Marketing Secret Other Restaurant Owners Don’t Want You to Know

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Only 18% of restaurant owners and managers take advantage of email for promoting their business. Not only is email marketing effective but it is one of the most reasonable investments you’ll ever make.

According to Vogel Marketing, every $1 spent on email marketing generates a $38 return on investment. What other marketing methods boast an ROI that high?

Additionally, most small- and medium-sized retailers in the US, cite email marketing as tops when it comes to both customer acquisition and retention.

Email marketing allows you to reach a wide demographic where they already are – on their phones. Over 50% of emails are opened via mobile or smartphone. With the right promotion and content, restaurants are targeting potential diners with a significant increase to the bottom line.

And contrary to what you might think, customers want to hear from you, as one study found that 86% of consumers want to receive promotional emails from brands they’re interested in on a monthly basis. And 60% of consumers say that email marketing influences them to make a purchase.

Here’s how other restaurant owners are using email marketing to increase sales:

1. Subscriber Source:

The majority of email subscribers come from a variety of promotional sources. Most likely, through social media, word of mouth, or from customers who visit your establishment. It’s important to always get the word out that you have an email list for patrons to receive promotions. Just make sure you deliver the goods and don’t leave all those eager customers hanging.

2. List Size

The typical email list size consists of less than 500 subscribers. This is great news for small to medium-size businesses. Don’t be disappointed if your email list doesn’t grow into the thousands on the first, second or third go-around. You’re better off focusing on content of value rather than the numbers.

3. Content Type

When someone signs up to receive communication from you they expect to get something of value from you like a discount or a freebie. However, a great tip, a recipe, or a little known secret ingredient can also hold significant value to your patrons. Over half of emails sent contain something of value; informational or promotional.

4. Frequency

A majority of restaurants send emails monthly and 35% send them out more frequently. We recommend sending emails once a month at a minimum but not to exceed more than once a week. The last thing you want to happen is for email recipients to send your email to the spam folder.

5. Segmentation

Unfortunately, only 1 in ten restaurant owners use segments with their email lists. Segmentation is dividing your list (subscribers) into certain characteristics like interest, age, or location. Targeting specific markets allow you to be more specific in your marketing campaigns resulting in even higher ROI. For those that segment, 51% of marketing influencers say that it is the most effective email marketing strategy.

Summary

So why are only 90% of restaurant owners not segmenting their emails? Most are not familiar with the technology enough to segment effectively.

This is where my team has excelled. By segmenting and utilizing the techniques listed above we are seeing open rates average 19-20% (all-industry standard averages 15.75%).

We take the stress of coming up with content and remember to schedule emails. We create eye-catching emails with creative copy and work with you to enhance your in-house promotions.

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