Boost Your Restaurant’s Sales with Email Marketing

Are you tired of your restaurant being overlooked by hungry customers? Maybe it’s time to add a new ingredient to your marketing recipe: email marketing.

Email marketing is a powerful tool for promoting your business, not just for online retailers but for restaurants too. By building a loyal following of hungry customers, you can drive more foot traffic to your establishment and increase your sales.

In this article, we’ll guide you through the process of starting your email marketing for your restaurant, from building your email list to crafting irresistible email campaigns.

Build an Email List: Get the Word Out

Collecting Customer Email Addresses

The first step in your email marketing journey is to build a robust email list. Don’t be shy; ask your customers for their email addresses. You can add a sign-up sheet to your host stand or include a printed call to action on the bottom of your receipts. Offering an incentive, like a discount on their next meal or a free dessert, can also encourage more customers to share their email information.

The Importance of Obtaining Permission to Email Customers

It’s crucial to obtain permission before adding someone to your email list. Your sign-up form should clearly explain what they’ll receive, how often, and how to unsubscribe. This transparency ensures that your subscribers know what to expect and are more likely to engage with your emails.

Using Social Media to Build Your List

Social media is an excellent platform for promoting your email sign-up form and offering incentives for new subscribers. Run contests and giveaways to encourage people to share your content and spread the word about your restaurant.

The more people who know about your email list, the more potential customers you’ll have.

Create an Irresistible Email Campaign: Tempt Their Taste Buds

Subject Lines and Preheader Text

The subject line is the first element your subscribers will see, so make it count. Keep it short and engaging, and use action-oriented words to pique their interest.

Next up is the preheader text, which offers a sneak peek of what’s inside the email. Use it to reinforce your subject line and further entice your readers.

Personalize Your Emails

Personalization is key to a successful email campaign. Address your subscribers by their first name and segment your email list to send personalized content based on their interests or previous purchases.

Offer VIP discounts or early access to new menu items to your most loyal subscribers to create a sense of exclusivity.

Design and Content of Your Emails

Ensure that your emails are visually appealing and mouthwatering by using high-quality images of your dishes and short, compelling descriptions. Keep the content concise and use a conversational tone to make your subscribers feel like they’re chatting with a friend.

The ultimate goal of your email campaign is to drive more foot traffic to your restaurant. Include clear calls to action that encourage subscribers to make a reservation or order online. Make it easy for them by including direct links to your website or reservation page.

Segment Your List: Cater to Their Cravings

The Importance of Segmentation

Segmentation allows you to cater to your subscribers’ specific interests and preferences, making your emails more relevant and engaging. For example, send vegetarian dishes or Meatless Monday specials to subscribers who prefer plant-based meals.

How to Segment Your List

Segment your list based on previous purchases, interests, or location. Use your email software to create these segments and tailor your content accordingly. By making your emails more relevant, you’ll increase engagement and drive more actions.

Track and Analyze Your Email Campaigns: Don’t Wing It

The Importance of Tracking Results

Tracking metrics like open rates, click-through rates, conversion rates, and unsubscribe rates allows you to see how well your emails are performing. Use your email marketing software to monitor these metrics over time and make data-driven decisions to improve your campaigns.

Adjusting Based on Results

If your open rates are low, try testing different subject lines or preheader texts. If your click-through rates are lacking, adjust the placement or prominence of your links. Continuously test and tweak your campaigns to find the sweet spot that resonates with your subscribers.

Tips and Tricks for Successful Email Marketing Campaigns

Timing and Frequency

Aim to send emails once or twice a week at times when your subscribers are likely checking their inboxes. Use analytics to determine the best times to send your emails.

Incentives and Promotions

Offering incentives like discounts or free desserts can entice subscribers to open your emails and take action. Make sure to include clear instructions on how they can redeem the offers.

Mobile Optimization

With more people checking emails on their mobile devices, ensure your emails are optimized for mobile. Use a mobile-friendly template and keep your content concise.

A/B Testing

Test different versions of your email campaigns to see which performs better. For instance, test two different subject lines or calls to action to find out what generates more clicks.

But email marketing is just one piece of the puzzle when it comes to a smart marketing strategy. Let me ask you a question, do you know how your marketing stacks up?

Find out by taking the SMART Marketing quiz. Get customized results on how to get smarter with your marketing—you’ll learn exactly what YOUR business should focus on, get customized recommendations on how to get the best bang for your marketing buck, and unleash your business’s true potential. It’s like having a personal marketing coach by your side!

And remember, you don’t need crazy tech skills, buckets of cash, or a dedicated staff to market your business. You don’t even need a lot of time.

What you need is to be smart, and email marketing is smart for your business.

If you're ready to grow your business with smart marketing you can:

1. Sign up for weekly FREE Business Bytes with CEO, Torie Mathis

2. Get a SMART Funnel and begin to automate your marketing

3. Learn Digital Marketing with a Smart Marketing Course

ABOUT THE AUTHOR: TORIE MATHIS

Torie Mathis helps entrepreneurs grow their business with Smart Marketing.  She is a best-selling author, Army veteran, international speaker + trainer, and the CEO + Creative Director at Lake Shark Media. She also teaches entrepreneurs how to get smart with digital marketing at toriemathis.com