The Palm’s team is entirely dedicated to treating their guests like family, serving great food, always exceeding expectations, and they’ve been doing it that way since 1926. But this restaurant enterprise nearing a century old is using new technologies in email marketing to keep their guests coming back time and time again.
Using email to amplify traditional marketing
“The Palm is such a historic brand that email is relatively new, in terms of our timeline - though we’ve been doing it for years. It allows us to get the word out about things that would have been just marketed within our four walls historically, which can only do so much when you have a guest base the size of ours. Email is really important and it takes us to the next level,” said Marketing Manager, Sarah Matista.
The key to nailing that communication? Relevant and timely email content. "Making sure people are getting the right message at the right time, and not being overloaded,” explained Sarah.
Since switching to Emma, The Palm has had great success rounding out their promotional emails with more valuable and personalized information and content.
Utilizing Professional Services to go further
The Palm relies on Emma’s Professional Services team for email strategy recommendations. “I’m currently working with Emily—Emma Professional Services Specialist & Copywriter—on the best ways to segment our audience. We’ve seen our open rates improve through Emily’s direction on re-engagement tactics,” detailed Sarah.
Professional Services are especially valuable to organizations that don’t have a huge marketing team — services can be an ongoing program or just as a once off.
“Given the complexity of our email organization, I don’t know if we could have been as successful as we have without the Professional Services team,” mused Sarah. The Palm utilizes ongoing franchisee training, strategic guidance, and email design creation.
Why did The Palm Restaurant choose Emma?
Their previous platform was difficult for restaurant managers to use. Users were intimidated by the technology, and became disengaged. The inability to control brand elements was a big factor. “Emma is really visually user-friendly and intuitive,” said Sarah.
The Palm has over 20 locations so ease of use ranks high on the list when choosing a new email marketing company.
The Palm has seen their overall open rate increase by 7% with their welcome campaign reaching 68% open rate and 35% click rate.
What the future looks like:
The Palm’s 837 Club, one of the restaurant world’s oldest loyalty programs, offers exclusive benefits like beverage features, rewards, and one-of-a-kind experiences. Sarah wants to implement individualized email marketing to the members so they can more effectively communicate these benefits and keep members engaged, adding considerable value to their VIP customers.