PromoMail and NewsMail
What does the cost include?
What does the one-time set up fee include?
What is the difference between the PromoMail and NewsMail services?
How do we create a promotional offer?
How do I know what content to put in the emails?
How do we build our list?
How do customers sign up?
Can I use an existing email list?
Do people really sign up for these lists?
Who owns my subscriber list?
How can I make sure these emails aren’t SPAM?
Can customers opt out at any time?
Can the customer choose what types of information they want to receive?
How often will a typical customer receive an email?
What happens if a customer replies to an email? Will anyone receive the reply?
When can I expect to see results?
Will I have any way to track the success of my investment?
How much time will this require of me?
Will I see the messages before they go out?
How do you receive the information about our events/specials?
How do I train my staff to explain the email list to customers and encourage signups?
Can I still use my business card bowl?
Can I add a customer satisfaction survey to my email service?
Do you do birthday/anniversary/special occasion emails?
What if I want to change my email design?
Do you offer more than email marketing?
Do you store past email messages?
What is your cancellation policy?
What does the cost include?
What does the one-time set up fee include?
What is the difference between the PromoMail and NewsMail services?
The one-time $200 set up fee includes:
- One half-hour marketing consultation to develop and schedule promotional offers
- 200 printed sign up slips
- PDF electronic file and photo-ready hard copy for printing additional sign up slips
- 10 postage paid return envelopes
- (Optional) One 8x10 counter-top sign (unframed foam core with tab stand) to promote email list subscriptions.
*Set up fee will be waived for 6 months advanced payment of monthly fees.
PromoMail service includes:
- Up to two email design templates
- $199 for any additional restaurant location using its own unique promotional campaign
- Sign up slip standard design with addition of restaurant logo
- HTML code for adding a sign-up box to restaurant website
- Up to 2 unique email messages per month
- List segmentation options (ex: email by zip code)
- Web link on Table by the Window website
- Monthly Table by the Window newsletter
- (Optional) Table by the Window email address (ex: myname@tablebythewindow.com)
- Member rate for additional consulting services
NewsMail service includes:
- Email messages are newsletter format and include articles as well as promotions. Click for article topics.
- Up to 3 email design templates
- $269 for any additional restaurant location using its own unique newsletter campaign
- Customized sign up slip design
- HTML code for adding a sign-up box to restaurant website
- Up to 4 unique email messages per month
- List segmentation options (ex: email by zip code)
- Web link on Table by the Window website
- One article in monthly Table by the Window newsletter features client restaurant
- (Optional) Table by the Window email address (ex: myname@tablebythewindow.com)
- Member rate for additional consulting services
StarterMail service is for new or established restaurants that are starting an email campaign for the first time. With a 3 month term, the service helps achieve aggressive growth of the customer database to reach a goal number. Includes:
- Two email designs:
- Welcome letter with return incentive
- Birthday and/or anniversary emails sent on the customer's special occasion date
- $49 for any additional restaurant location using its own unique promotional campaign
- Sign up slip standard design with addition of restaurant logo, first 200 printed forms FREE
- Up to 500 subscribers
- Optional Table by the Window email address (ex: myname@tablebythewindow.com)
- Optional service at additional cost: HTML code for adding a sign-up box to restaurant website
- Member rate for additional consulting services
How do we create a promotional offer?
Your personally-assigned Client Services Representative will assist you in developing your promotional offers with the following considerations:
- Your restaurant’s current sales activity
- Your future goals
- Type of customers
- Promotions you currently do or have done in the past
- Unique traits of your restaurant
- Your menu
- Your competition
The type of promotion you run may affect the overall cost of your email marketing. For example, if you give away a free dessert for every new email subscription, your promotion cost increases. A Table by the Window Marketing Specialist will suggest terms that keep the costs manageable. For example, offer free desserts with the purchase of at least one entrée item.
Some of the best promotions may involve your vendors or other business partners. Table by the Window can help you develop and coordinate these promotions. See additional consulting services.
How do I know what content to put in the emails?
PROMOMAIL:
See How do we create a promotional offer regarding promotional content.
If you choose to list timely events, such as concerts or daily specials, you will be responsible for providing the information to us three business days prior to the message send date.
NEWSMAIL:
If you are interested in NewsMail, our email newsletter service, your emails will contain BOTH promotions and articles. Your personally-assigned Marketing Specialist will assist you in developing your scheduled list of promotions and articles. See How do we create a promotional offer for promotional content. To develop your article topics, he/she will take the following into consideration:
- Your restaurant’s mix of products and services
- Unique traits of your restaurant and staff
- Type of customers
- Your menu
Articles may include:
- Food and restaurant-related topics that interest your customer
- News regarding your restaurant (ex: new location, new wine list)
- Feature articles regarding your services (ex: catering, site rental)
- Feature articles regarding your staff (ex: Chef’s background, Server of the month)
- Other topics as determined by your Marketing Specialist
Please note, with the NewsMail service, you do not need to write the articles yourself. Table by the Window's creative and talented staff will write your articles for you.
How do we build our list?
How do customers sign up?
There are two ways to gather email subscriptions:
- Sign up slips – These are pre-printed paper forms that you present or make available to customers at your restaurant. Sign up slips are perfect check stuffers or can be placed at your front counter. Table by the Window provides your first 200 sign up slips along with a PDF electronic file and a photo-ready hard copy for your future printing. Each time you collect 35-50 slips, you can mail us the completed slips to add the information to your database. Table by the Window provides 10 postage paid return envelopes at no charge.
- Online sign up – The online sign up box is the easiest way to collect email addresses. For an example, click http://www.tablebythewindow.com/ to see our company’s newsletter signup box. Enter your email address in the box to see how other information is collected. Once you begin service with Table by the Window, we will contact your web administrator to add a customer sign up box on your restaurant website.
If your restaurant does not currently have a website, we can refer you to website providers according to your budget. Note: You can still conduct a successful email campaign without a website, but you miss opportunities for the customer to access more information (i.e. menus, directions) about your restaurant.
Can I use an existing email list?
Yes, as long as your list of email addresses were collected from your customers by your restaurant. Table by the Window can accept lists directly from Microsoft Outlook or in the following electronic file formats: Excel (.xls) and Comma Separated Value (.csv) and Text (.txt), with one email address per line. Table by the Window accepts hard copy lists of up to 100 email addresses. Call 800.846.5816 for a data entry quote if your hard copy list exceeds 100 email addresses.
In order ensure you are not perceived as a SPAMmer, we ask that your list satisfy the following criteria: (Call 800.846.5816 for more information about our "No SPAM" policy.)
- Permission based - recipients have explicitly asked to receive communications from you or you have a relationship with the recipient
- List is NOT a purchased list of email addresses from ANY source no matter what that source claims
- List does NOT contain distribution lists or mailing lists, i.e. email addresses that mail to more than one email address
- List does NOT contain captured email addresses obtained by surfing the Internet or "scraping" web pages
Do people really sign up for these lists?
Yes. Customers will subscribe to email lists when they:
- Desire more information about your restaurant’s promotions and activities
- Want the incentive (ex: free dessert, event invitations)
- Find the content interesting
- Have been asked (See FAQ re training servers.)
- Feel they are getting special treatment
You own your list of subscribers. New subscriber reports will be emailed to you weekly and your complete subscription list can be emailed to you upon request. Lists can be provided in the following electronic file formats: Excel (.xls) and Comma Separated Value (.csv) and Text (.txt)
How can I make sure these emails aren’t SPAM?
SPAM is defined as unsolicited email. It is illegal and carries federal penalties of fines or imprisonment. SPAMmers use large lists that have been compiled without a pre-existing business relationship.
Because the sources of SPAM can be identified and blocked by large servers, Table by the Window will not send SPAM of any kind for the protection of all our clients. We ensure that our online sign up process is based on informed consent, gaining subscribers’ expressed permission and confirmation. In addition, every email includes a mandatory unsubscribe link. For more information on Table by the Window’s strict permission-based policy, or for help determining whether your list satisfies all anti-SPAM criteria, please call our New Accounts department at 800.846.5816 x103.
Can customers opt out at any time?
Yes. Your email messages will always contain an Unsubscribe link that provides customers with an easy, 1-step process for “opting-out” of the list.
Can the customer choose what types of information they want to receive?
Yes. Having varied topics allows you to see what interests your customer, and it gives them the benefit of having choices. For example, let's say your restaurant offers catering and a wine club, you can allow your customers to choose which or both of the types of email messages to receive.
How often will a typical customer receive an email?
The frequency of your emails depends on the type of message you send. If your email messages contain specials or weekly events schedules, you may want to schedule daily or weekly emails. For promotional and newsletter style emails, our experience tells us that customers typically prefer emails no more than twice per month.
A March 2007 report of Table by the Window subscribers showed the following:
- The average active subscriber had been signed up for 1.5 years.
- Of the active subscriptions, 14% of subscribers signed up in the first year of the service and never unsubscribed (periods of up to 4 years).
- Customers who were inactive typically unsubscribed after 1.1 years.
What happens if a customer replies to an email? Will anyone receive the reply?
The email messages sent to your customer will be from an email address that you assign. For example, you decide that you want all email messages sent from info@yourrestaurant.com. Any replies will be received by the individual at your restaurant who administers the email address.
If you do not have an email address, your Table by the Window email service includes an optional Table by the Window address (yourname@tablebythewindow.com). Table by the Window can provide training on checking this email box and replying to your subscribers. To set up your email address and get training, please call our Client Services department at 800.846.5816 x102.
When can I expect to see results?
Your restaurant’s goals will determine the specific results you seek. With the correct mix of promotions, you can expect some results immediately. For clients without existing subscriber lists, Table by the Window encourages starting with a promotion to obtain new subscriptions. This offer should expire within a short period of time and include a way to track results, ex: ask your subscribers to bring in their printed email and count all collected sheets each week.
With consistent use of on-site promotions, you can see the majority of your regulars sign up within the first three months. Promote the list periodically and you will see it continue to grow.
Will I have any way to track the success of my investment?
Your personally assigned Client Services Representative will send you a report after each email campaign showing your open rates and click-through percentages. We can also provide training on how to track the number of customers who redeemed the offer and the resulting increase in sales.
How much time will this require of me?
Will I see the messages before they go out?
How do you receive the information about our events/specials?
APPROVALS: After the initial free half-hour email marketing consultation, you will be asked to approve designs and email content before messages are sent. Using efficient methods of communication such as email, fax or voice mail, this should total between 0.5 to 1.5 hours of your time per month.
CONTENT: If you choose to list timely events, such as concerts or daily specials, you will be responsible for providing the information to us three business days prior to the message send date. Using efficient methods of communication such as email or fax, the organization and communication of your content should total between 0.5 to 1.5 hours of your time per month. Table by the Window can provide time-saving tips and training for you or your staff, including developing forms for concert schedules and specials.
Table by the Window can receive content via email at clientservices@tablebythewindow.com or via fax at 800.846.5816. Please note your restaurant name and specific location on your fax message.
How do I train my staff to explain the email list to customers and encourage signups?
Your staff needs only the basics to encourage signups. Fortunately, most people have had some exposure to the internet, and many have already signed up for an email list. Here are some suggestions for staff training:
- Keep explanations brief and simple. Ex: “We want to keep more of our customers coming back, so we’re going to collect email addresses for a promotional newsletter.”
- Create a benefit for them, such as a prize for the server who gets the most completed subscription forms after the first three months.
- Get them involved. Invite them to contribute their promotional ideas.
- Suggest positive replies to customers. For example, “When a customer asks why she should fill out the sign up slip, say ‘It’s so you can join our email list and be the first to know about our special discounts and events.’”
Can I still use my business card bowl?
Yes, but why not create an email business card bowl? Whatever your incentive was to collect business cards, you can promote it in your email messages. For example, if the incentive was “Win a Free Lunch,” your Marketing Specialist could plan a promotion to give away one free lunch for every 25 new email subscribers.
NOTE: If you collect contact information, please post opt-in wording that clearly states you will add their email addresses to your email list. After you have posted your opt-in notice, you may add any business cards collected to your Table by the Window list.
Can I add a customer satisfaction survey to my email service?
Table by the Window is not able to add customer surveys to the online sign up process. However, we suggest these options:
- Ask your web administrator to add a customer satisfaction survey to your website. Table by the Window will include a link to the survey page in your email messages.
- Create customer survey check stuffers. Make them available at your front counter, along with a box where customers can drop their completed surveys.
- Add a survey to your printed sign up slips. Prior to sending all completed sign up slips back to Table by the Window, simply copy your slips or record your responses to your own database. Your Marketing Specialist can help you design a customized survey and add it to the sign up slip design for the member rate of $50/hr.
Do you do birthday/anniversary/special occasion emails?
Yes. We offer an additional service that allows you to create promotional offers specifically for your customers’ birthdays and anniversaries.
When your customers sign up, they will be asked for two birthdays they celebrate and the relationship type. They will also be asked for their anniversary date. A promotional offer will be emailed to the customer one week prior to the dates they gave. For example:
Birthdays - October 1st, Friend
March 1st, Daughter
Anniversary - September 18th
The special occasion service can be added to any Table by the Window PromoMail or NewsMail service for $50/month per location.
What if I want to change my email design?
Your first email design is determined by your Marketing Specialist, then reviewed and approved by you at the startup of your service. Your restaurant’s logo, unique brand and personality will influence your email design. At any time, you may request a design change, though we suggest you maintain a look that aligns with your brand. Table by the Window can change your design at any time during your service for the member rate of $50/hr, minimum one hour. The level of design you request will determine the amount of work time required. Minor changes, such as color adjustments or rearranging text blocks, typically require one hour.
Do you offer more than email marketing?
Yes. Table by the Window can provide the following services:
Development and Implementation of Cross-Promotional Programs
Marketing Plans
Email and Direct Marketing
Market Research
Media Releases
Graphic Design
Menu Layout and Design
Advertisements
Signs
Check Stuffers
Promotional and Loyalty Rewards Campaigns
For clients actively enrolled in Table by the Window services, we will provide additional marketing services for the member rate of $50/hr. For more information, please call Client Services at 800.846.5816 x102.
For those not enrolled in Table by the Window services, please call our New Accounts department at 800.846.5816 x103.
Do you store past email messages?
Yes. All email messages are stored indefinitely or until your service is terminated.
Some clients choose to archive their email newsletters on their website. In other words, they publish all past email newsletters on their website for customers to view. Table by the Window does not currently provide this service, but we can provide any necessary information to your website administrator.
What is your cancellation policy?
Upon enrolling with Table by the Window for email marketing services, you enter into an initial agreement term of 6 months. At the end of 6 months, your service converts to a monthly agreement term. Table by the Window and/or you as the client may terminate service with thirty days written notice any time after the 5th month. Any outstanding payments owed by the client will be due immediately. Clients with prepayment balances will receive prorated refunds.