Kickstart Your Restaurant's Sales in 2015 with Email Marketing
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Kendra McClanahan presents on email marketing best practices for restaurants. She covers why email marketing is effective for building community, loyalty and awareness. Key metrics for success include deliverability, open and click-through rates. Best practices include opt-in compliance, relevant content, and testing subject lines and send times. She provides ideas for content in January, such as VIP programs, events, contests and specials. The presentation concludes with resources for email design and a promotional offer.
Kickstart Your Restaurant's Sales in 2015 with Email Marketing
- 3. Today we are going to cover: • Why email marketing? • Best practices • Getting started • 5 ideas to implement in January • Open up for Q&A Overview
- 4. 1000 people on your list Why Email Marketing?
- 5. 20% open – 200 people Why Email Marketing?
- 6. 15 take you up on the offer Why Email Marketing?
- 7. Average 3 seats/group 45 extra people in your restaurant Why Email Marketing?
- 8. HUGE ROI Expected to generate an ROI of $42.08 for every dollar spent Why Email Marketing?
- 9. Top 4 reasons for using email: • Build a community • Increase guest loyalty • Stay top-of-mind • Stay ahead of your competitors Why Email Marketing?
- 10. 91% of consumers check their email daily! How do you ensure they read your emails? Why Email Marketing
- 11. Key components to success: • Deliverability • Open Rate • Click-thru rate Best Practices
- 12. SPAM Compliance • Opt in • Relevance • Required for each message: • Your physical address • Opt out link Best Practices - Deliverability
- 13. Can expect a 20-40% open rate. 3 Key Components to Open Rate Success: • From Address • Subject Line • Day & Time Best Practices – Open Rate
- 14. From Address: • The restaurant name – Bob’s Grill • A well known employee – Chef Bob Smith • Avoid – info@, contact@, etc. Best Practices – Open Rates
- 15. Subject Line: • Keep it enticing: • Tonight only, <insert live band>! • It’s here! The Christmas Ale Takeover • Kendra, welcome to our VIP program • Score Cardinals tickets! • Avoid: Free, $$ • Also avoid: !!, ALL CAPS Best Practices – Open Rates
- 16. Day & Time: • Test • Analyze • Base it around your schedule • Data shows: • Tuesday & Wednesday morning Best Practices – Open Rates
- 17. • Based on the number of opens who click • Important for events and specials where you want them to take action • Also for social media engagement Best Practices – Click Rate
- 18. YOU NEED A PLAN! Getting Started
- 19. Getting Started Game Game Game Game Game New Years Day Billiken Game Day Specials Glazed Donut Announcement Band & Drink Special Announcement Soup Month Specials Hangover Brunch Game Game Glazed Donut Day Martin Luther King Day Billiken Game Day Specials Live Music Soup Month Band & Drink Special Announcement Live Music Wing eating contest – Hot & Spicy Day
- 20. Best Practices: • Match your brand • Prominent Logo • Easy to read fonts and colors • Real images • Mobile Friendly Getting Started - Design
- 21. Canva – Canva.com • Lots of predesigned images and templates • Free, unless it’s a stock image Eateria – myeateria.com • Predesigned templates • Input text and pictures and you’re done! Design - Resources
- 22. Avoid large images: • Can get caught in SPAM • Might not download when opened Best practices: • Use an html template w/mix of images & text • Include 1-2 links or CTAs Getting Started - Content
- 23. Creating a VIP Program: • Initial offer to get their contact information • Autoresponders for birthdays and anniversaries • Exclusive offers for your VIP group Loyalty Marketing
- 25. Idea #1 – Gift Card/BOGO
- 26. Idea #2 - Events
- 27. Idea #3 – New Year, New You!
- 28. Idea #4 - Specials
- 29. Idea #5 - Contests
- 30. eateria 2015 Food Holiday Guide bit.ly/2015food
- 31. Thank you for attending today’s webinar! WEBINAR SPECIAL 1 Month of eateria’s services for $1.99 Login at myeateria.com Promo Code: Eat199 Today’s Webinar Special!
- 33. - Check out our blog: eateria.org/blog - Follow us on twitter: @myeateria - Attend future webinars! - Call or email: - 630-592-8333 - kendra@myeateria.com Conclusion