Next-Level Email Marketing
Finding the Right Email Service Agency
Great Food. Check
Wonderful Ambience. Check
Amazing Service. Check
Good Flow of New Customers. Double Check
…Now what?
First of all, give yourself a big pat on the back for reaching these vital milestones in your restaurant’s development. But don’t rest on your laurels yet, now is the time to prepare for your long-term customer frequency programs.
No, this area of marketing is not as sexy as, say, television appearances or star-studded grand opening parties, but strong promotions aimed at increasing customer repeat visits can increase sales by 12% annually.
The most widely accepted solution for customer frequency programs is email marketing, because of its quick and cost-efficient delivery. The email subscription process allows customers to opt-in, or give permission, creating a perfect platform for distributing information.
“Yeah, right. Who would actually sign up for an email list?” you ask. Well my doubting friend, just ask your competitor down the road who currently has an email list 5,000 strong. The redemptions to their bi-monthly email promotions account for at least 15% of total sales.
Some adventurous restaurants experiment with handling their email campaigns in-house. There are many do-it-yourself online services that are inexpensive and quite easy to use. Software packages can also be purchased that offer a wide range of customizable features. Either of these options requires the user to write and design their own messages, as well as type in all new subscriber data.
The next level of email marketing involves outsourcing your email campaigns. Who should you trust for this important responsibility? The answer is a very definitive “It depends.”
Budget and level of service are the main factors that differentiate email marketing agencies. Programs in the higher cost range usually involve customized design and delivery options. Inexpensive services may offer design templates and standard delivery options, but would rely on the restaurant to write the promotional content. There are only a handful of companies specializing in email marketing that serve restaurants exclusively.
When choosing an email marketing agency, all agencies that you consider should at least satisfy these important criteria:
- Reporting – The performance of each email message can be tracked and reported, providing information such as number of emails opened and number of clicks. Ask each agency how and when reports are provided.
- Reliability - The email system must have a SPAM-free record to dependably transmit messages through secured networks. Ask for a history of any server outages or system-wide failures.
- Ethics - The agency’s delivery system and staff must protect the privacy of your subscriber database, as well as the databases of all their clients. Reputable email agencies will never sell email lists.
Once you’ve narrowed the field to just the agencies that fulfill the required conditions, list any other must-have’s such as price and marketing expertise. Don’t be afraid to ask for samples of creative design or even to see design prototypes before making your final selection.
After choosing your email service provider, work together to outline a campaign designed to strengthen your restaurant’s brand and achieve your marketing objectives. With a strong plan in place, your agency and, in turn, your email marketing campaign is sure to succeed.
Glynn Galvante Selesnick is the Founder of Table by the Window, a restaurant marketing company that specializes in affordable, effective and easy email marketing for restaurants. An MBA and Certified eMarketing Professional with over 10 years of experience in marketing, Glynn has developed successful marketing campaigns for independent and local group restaurants throughout the West Coast. The Table by the Window team is devoted to providing a top-notch level of service and creating campaigns with high Return on Investment for all their clients.
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