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National Restaurant Association - Tactics to build your email list

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Tactics to build your email list

Permission-based email marketing requires consumers to opt in to receive your marketing message. That’s pretty powerful. You know that a consumer wants to receive marketing from you. Rather than hoping someone sees your print ad in the local magazine or newspaper, you know your consumer will see your message. Whether you’re making an online reservation, setting up a social media account or writing an online review, the core constant is that you must provide an email address to participate.

Here are ways to build your email marketing database:

  • Focus on in-store marketing. Fishbowl's data shows that more than half of a restaurant’s email database is captured inside the restaurant. Use smart in-store enrollment tactics and educate your staff on the importance of capturing guests’ email addresses. This isn’t just sidework for your team; it’s an investment in a restaurant’s growth. The more email names you have, the more frequently guests return. This equals more business for the restaurant and all its employees.
  • Build your following online. Make it easy to find your Facebook and Twitter pages. Offer incentives and promotions to gain “likes” and “followers.” These people become prime candidates for enrolling in your email marketing list. Set goals and track results. Aim for 500 likes in the first 90 days, for example, or 2,000 new likes in the first year. Remember: The more people in your immediate networks, the more loyalty you can build with those guests.
  • Take advantage of other solutions. Don’t forget to integrate list-building from solutions like online ordering or reservation services like OpenTable. Guests can provide email address via those solutions and opt in to receive marketing messaging from you. The goal is to funnel all guest data from all of your sources into one clean, easy-to-access email marketing database.

Once you have this database, how can you engage your guests to encourage them to visit more often? We cover that here.

This content was provided by Fishbowl.

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