Every marketing idea or promotion will in most cases be accompanied with budgets and a considerable amount of time investments. Restaurants understand the importance of marketing for the purposes of growth and email marketing is one of the effective methods which don’t have a lot of administrative costs and doesn’t require a lot of time once you build the email list.
The beauty of using email marketing for restaurants is that it gives you the power to control your marketing message, address the clients directly and target the people who have been visiting or are likely to visit your restaurant.
Building Your Restaurant’s Email Database
The best categories of people to target with your email marketing are your existing clients, your restaurant website visitors and the people who live and work close to your restaurant. It is highly recommended that you use your internal database to create an email list for your target clients. Such a list will be effective and more responsive than using generic lists or lists purchased from other sources.
The other good sources for building restaurant email list include unpaid and paid searches, contacts from your social media pages, opt in from your blogs and restaurant website, clients who respond to traditional advertising and also from restaurant reservation lists.
Writing Effective Restaurant Emails
Once you have created a good list of emails for your customers and potential clients, it is now time to put it in use for the benefit of your restaurant. There are a number of objectives you can achieve with such emails and they include publicizing your restaurant menus, offering important dietary information, promoting websites sales, giving information about upcoming holidays and the specialties you have in store for your patrons, happy hours, sending tips from your chef, offering incentives etc.
While writing such emails, it is important not to bombard your list with emails all day long lest you be perceived as a spammer. You also need to section your lists so that you send the emails selectively while considering factors like past performance so that you generate the highest possible ROI.
It is also important to send personalized messages with compelling subject lines to your lists. Always be relevant and have some form of engagement in the email such as having a call to action. For instance, you can call up on the subscribers to clink particular links for more information, remind them of important future events or simply offer them a useful download.
Best Times to Send the Emails
The time you send the emails is crucial and will determine the open rates. For best results, it’s recommended that you send the emails on Thursdays when most people will be having the weekend in mind. The best times of the day are early morning, noon time and at around 4pm when people are likely to have less engagements and may have time to look into their inboxes.
Email Service Providers for Restaurants
There are a number of companies who provide email services suitable for a restaurant business. Most of them are reliable but you need to do due diligence before settling on any to ensure that they offer all the features you need for effective email marketing. Some of the providers include Bridg, MailChimp, Vertical Response, Constant Contact, and Fishbowl.
Email marketing is a great way to have direct access to your present and potential clients without spending a lot of money. You can use it to create a positive image which will ultimately lead to repeat business and the growth of your restaurant. The good news is that it can be used in tandem with other advertising methods for better results.