Today’s restaurant marketers find themselves caught in a balancing act. Their leadership teams constantly want to adopt every new technology that becomes available, enamored with the marketing channel du jour. Use email this month. Oh wait, social’s big now. Social reach is dead! Use an app! At the same time, they have operated at razor-thin margins, maintain a strict budget, and prove steady growth. Given the circumstances, how can they possibly do their jobs effectively?
The answer is email. One of the best ways to continually generate ROI when facing evolving technology and consumer preferences is to develop a solid email marketing program. While it isn’t the newest or shiniest option in the market, it integrates remarkably well with other channels, and it’s proven itself to be the workhorse of the hospitality industry. In fact, according to our 2018 Industry Survey, while 60% of restaurant marketers spend 10% or less of their time on email marketing, 42% find it to be their most effective marketing channel, and 30% plan to increase spending this year.
of restaurant marketers spend 10% or less of their time on email marketing.(Emma)
find it to be their most effective marketing channel.(Emma)
plan to increase spending this year.(Emma)
In this guide, we’ll walk through how some of the industry’s largest restaurants and franchisors are tapping into the power of email to differentiate their brand, engage with guests, and increase average spend per customer.
The restaurant industry is notoriously competitive, with new dining options popping up seemingly every day. When trying to win over fickle guests, anything you can do to deliberately differentiate your brand can make a massive impact on revenue, foot traffic, and long-term customer loyalty.
of consumers say personalization plays a role in their purchase decisions.(Infosys)
of people trust online reviews as much as personal recommendations for dining decisions.(Bright Local)
Email marketing is easily the most personal channel available to marketers. Unlike broadcast methods, the people you’re reaching have explicitly requested to hear from you by inviting you into their inbox. Respect that relationship by using the data you have about them—from demographic information to behavioral data—to send personalized, relevant messaging.
At its core, email marketing is all about building relationships. If you want to keep guests around for the long haul, it’s crucial that you find ways to connect with them on a personal level that goes beyond the transaction.
Did you know that emotionally-connected customers…
Here are a few ways restaurants can begin to drive that sort of emotional connection through email.
Existing customers are one of the largest untapped resources in marketing today. On average, 80% of a business’s revenue comes from 20% of their customer base. So how can you effectively increase the lifetime value of that crucial audience segment?
All-in-one platforms in the restaurant space tend to over-promise and under-deliver. Rather than mastering email, they try (and fail) to do everything, leading to a clunky, complicated platform operators aren’t able to fully utilize or understand.
At Emma, we do things differently. With our…
...we have everything you and your operators need to send beautiful email campaigns that drive traffic and increase revenue.
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