kickstart your restaurant's sales in 2015 with email marketing
TRANSCRIPT
Kendra McClanahan
Marketing Manager
Introduction
Today we are going to cover:
• Why email marketing?
• Best practices
• Getting started
• 5 ideas to implement in January
• Open up for Q&A
Overview
1000 people on your list
Why Email Marketing?
20% open – 200 people
Why Email Marketing?
15 take you up on the offer
Why Email Marketing?
Average 3 seats/group
45 extra people in your restaurant
Why Email Marketing?
HUGE ROI
Expected to generate an ROI of $42.08 for every dollar spent
Why Email Marketing?
Top 4 reasons for using email:
• Build a community
• Increase guest loyalty
• Stay top-of-mind
• Stay ahead of your competitors
Why Email Marketing?
91% of consumers check their email daily!
How do you ensure they read your emails?
Why Email Marketing
Key components to success:• Deliverability
• Open Rate
• Click-thru rate
Best Practices
SPAM Compliance
• Opt in
• Relevance
• Required for each message:
• Your physical address
• Opt out link
Best Practices - Deliverability
Can expect a 20-40% open rate.
3 Key Components to Open Rate Success:
• From Address
• Subject Line
• Day & Time
Best Practices – Open Rate
From Address:
• The restaurant name – Bob’s Grill
• A well known employee – Chef Bob Smith
• Avoid – info@, contact@, etc.
Best Practices – Open Rates
Subject Line:
• Keep it enticing:• Tonight only, <insert live band>!
• It’s here! The Christmas Ale Takeover
• Kendra, welcome to our VIP program
• Score Cardinals tickets!
• Avoid: Free, $$
• Also avoid: !!, ALL CAPS
Best Practices – Open Rates
Day & Time:
• Test
• Analyze
• Base it around your schedule
• Data shows:
• Tuesday & Wednesday morning
Best Practices – Open Rates
• Based on the number of opens who click
• Important for events and specials where you want them to take action
• Also for social media engagement
Best Practices – Click Rate
YOU NEED A PLAN!
Getting Started
Getting Started
Game
Game
Game Game
Game
New Years Day
BillikenGame Day Specials
Glazed Donut Announcement
Band & Drink Special Announcement
Soup Month Specials
Hangover Brunch
Game Game
Glazed Donut Day
Martin Luther King Day
BillikenGame Day Specials
Live Music
Soup Month
Band & Drink Special Announcement
Live Music
Wing eating contest – Hot & Spicy Day
Best Practices:
• Match your brand
• Prominent Logo
• Easy to read fonts and colors
• Real images
• Mobile Friendly
Getting Started - Design
Canva – Canva.com
• Lots of predesigned images and templates
• Free, unless it’s a stock image
Eateria – myeateria.com
• Predesigned templates
• Input text and pictures and you’re done!
Design - Resources
Avoid large images:• Can get caught in SPAM
• Might not download when opened
Best practices:• Use an html template w/mix of images & text
• Include 1-2 links or CTAs
Getting Started - Content
Creating a VIP Program:
• Initial offer to get their contact information
• Autoresponders for birthdays and anniversaries
• Exclusive offers for your VIP group
Loyalty Marketing
Idea #1 – Gift Card/BOGO
Idea #2 - Events
Idea #3 – New Year, New You!
Idea #4 - Specials
Idea #5 - Contests
Thank you for attending today’s webinar!
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- Call or email:
- 630-592-8333
Conclusion