How often do you check your emails? Once a day? Twice? Everytime you look at your phone? In today’s digital world, your customers refresh their inbox 24/7- providing you with a consistent and personalised way to communicate and connect with them. Yet email marketing is still frequently seen as the poor relation in today’s world of social media, despite its ability to improve brand recall and affinity, and subsequently increase conversions.
However it is becoming more difficult for restaurants to reach customers through digital channels; changes in algorithms means that social media isn’t as straight forward as it used to be. Although, that’s not to say that social media is going anywhere soon, and certainly shouldn’t be overlooked when it comes to your marketing strategy. But when was the last time you reached out to your existing customer base? If you’re not doing it every month at the least, you risk your space in a customers mind. This may sound like an exaggeration, but with the amount of noise and distraction on the web, and not just from your competitors- customer attention has become a valuable commodity and unless you keep in touch with your previous diners, there’s a good chance that they won’t return.
Following the introduction of the EU’S General Data Protection Regulations (GDPR) in 2018, email marketing has seen, somewhat of a renaissance. This is due to the majority of recipients now only being sent emails that they have opted-in to receive. Email marketing has defied its critics in continuing to provide an array of benefits to restaurants, from building trust, credibility and loyal relationships with your customers.
When it comes to creating an effective digital marketing strategy in the restaurant industry, email marketing really is the next piece of the puzzle to put in place, second only to a website. Whether it’s potential or repeat customers, it provides a direct channel to them, allowing you to create personalised communications that augment other efforts to maximise your marketing results and return on investment.
Gone are the days of blanket, mass emails. They are no longer effective and mostly land in a spam folder. Data must now inform each campaign to ensure it’s reaching the right audience, with the right content at the right time of the day.
That means developing an email marketing strategy, establishing and developing methods of data collection, ensuring your campaigns are GDPR compliant, that content is personalised, succinct and relevant, that there are specific call to actions, and that visually, they are on brand and responsive across devices.
A complete campaign management solution- we take care of your email campaigns to ensure they deliver value to your audience and deliver reservations, and a measurable ROI for you.
We develop new and curate existing content to help promote your restaurant and events, and encourage customers to click through and convert.
Every email campaign will be sent using an optimised email template, ensuring your campaign looks great and is responsive across all devices.
We can add GDPR compliant email capture forms to your website and Facebook page, or work with you to build lists and establish segments within your database from your online reservation system.
We maintain and clean your email list to ensure that it continues to deliver the best value to you, and allows you to re-engage with, or eliminate old contacts.
Ensuring that recipients open emails is somewhat of an art and requires testing to get the highest open rates, we use optimised subject lines to get you the best results.