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Author: Robert Burko
Your patrons need to be reminded sometimes why your fancy restaurant is their favorite. Email marketing solution can make that happen. By personalizing the design and content of your email marketing solution campaign to suit your segmented audiences, you ensure your restaurant is the "Go-To place" for your clients. It could be for a business lunch, a birthday celebration, or a summer feast, an email marketing solution can be customized to bring the same customers back, more often.
An email marketing solution has a variety of user-friendly options for creating email designs to suit the needs of your fancy restaurant. With these email design templates, you have the opportunity to recreate the "feel/mood" of your restaurant via email; to present your exquisite menu; and show off your awards and press releases. This will remind your customers why they love your restaurant better than some of your competitors'.
There are two things you can do to make an email marketing solution really succeed for your business:
First, you can segment your client base email list into customer categories.
As an example the three categories I am going to suggest are:
a) Corporate/Business clients: These are the clients that have once in a while come in to host an office party or, business lunch, client dinner, or anything similar.
b) Potential Regulars: These are the clients that have come into your establishment occasionally over the years (maybe they came in for a birthday celebration or an anniversary, or maybe they sometimes come in on a romantic date).
c) One-Time Visitors/Interested Customers: These are people who have come once before and have filled out a comment card. With this category, you have the opportunity to convert them into "regulars" by offering them special promotions through your email marketing solution (this could be a seasonal thing, or even a celebration promotion - birthdays, anniversaries etc.).
Now that you have your segmented audiences, the second thing you can do is specify your design to attract those audiences. For the business segment, upload pictures of business lunches and dinners. Include your menu and some customer testimonies. This will help advertise that your place is a great place to "close the deal."
For the "potential regulars" and the "one-time visitors/interested customers" audience you can create a similar atmosphere with the design of your email marketing solution template. Start by adding images of your finely lit, well-adorned dining area, while also including pictures of your most succulent entrees and wines. Both these groups need to be reminded about the great atmosphere you provide. The main difference will come in the content of you email marketing campaign. For the "potential regulars,"you may want to offer them 10-30% discount for people celebrating a birthday or anniversary. You can also offer a discount for returning customers, or for those that refer your restaurant to their friends (this is something that's easy to do with most email marketing solution, as they allow you to include a simple "forward to a friend" button in the body of your emails). For those that have been to the restaurant only once before, or have merely clicked on your website and signed up to receive offers, you can present them with the same discount for celebrations, while also including seasonal menu items, and an overview of your awards.
Something to keep in mind: Know your audience. You don't want to be sending out your email campaigns too often. After all, you don't sell discount shoes. You have to conduct yourself with the same class and dignity that your restaurant is famous for. Sending out an email marketing solution campaign every week can annoy your customers and weaken your brand image. Sending out an email marketing solution campaign once a month, or once every quarter, it a better idea for fine dining establishments.
An email marketing solution will help your fancy restaurant bring in more regulars. Bringing in more clients, more frequently, means building stronger brand awareness, and means generating a higher cash flow. Smells good...Bon appetite!
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