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National Restaurant Association - Perfect the timing of your restaurant’s e-newsletter marketing

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Perfect the timing of your restaurant’s e-newsletter marketing

Timing can be a critical component to effective restaurant marketing. Even when guests aren’t in your restaurant, you want to remind them of all the delicious reasons to do business with you.

Planning your restaurant’s marketing messages well in advance of the moment you’d like to share those info nuggets makes e-newsletter marketing less stressful for your marketing team and creates a more seamless experience for your recipients. Remember these tips in mind when plotting out your restaurant email strategy:

  • Keep communication meaningful. What does your restaurant have that others don’t? What was the inspiration behind your best-selling menu items? What awesome promotions, themed events or new amenities should your customers take advantage of? Get personal with your restaurant storytelling, and keep in mind that visual elements can really boost the appeal of your digital content.
  • Find digital tools that work for your restaurant’s needs. Automated email platforms can help you deliver the message you would to share to right customer at the most relevant time. For example, if a new customer signs up for your e-newsletters when they log into your in-store Wi-Fi, you could then email them a buy-one, get-one offer right after they’ve successfully completed that login process.
  • Set up frequency-based messages. For your first email communication, you may want to thank customers for stopping by and offer an incentive for returning. If they don’t return for 30 days, you could send them a “We miss you” message with a discount code or a note about a cool, new offering. Or if your restaurant has a themed night, like a sports viewing party every Tuesday, you can send out specials every week a couple days before the event occurs.
  • Analyze. Look at the backend of your email platform and pinpoint successes. Who’s opening your emails consistently? Did a particular subject line pull in substantially more opens than others? Did a “We miss you” message have more opens at 30 or 60 days after a customer’s last visit?
  • Make dialogue easy. Asking guests for feedback doesn’t have to mean asking them to email you paragraphs about their experience. Within your e-newsletter, you can provide instant ratings in the form of icons like stars, and request that customers rate their dining experience by selecting five stars for a great experience, three stars for a mediocre experience, or one star for a poor experience. If their experience was four or five stars, you can direct them to your restaurant’s page on Yelp, TripAdvisor, Facebook, or Google so they can leave a review there.

This content was provided by National Restaurant Association sponsor Zenreach.

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