You Got Served: Email Marketing Ideas for Restaurants
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Mega food and beverage brands now spend more money on mobile digital marketing than any other medium, and who can blame them when 75% of Americans say they use their smartphones most often to check email. No matter how many restaurant locations you currently market—whether it’s one or many—you can do everything the big brands do with email marketing, digital coupons, and online reviews. Going digital with your advertising and marketing is easier than you think — if you pick the right partner; plus, you’ll spend less, know more about your customers, and have more time to run your restaurant! Join David Gonynor, CEO of That’s Biz, the restaurant digital marketing agency that’s distributed over 500 million digital coupons since 2007, and iContact’s Content & Creative Manager, Jess Knight (previously with newBrandAnalytics d.b.a. Sprinklr), as they spill the beans on everything you need to be successful with email marketing. On this free webinar, you’ll learn about: • The best- and worst-performing subject lines sent by restaurants • Sending single use coupons customers can show on their smartphones • Email design tips sure to get your customers opening and clicking more • Where to put your Email Club signup offer on your website and social … And many more tips and tricks!
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You Got Served: Email Marketing Ideas for Restaurants
- 1. GOTYOU SERVEDEMAIL MARKETING IDEAS FOR RESTAURANTS
- 2. • AUDIO ISSUES? Let us know by typing a message into the question box.| • QUESTIONS? Questions will be addressed during Q&A in the order received. • WANT THE RECORDING? We’ll send a link to your email address within 2-3 business days. BEFORE WE START…
- 3. David Gonyor CEO That’s Biz Jess Knight Content & Creative Manager iContact CEO of That’s Biz, the restaurant digital marketing agency that’s distributed over 500 million digital coupons since 2007. Executing sales-focused marketing campaigns — from research and strategy, through content creation and campaign analysis — for 18 years
- 5. 1. Capture Interest with Great Offers Email offers that will get your customer’s attention and keep them opening your emails. Coupons are personalized and limited to the number of uses you set. Confidently email great offers your customers will love knowing you can restrict the coupon to a single use.
- 6. 2. Easy to Find later Customers can text the coupon to their phone for easy retrieval in a text message at a later time. It’s tough to find a coupon offer buried in last week’s email messages. Text2Me allows customers easily find the coupon in a text message.
- 7. 3. Automatic Email Reminders No need to send repeat email messages to your entire email list. Your customers will receive automatic email reminders for offers they have not yet redeemed. The email includes a link to the coupon.
- 8. 4. Coupon to Online Ordering in One Click With one click your customer can start the online order for your great coupon offer.
- 9. 4. Coupon to Online Ordering in One Click With one click your customer can start the online order for your great coupon offer. The fewer the clicks for your customer the better. And you can’t beat one click. Every coupon can include a location specific online ordering link.
- 10. 5. Sharing Great Offers with Friends Your customers can share restricted offers with friends & family. We record who shared the coupon and how they shared it. Your custom “sharing” page assures your customer they have full control who they choose to share the coupon with.
- 11. Your staff will recognize that it’s your coupon immediately with your branding. You can also list the locations the coupon can be used. Have you seen coupon fakes at your restaurant? Make it easy for your staff to immediately recognize your coupons. Own multiple locations? Let your customers use your coupon offer at any of the locations – but only once! Works great for Birthday Club or Welcome to the Email Club emails. 6. No Doubt it’s Your Coupon
- 12. 7. Redemption 1-2-3 in 2 Seconds Your staff will love the redemption process. No training required and it takes less than two seconds with no POS integration required. Your customer redeems the coupon by touching the “Show Coupon” button and then confirming. In two-seconds our system verifies… • The coupon is not a fake • The coupon has not expired • The coupon has not been redeemed
- 13. 8. Hundreds of Feedback Surveys From Regulars After coupon redemption customers are invited to provide a five star rating and comment. Your average rating and comments can be shared right from your coupon (see example above). Get 10X more feedback you can share from regular customers. When your customer submits the survey the survey result is immediately emailed to you and/or your store manager.
- 14. 8. Hundreds of Feedback Surveys From Regulars After coupon redemption customers are invited to provide a five star rating and comment. Your average rating and comments can be shared right from your coupon (see example above). Get 10X more feedback you can share from regular customers. When your customer submits the survey the survey result is immediately emailed to you and/or your store manager.
- 15. NEXT UP: Ingredients for the perfect email marketing campaign • How to Grow Your Lists • Subject Lines • Design Tips • Holiday Promos • Themes
- 16. • Digital POS (tablet) • Reward Program • Check-out receipt • WiFi access (opt-in) • Convert social fans • Reviewer outreach GROW YOUR LISTS
- 17. DO: • Mention savings and coupons • Use at least one exclamation point • Wise use of capitals can improve YOUR performance • Be creative with your welcome emails • Split-test your subject lines DON’T: • Use educational subject lines • Mention fitness, weight gain, and illness • Promise a surprise gift JUST to get them to open • Be vague with your offers • Include emoji without testing them first SUBJECT LINES
- 18. Weekly Special: You’ll love this coupon! A Hot Coupon To Keep You Warm Open Rate: 40.25% Open Rate: 42.26% How to prevent weight gain & illness Why You’re Not Losing Weight Open Rate: 0.86% Open Rate: 1.97% SUBJECT LINES Save Big on Seafood! Open Rate: 39.05% And the winner is… Open Rate: 40.60% Dieting – Have Your Cake and Eat It Open Rate: 1.47% Miss you; 15% Off Almost Everything Open Rate: 1%
- 22. COLOR EASY COLOR Very pale colors so as to not compete with the photograph.
- 23. STRUCTURE EASY STRUCTURE Ample amount of negative space *Pro tip: The more spacing (or “padding”) you have, the more elegant your design will look. Give it a try! No clutter due to use of columns and rows.
- 24. IMAGERY EASY IMAGERY Simple photograph of highlighted item Logo elegantly placed
- 27. IMAGERY Subtle illustration of item being offered INTERMEDIATE IMAGERY
- 29. COLOR Splash of yellow for emphasis Important info and CTA are all black ADVANCED COLOR
- 30. STRUCTURE ADVANCED STRUCTURE Clean border to help separate main CTA from description. Font playfully mirrors the arch of the plate.
- 31. IMAGERY ADVANCED IMAGERY Appealing photograph of highlighted item. Actual line pointing to the image of the breakfast pizza. Subtle and artistic branding.
- 32. DESIGN TIPS COLOR: Use cohesive color palette. Play around with cool and warm colors. Use your brightest color to bring attention to the most important part of your email, like your CTA or coupon code. Splashing in bright accents throughout the email helps the eye travel to the parts YOU want them to look at most. Pale colors lend towards a clean look, where bright and bold colors are fun and loud. STRUCTURE: Play around with shape and form. Extra padding and ample negative space makes design look more elegant and clean. Too much text and tight spaces create a sense of clutter! Use columns and rows to divide your information. It’s easier to look at well-defined “blocks” than it is to read a paragraph. Columns are your friend – use them abundantly! IMAGERY: It’s very important to include a depiction of the highlighted item – whether it be illustrated or photographed. Images help the brain make connections faster than just plain text. Your goal is for your viewer to make the association to your product and coupon as fast as possible.
- 33. SEASONAL PROMOS
- 34. THEMES
- 35. Q&A
Notes de l'éditeur
- Type
- DO: Subject lines that mention savings and coupons have high open rates. And, although exclamation points don’t work well for many industries, they instill excitement for restaurant deals. DON’T: Educational subject lines are not popular in the food & beverage industry. People want to eat well, not learn more – especially when the topic is a bit scary.
- DO: Subject lines that mention savings and coupons have high open rates. And, although exclamation points don’t work well for many industries, they instill excitement for restaurant deals. DON’T: Educational subject lines are not popular in the food & beverage industry. People want to eat well, not learn more – especially when the topic is a bit scary.
- Biggest takeaways is to use a cohesive color palette, play with shapes to create emphasis
- This company has MASTERED the art of COMPOSITION through color, balance, and shape. What does that mean? Well, the designer places elements in a very intentional that leads you STRAIGHT to the CTA. They’re so good at it, that you don’t even realize. Here’s what I mean.
- This elegant email is both simple and sleek. Anyone can make this email.
- This elegant email is both simple and sleek. Anyone can make this email.
- This elegant email is both simple and sleek. Anyone can make this email.
- This elegant email is both simple and sleek. Anyone can make this email.
- This one is ALL about COLOR. Colors are wonderfully cohesive and establishes a solid visual hierarchy. Note the yellow accents throughout the email. This leads the viewer’s eye in a very intentional way. First the headline. Then down to the glasses of Champaign (which are those drinks that “help” mentioned above), and then down to the main CTA. A very artistic journey for the eye. The one spot of red beautifully accentuates this journey. In the midst of all that bright yellow, you get a splash of red which you read “Drinks Help” first. You then go to the yellow “drinks that help” in the middle, then quickly jump to the CTA. Lovely! You then get to stroll and look at all the additional details at your leisure (with those cool gray tones).
- The one spot of red is the FIRST thing you focus on and beautifully starts the viewer’s journey. In the midst of all that bright yellow, you get a splash of red which you read “Drinks Help” first. You then go to the yellow “drinks that help” in the middle, then quickly jump to the CTA. Lovely! Note the important info are bright warm colors, and the background contrasts with very pale cool colors. You then get to stroll and look at all the additional details at your leisure (with those cool gray tones).
- Even though it looks simple, there’s many components in this email that make it excellent. Compositional geniuses. This one uses shape and form to bring your attention to the CTA. The curve of the font mirrors the curve of the plate, which adds a cute and playful feel. This green circle represents the entire size and shape of the pizza. Directly in the middle, you see the date and time. The bottom half is completely contained inside this implied circle. Lovely! They completely separate it
- Sometimes less is more. Very simple color palette, just using 2 colors. They add that one splash of highlighter yellow, so that if you were just to glimpse at the email, your eye would land on “breakfast pizza” and follow that arrow down to that yummy picture. The main black color is accented throughout. Every action the designer wants the viewer to take is in black. READ the text. LOOK at the yummy picture (arrow is black). READ time and place. “RESERVE” (black button). They even add their branding with a fun mermaid fin. And then at the bottom, you want then to SHARE or connect via social.
- Main question to ask yourself: How can you incorporate the shape of the photograph to create a cohesive email? With a square plate, your font can mirror the edges of the plate. With a martini class, your font can narrow down towards the bottom. This would work well with pizza, cookies – anything that’s round.
- Main question to ask yourself: How can you incorporate the shape of the photograph to create a cohesive email? With a square plate, your font can mirror the edges of the plate. With a martini class, your font can narrow down towards the bottom.
- Biggest takeaways is to use a cohesive color palette, play with shapes to create emphasis
- With Holiday Promos, make sure that your imagery includes BOTH holiday themed plus your food. If it just has a picture of your food, but no images about the holiday, the viewer won’t make that instantaneous connection.
- With Holiday Promos, make sure that your imagery includes BOTH holiday themed plus your food. If it just has a picture of your food, but no images about the holiday, the viewer won’t make that instantaneous connection.