye-catching, optimized for mobile and incorporated in your greater marketing plan. Rather than having one or two standard email templates and simply switching up the text, arm your email arsenal with dynamic, image-centric templates and simple messages.

    To build marketing continuity, use those images and messages consistently across your digital properties. If you’re debuting a new seasonal special, promote it with the same high-resolution photos and a brief description in an email blast, on your website, in your social media posts and on the login page for your restaurant’s in-store Wi-Fi. Keep layouts simple, and size images appropriately so they display correctly.
  • Call out customer favorites. Through your POS system, in-store Wi-Fi logins and/or online orders, you likely have an idea of customer ordering patterns. You may even ask customers to share a special personal date, such as their birthday, when they join your loyalty program.

    Acknowledge this information in your email marketing. Consider rewarding customers’ loyalty with a complimentary order of their favorite entrée, appetizer or dessert on their birthday to show your attentiveness and appreciation for their business. Include a photo of his or her most-ordered item to remind them why they love it.
     
  • Ask for feedback. After your customers complete a purchase at your restaurant, email them a short customer satisfaction survey. Reward those who participate with a discount for their next visit. All feedback is good feedback! Read the responses on a routine basis and identify areas for improvement.

This content was provided by National Restaurant Association sponsor Zenreach.

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