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!
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