How to Get The Most Out of Your Restaurant Email Newsletter
A compelling email newsletter can be a very powerful tool for restaurants. They can inform customers about latest dishes and events and promote a restaurant’s unique personality to differentiate from other restaurants. But how can you ensure that you are creating an effective newsletter?
Vibrant images and calls-to-action
You have a sizeable customer email list and are reaching out to your customers on a regular basis. Now what? How do you ensure that your newsletter stands out from the other newsletters your customers receive on a daily basis? Having a vibrant image and a convincing call-to-action can help give your newsletter that edge!
You can start by including eye-catching photos that will draw their attention. Try including an image of your latest dish. Think of a vibrant color/image as one which stands out from the background and would draw someone’s attention almost immediately. The image should also match either your restaurant or newsletter’s content so it remains relevant and cohesive. An example of such an image is:
Banko Cantina chose this image for the restaurant’s all-you-can-eat tacos on Taco Tuesday special. (Source: Banko Catina)
Once you have picked an image, are your email newsletters actually bringing customers back to your restaurant? Are you engaging your customers with content that leaves them wanting to do something about it? Ensuring that your email newsletter is effective in bringing customers back through an exciting and convincing call-to-action is the next important step in promoting your business.
Start with the most important information. For example, if there’s an upcoming special or event on Tuesday night, state all the details pertaining to it. This should include the date, time, and specials your customer will get from attending. A good subject title would be, “Enjoy $1 tacos this Taco Tuesday!” This title works because it’s personal, direct, and simple. Exactly what a customer wants. You are also being explicit in the benefit your customer will get for going to your restaurant on Tuesday.
Customers want to feel special. Personalized and exclusive offers given to them because they are on your mailing list will make them feel that way. This gives them a feeling of being rewarded while also making it easier for you to track the results of your marketing campaign. It’s a win-win!
Still, some people receive hundreds of emails a day. How do you stand out? There are some general rules of thumb to ensure that your communication doesn’t get lost on its way to a customer.
Start with a click-worthy subject line. Be sure to keep it short, sweet and enticing. You have about 5 seconds to grab their attention, so make it count!
Sometimes a restaurant email newsletter promotes more than just specials, it’s a reminder of how great your restaurant is to customers who haven’t visited in awhile. Spreading the word about an update in your menu or changes to your restaurant’s look will encourage them to come back. You can also highlight positive reviews of your restaurant such as a favorable quote from a recent customer. This reinforces that same feeling amongst other customers, encouraging them to write their own positive review or even just to return to your restaurant. Following these steps ultimately helps in the reputation management of your restaurant.
Lastly, don’t forget to make the newsletter personal. If you have their names, include them. Adding a personal touch to your newsletters will make customers feel special and more inclined to go back to your restaurant.
A great example would be “Happy Hump Day, Alex! Next drink on us.” It’s personal, direct and simple, and your customer is incentivized to click on it.
Using the proper tools
Knowing what to include in a newsletter is only half the battle; doing it on a regular basis is what can really save you time.
Entrepreneur Magazine noted that many companies are seeing open rates on their newsletters as low as 5 percent. However, if you are able to leverage marketing automation with the right tools, you will be left with more time to think about the content of your newsletter and execute it effectively.
An automated marketing platform not only helps you easily build your email marketing database, but it can help create and schedule your emails both simply and automatically. Zenreach is an example of such a platform.
Not only does Zenreach let your customers sign into your portal and receive a customized WiFi experience, it allows them to participate in your restaurant’s special offers and deals.
Still not convinced? Sign up for a free Zenreach trial today and see how a marketing automation platform can grow your business in just 30 days!
Spearhead Multimedia and Zenreach make it easy! Try It Today
The Data Transfer Project is a new team-up between tech giants to let you move your content, contacts, and more across apps. Founded by Facebook, Google, Twitter, and Microsoft, the DTP today revealed its plans for an open source data portability platform any online service can join. While many companies already let you download your information, that’s not very helpful if you can’t easily upload and use it elsewhere — whether you want to evacuate a social network you hate, back up your data somewhere different, or bring your digital identity along when you try a new app. The DTP’s tool isn’t ready for use yet, but the group today laid out a white paper for how it will work.
Creating an industry standard for data portability could force companies to compete on utility instead of being protected by data lock-in that traps users because it’s tough to switch services. The DTP could potentially offer a solution to a major problem with social networks I detailed in April: you can’t find your friends from one app on another. We’ve asked Facebook for details on if and how you’ll be able to transfer your social connections and friends’ contact info which it’s historically hoarded.
From porting playlists in music streaming services to health data from fitness trackers to our reams of photos and videos, the DTP could be a boon for startups. Incumbent tech giants maintain a huge advantage in popularizing new functionality because they instantly interoperate with a user’s existing data rather than making them start from scratch. Even if a social networking startup builds a better location sharing feature, personalized avatar, or payment system, it might be a lot easier to use Facebook’s clone of it because that’s where your profile, friends, and photos live.
If the DTP gains industry-wide momentum and its founding partners cooperate in good faith rather than at some bare minimum level of involvement, it could lower the barrier for people to experiment with new apps. Meanwhile, the tech giants could argue that the government shouldn’t step in to regulate them or break them up because DTP means users are free to choose whichever app best competes for their data and attention.
This is a concise, simple explanation of GDPR brought to you by Syed Balkhi and his Editorial Staff of WordPress experts.
Are you confused by GDPR, and how it will impact your WordPress site? GDPR, short for General Data Protection Regulation, is a European Union law that you have likely heard about. We have received dozens of emails from users asking us to explain GDPR in plain English and share tips on how to make your WordPress site GDPR compliant. In this article, we will explain everything you need to know about GDPR and WordPress (without the complex legal stuff).
Disclaimer: We are not lawyers. Nothing on this website should be considered legal advice.
To help you easily navigate through our ultimate guide to WordPress and GDPR Compliance, we have created a table of content below:
The General Data Protection Regulation (GDPR) is a European Union (EU) law taking effect on May 25, 2018. The goal of GDPR is to give EU citizens control over their personal data and change the data privacy approach of organizations across the world.
Basically after May 25th, 2018, businesses that are not in compliance with GDPR’s requirement can face large fines up to 4% of a company’s annual global revenue OR €20 million (whichever is greater). This is enough reason to cause wide-spread panic among businesses around the world.
This brings us to the big question that you might be thinking about:
Does GDPR apply to my WordPress site?
The answer is YES. It applies to every business, large and small, around the world (not just in the European Union).
If your website has visitors from European Union countries, then this law applies to you.
But don’t panic, this isn’t the end of the world.
While GDPR has the potential to escalate to those high level of fines, it will start with a warning, then a reprimand, then a suspension of data processing, and if you continue to violate the law, then the large fines will hit.
The EU isn’t some evil government that is out to get you. Their goal is to protect consumers, average people like you and me from reckless handling of data / breaches because it’s getting out of control.
The maximum fine part in our opinion is largely to get the attention of large companies like Facebook and Google, so this regulation is NOT ignored. Furthermore, this encourage companies to actually put more emphasis on protecting the rights of people.
Once you understand what is required by GDPR and the spirit of the law, then you will realize that none of this is too crazy. We will also share tools / tips to make your WordPress site GDPR compliant.
What is required under GDPR?
The goal of GDPR is to protect user’s personally identifying information (PII) and hold businesses to a higher standard when it comes to how they collect, store, and use this data.
The personal data includes: name, emails, physical address, IP address, health information, income, etc.
While the GDPR regulation is 200 pages long, here are the most important pillars that you need to know:
Explicit Consent – if you’re collecting personal data from an EU resident, then you must obtain explicit consent that’s specific and unambiguous. In other words, you can’t just send unsolicited emails to people who gave you their business card or filled out your website contact form because they DID NOT opt-in for your marketing newsletter (that’s called SPAM by the way, and you shouldn’t be doing that anyways).
For it to be considered explicit consent, you must require a positive opt-in (i.e no pre-ticked checkbox), contain clear wording (no legalese), and be separate from other terms & conditions.
Rights to Data – you must inform individuals where, why, and how their data is processed / stored. An individual has the right to download their personal data and an individual also has the right to be forgotten meaning they can ask for their data to be deleted.
This will make sure that when you hit Unsubscribe or ask companies to delete your profile, then they actually do that (hmm, go figure). I’m looking at you Zenefits, still waiting for my account to be deleted for 2 years and hoping that you stop sending me spam emails just because I made the mistake of trying out your service.
Breach Notification – organizations must report certain types of data breaches to relevant authorities within 72 hours, unless the breach is considered harmless and poses no risk to individual data. However if a breach is high-risk, then the company MUST also inform individuals who’re impacted right away.
This will hopefully prevent cover-ups like Yahoo that was not revealed until the acquisition.
Data Protection Officers – if you are a public company or process large amounts of personal information, then you must appoint a data protection officer. Again this is not required for small businesses. Consult an attorney if you’re in doubt.
To put it in plain English, GDPR makes sure that businesses can’t go around spamming people by sending emails they didn’t ask for. Businesses can’t sell people’s data without their explicit consent (good luck getting this consent). Businesses have to delete user’s account and unsubscribe them from email lists if the user asks you to do that. Businesses have to report data breaches and overall be better about data protection.
Sounds pretty good, in theory at least.
Ok so now you are probably wondering what do you need to do to make sure that your WordPress site is GDPR compliant.
Well, that really depends on your specific website (more on this later).
Let us start by answering the biggest question that we’ve gotten from users:
Is WordPress GDPR Compliant?
Yes, as of WordPress 4.9.6, the WordPress core software is GDPR compliant. WordPress core team has added several GDPR enhancements to make sure that WordPress is GDPR compliant. It’s important to note that when we talk about WordPress, we’re talking about self-hosted WordPress.org (see the difference: WordPress.com vs WordPress.org).
Having said that, due to the dynamic nature of websites, no single platform, plugin or solution can offer 100% GDPR compliance. The GDPR compliance process will vary based on the type of website you have, what data you store, and how you process data on your site.
Ok, so you might be thinking what does this mean in plain English?
Well, by default WordPress 4.9.6 now comes with the following GDPR enhancement tools:
By default, WordPress used to store the commenters name, email and website as a cookie on the user’s browser. This made it easier for users to leave comments on their favorite blogs because those fields were pre-populated.
Due to GDPR’s consent requirement, WordPress has added the comment consent checkbox. The user can leave a comment without checking this box. All it would mean is that they would have to manually enter their name, email, and website every time they leave a comment.
Data Export and Erase Feature
WordPress offers site owners the ability to comply with GDPR’s data handling requirements and honor user’s request for exporting personal data as well as removal of user’s personal data.
The data handling features can be found under the Tools menu inside WordPress admin.
These three things are enough to make a default WordPress blog GDPR compliant. However, it is very likely that your website has additional features that will also need to be in compliance.
Depending on which WordPress plugins you are using on your website, you would need to act accordingly to make sure that your website is GDPR compliant.
A lot of the best WordPress plugins have already gone ahead and added GDPR enhancement features. Let’s take a look at some of the common areas that you would need to address:
Like most website owners, you’re likely using Google Analytics to get website stats. This means that it is possible that you’re collecting or tracking personal data like IP addresses, user IDs, cookies and other data for behavior profiling. To be GDPR compliant, you need to do one of the following:
Anonymize the data before storage and processing begins
Add an overlay to the site that gives notice of cookies and ask users for consent prior to tracking
Both of these are fairly difficult to do if you’re just pasting Google Analytics code manually on your site. However, if you’re using MonsterInsights, the most popular Google Analytics plugin for WordPress, then you’re in luck.
They have released an EU compliance addon that helps automate the above process. MonsterInsights also has a very good blog post about all you need to know about GDPR and Google Analytics (this is a must read if you’re using Google Analytics on your site).
If you are using a contact form in WordPress, then you may have to add extra transparency measures especially if you’re storing the form entries or using the data for marketing purposes.
Below are the things you might want to consider for making your WordPress forms GDPR compliant:
Get explicit consent from users to store their information.
Get explicit consent from users if you are planning to use their data for marketing purposes (i.e adding them to your email list).
Disable cookies, user-agent, and IP tracking for forms.
Make sure you have a data-processing agreement with your form providers if you are using a SaaS form solution.
Comply with data-deletion requests.
Disable storing all form entries (a bit extreme and not required by GDPR). You probably shouldn’t do this unless you know exactly what you’re doing.
The good part is that if you’re using WordPress plugins like WPForms, Gravity Forms, Ninja Forms, Contact Form 7, etc, then you don’t need a Data Processing Agreement because these plugins DO NOT store your form entries on their site. Your form entries are stored in your WordPress database.
Simply adding a required consent checkbox with clear explanation should be good enough for you to make your WordPress forms GDPR compliant.
WPForms, the contact form plugin we use on WPBeginner, has added several GDPR enhancements to make it easy for you to add a GDPR consent field, disable user cookies, disable user IP collection, and disable entries with a single click.
Email Marketing Opt-in Forms
Similar to contact forms, if you have any email marketing opt-in forms like popups, floating bars, inline-forms, and others, then you need to make sure that you’re collecting explicit consent from users before adding them to your list.
This can be done with either:
Adding a checkbox that user has to click before opt-in
Simply requiring double-opt-in to your email list
Top lead-generation solutions like OptinMonster has added GDPR consent checkboxes and other necessary features to help you make your email opt-in forms compliant. You can read more about the GDPR strategies for marketers on the OptinMonster blog.
OptinMonster – advanced lead generation software that offers clever targeting features to boost conversions while being GDPR compliant.
Shared Counts – instead of loading the default share buttons which add tracking cookies, this plugin load static share buttons while displaying share counts.
We will continue to monitor the plugin ecosystem to see if any other WordPress plugin stands out and offer substantial GDPR compliance features.
Whether you’re ready or not, GDPR will go in effect on May 25, 2018. If your website is not compliant before then, don’t panic. Just continue to work towards compliance and get it done asap.
The likelihood of you getting a fine the day after this rule goes in effect are pretty close to zero because the European Union’s website states that first, you’ll get a warning, then a reprimand and fines are the last step if you fail to comply and knowingly ignore the law.
The EU is not out to get you. They’re doing this to protect user’s data and restore people’s trust in online businesses. As the world goes digital, we need these standards. With the recent data breaches of large companies, it’s important that these standards are adopted globally.
It will be good for all involved. These new rules will help boost consumer confidence and in turn help grow your business.
We hope this article helped you learn about WordPress and GDPR compliance. We will do our best to keep it updated as more information or tools get released.
We are not lawyers. Nothing on this website should be considered legal advice. Due to the dynamic nature of websites, no single plugin or platform can offer 100% legal compliance. When in doubt, it’s best to consult a specialist internet law attorney to determine if you are in compliance with all applicable laws for your jurisdictions and your use cases.
This often means you – the designer or developer – might receive questions like the above. Clients want to know why their site isn’t performing as well as it should.
After all, that’s what they’re paying you for, right?
But what happens when the website is finished to the client’s specs, but it’s still not performing well?
Sometimes the fault for an underperforming website falls back on you, even if it’s not directly included in your scope. That’s why it’s important to be able to identify potential reasons why a website might underperform, and know how to respond in those situations.
Here are a few things that might be hurting your client’s website performance.
“Your Domain Authority Is Too Low”
Appearing on the first page of Google’s Search Engine Results Pages (SERPs) is a common concern for many clients, and it might be one of the reasons they came to you to build their site in the first place.
But according to RankBrain, the most search traffic goes to the first result, with click-through rates (CTR) decreasing significantly after the second position.
Google also reports that 34% of search results – yes, even those on the first page – get no clicks at all, and that 12% of all clicks go to the top 100 search-traffic-receiving domains.
So not only is it important for sites to rank high, but they really need to be number one to see significant traffic from their SEO efforts.
But one of the reasons they most likely won’t see the first page SERPs is due to low page authority. As mentioned, unless you’re in the top 100 domains, you may not rank on Google.
It doesn’t matter if your site is the best designed, most beautifully crafted website in the world. If you don’t have high site (domain) authority – a predictive score dictated by Moz and used by Google to rank results – you won’t rank.
This is doubly true for new websites. New sites usually start with a score of 0-1. For reference, well-established sites, like Facebook and Wikipedia, are close to 100.
If you’re developing or designing a brand new site for a client, and they complain about not showing up in Google, tell them that they need to focus their energy on driving traffic in other ways.
Paid ads, more posted content (on a blog, typically), or social media traffic can all help to improve domain authority.
“You Need More High-Quality Backlinks”
Another reason why a site may not be showing up as high on Google’s SERPs is due to low or poor quality backlinks – links that point back to your website.
According to Andrey Lipattsev, Search Quality Senior Strategist at Google, high-quality content and link building are the two most important signals used by Google to rank your website for search.
In fact, the top ranked pages on Google have an average volume of 100,000+ high-quality backlinks.
High-quality backlinks can be notoriously difficult to get, especially for new sites, because they require other more popular sites (think top 100 domains for best results) to link to your landing pages or content.
The good news is that quality does make up for the lack of volume. A link from a relevant website in your niche, for example, might be worth 100 links from a lower quality source.
So how do you earn high-quality backlinks?
Over time you may naturally gain some links from other websites, especially as your organic traffic grows from regular content production or social traffic. But in order to gain the quality and volume needed to rank, you need to make some effort.
The first step is to focus on providing valuable and high-quality content on your website. This should ideally come from a blog that can be frequently updated, and not just landing pages.
Google looks for fresh content when considering rankings. Former Google Fellow Amit Singhal once explained that, “Different searches have different freshness needs.”
In other words, fresh content is needed for all your desired keywords.
You then need to find ways of sharing your content on other sites in order to create those backlinks.
Try posting content as guest blogs on larger editorial sites, or by linking to it on sites like Quora. You can also syndicate traffic from sites like Facebook and LinkedIn, both of which have domain authority ranks close to 100.
If clients don’t know why their site isn’t performing, you might recommend they try some link-building strategies, like guest blogging on popular editorial sites or asking customers to link to you on their landing pages.
“You Need to Optimize Your Content”
Because content plays a big role in how Google ranks sites – from the freshness of the content to the links it contains and more – it’s important that sites are creating content that can be shared.
In other words, a pretty website is not enough. It has to have more content.
And that content needs to be optimized so Google knows what to do with it. CTR for content on Google’s first page SERPs increases by 667% for posts that appear as Featured Snippets.
Featured Snippets are selected search results that appear on top of Google’s first page in a special box.
If you’re not sure how to get a Snippet, or you don’t yet have the domain authority to get a Snippet, there are other ways you can optimize your content to rank higher.
Posting content that is engaging – keeps people on the page and has a higher number of conversions into another action, like an email subscription (etc.) – can also improve your relationship with Google.
Their algorithm can track how long someone stays on a page, and what other actions they take and whether or not they click on other content from your site.
You can also help your odds by focusing on long tail keywords in your content in order to gain more organic search traffic and improve your odds of appearing in either a Featured Snippet or on the first page SERPs.
If clients want methods for improving their Google search rankings, tell them to produce more high-quality, optimized content.
It’s important to explain to your clients that creating a beautiful website won’t guarantee them a high ranking on Google SERPs.
Even if it’s fully responsive and includes SEO optimization, if it’s a new website, it needs more to be truly successful.
The top strategies they can focus on include an improved domain, adding backlinks and creating optimized content.
You should also remind them that it takes time to build a reputable and high ranking site, and they shouldn’t give up if they don’t see results right away. With a little effort, it will happen for them.
If you have a responsive site that’s relatively new, we can facilitate your site to help you, or us, create rich snippets, send your blog posts to multiple social media outlets and more. Drop us a note and we’ll help you make it happen.