<\/span><\/h2>\nAs your list of email subscribers grows, so will the number of ways you may segment it. The term “segmenting” refers to separating your contacts into smaller groups based on specific criteria (such as location, previous purchases, loyalty program membership, and so on).<\/p>\n
The purpose of this is to allow you to write emails that appeal to a certain set of tastes or actions rather than attempting to build one message that appeals to everyone.<\/p>\n
For example, if you utilize the TouchBistro Loyalty & Marketing integration, you may create tailored offers based on your loyalty program members’ habits and actions.<\/p>\n
This can range from sending a message about a new burger to everyone who has bought burgers in the past, or providing a unique discount code to those who haven’t visited your restaurant in 30 days.<\/p>\n
Subscribers are more likely to do what you want them to do when your offer is tailored to their interests.<\/p>\n
<\/span>4. Design and Write Your Emails<\/strong><\/span><\/h2>\nThe process of setting up your email campaigns, while technical, provides you the opportunity to let your creativity flourish when it comes to creating and composing emails.<\/p>\n
<\/span>Designing Your Email<\/strong><\/span><\/h3>\nAre your design abilities a little outdated? That’s not an issue. Most solutions come with stunning, pre-built templates that take care of much of the design process for you if you’re utilizing an ESP.<\/p>\n
Let’s say you want to replace the basic rectangular format with a more modern layout. Once you’ve chosen a pre-built template, customizing it may often as simple as drag-and-drop builder.<\/p>\n
When customizing your email template, keep the following in mind:<\/p>\n
\n- Consistent branding:\u00a0<\/strong>Ensure that all colors, typefaces, photography, and other design elements are consistent with the rest of your restaurant’s branding.<\/li>\n
- A logical and simple layout:\u00a0<\/strong>Your subject lines should flow naturally from one to the next, with your finest material highlighted first. Aim for no more than three content blocks in each email to keep your reader from being overwhelmed.<\/li>\n
- High-quality images:\u00a0<\/strong>The photos and logos you select should be of excellent quality, not blurry or pixelated.<\/li>\n
- Optimize for mobile:\u00a0<\/strong>People like to open emails on their phones, so ensure the email template you choose is compatible with cellphones, computers, and other devices.<\/li>\n<\/ul>\n
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This email from Anchovy Social in Washington, DC is an excellent illustration of a design that checks all the boxes.<\/p>\n
The information in the email flows logically, the colors and font are consistent with the restaurant’s logo, and high-quality images are utilized throughout.<\/p>\n
<\/span>Writing Your Emails<\/strong><\/span><\/h3>\nAfter finalizing your design, the next step is to start writing. When filling out your restaurant emails, keep these six elements in mind:<\/p>\n
\n- The Subject Line:\u00a0<\/strong>The subject line is the first thing your subscribers notice and has a significant impact on whether or not they open your message. Because most people read emails on their smartphones and Gmail, a subject line length of approximately 41 characters is ideal.<\/li>\n
- Preheader Text:\u00a0<\/strong>The preheader text appears immediately after your subject line and provides them with additional information about the email’s contents. The length of your preheader text should be between 40 and 130 characters long.<\/li>\n
- Headlines:<\/strong>\u00a0Headlines provide readers with context for your email’s content right away. To encourage people to read the rest of the message, keep your headlines concise and basic.<\/li>\n
- The Body:\u00a0<\/strong>Use your message’s body to educate and inform your contacts. Keep things brief and avoid putting the reader through too much text.<\/li>\n
- Call to Action (CTA) Buttons:<\/strong>\u00a0A call-to-action (CTA) button is a message that encourages the user to perform an action, such as “Learn More” or “Place Your Order Now.”<\/li>\n
- The Footer:\u00a0<\/strong>At the end of every email, include your contact information so that your subscribers know how to get in touch with you. Most ESPs make this simple by providing a footer that automatically includes this information at the bottom of each message you send.<\/li>\n<\/ul>\n
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Despite the fact that it may appear to be easy, this Union Square Hospitality Group email perfectly expresses its message to subscribers using clever headlines, text, and CTA buttons.<\/p>\n
<\/span>5. Automate Your Emails<\/strong><\/span><\/h2>\nIn addition to sending normal customer emails, setting up automated campaigns is an essential element of restaurant email marketing.<\/p>\n
Automated emails are automated emails that your ESP sends to your subscribers on a regular basis or in reaction to specific events.<\/p>\n
In the context of restaurant email marketing, there are two main types of automated email campaigns to consider:<\/p>\n
\n- Lifecycle Campaigns:\u00a0<\/strong>These are emails that have been prepared specifically for your guests based on their unique traits and sent throughout the customer’s lifecycle. An email hitting on the customer’s birthday or the anniversary of their first purchase, for example.<\/li>\n
- Trigger Campaigns:\u00a0<\/strong>These are emails sent in response to certain actions. You may, for example, send a welcome email to everyone who signs up for your restaurant’s email list.<\/li>\n<\/ul>\n
Most ESPs enable you to create both of these types of automated campaigns, so you can simply set it up and forget about it.<\/p>\n
<\/span>6. Analyze the Results<\/strong><\/span><\/h2>\nThe ultimate stage is to examine the results of your emails after you’ve officially launched them so you can see what’s effective and what’s not.<\/p>\n
The most effective approach to evaluate your emails is to monitor key performance indicators, which are metrics that assess the success of different aspects of your email marketing program.<\/p>\n
Most ESPs make it easy to track the following KPIs:<\/p>\n
\n- Delivery Rate:\u00a0<\/strong>This is the proportion of emails you send that are delivered to inboxes. This figure may be lowered if you use incorrect email addresses or email filters, which can cause your messages to bounce.<\/li>\n
- Open Rate:\u00a0<\/strong>The percentage of people who open your email.<\/li>\n
- Click Rate:\u00a0<\/strong>The percentage of people who click on something in your email.<\/li>\n
- Unsubscribe Rate:\u00a0<\/strong>The percentage of people who unsubscribe from your email list.<\/li>\n<\/ul>\n
To give you a sense of what numbers to shoot for, Mailchimp’s research found that the typical open rate with restaurant emails was 19.77 percent, the average click rate was 1.34 percent, and the average unsubscribe rate was 0.28 percent.<\/p>\n
<\/span>Email Marketing Ideas for Your Restaurant<\/strong><\/span><\/h2>\nYou’re probably wondering what to send in your own emails now that we’ve covered the technical side of email marketing for restaurants.<\/p>\n
To help you get started, we’ve compiled a list of popular restaurant email marketing suggestions.<\/p>\n
<\/span>1. Newsletters<\/strong><\/span><\/h2>\nA restaurant newsletter is one of the most frequent emails you can send. This is an email that includes your restaurant’s most recent news or developments, as well as stimulating material such as blog entries, employee anecdotes, recipes, and more.<\/p>\n
The frequency and form of your restaurant’s newsletters may vary (i.e. weekly, monthly, quarterly)<\/p>\n
<\/span>2. Welcome Emails<\/strong><\/span><\/h2>\nYou should send a welcome email to new sign-ups for your loyalty program, or any other program you provide.<\/p>\n
A welcome email notifies subscribers that they’ve signed up for your newsletter, and it gives you a chance to make a good first impression by introducing your company or even giving out a special discount.<\/p>\n
In the Bruegger’s Bagels newsletter welcome email, for example, subscribers receive a coupon for a free bagel with cream cheese.<\/p>\n
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