A study conducted by email marketing leader Elite Email asked 250 restaurant owners why they are using email marketing and how they are implementing such email campaigns for their establishments. The results showed that with increased sales in mind, these restaurant owners used newsletters, coupons and announcements to drive more traffic into their restaurants, build stronger relationships with their customers and spread more awareness to potential new customers.
The most popular use of email marketing software, as indicated by 74% of respondents, was to send out a monthly newsletter. Many of the restaurant owners felt it was the most effective way to get a lot of information into the hands of their customers all at once. Having the ability to send an email that highlighted upcoming events, new menu features, exciting seasonal recipes and enticing specials, while filled with photos of the restaurant and it's friendly staff was the most important use of email marketing within the group of respondents. The customer is aware that the email newsletter is exclusive to them and makes them feel like they are receiving something special. The goal of the newsletter is to bring customers back into the restaurant, and through the use of vibrant, professional looking newsletters, restaurants were seeing the largest return rate.
The second most popular use of an email marketing program, as indicated by 63% of respondents, was to send out timely coupons. The ability to attract customers during less busy periods was at the top of most of the surveyed restaurant owners. The main reason that customers subscribe to any email mailing list is for the promise of discounts and special deals. By offering coupons and specials that attract customers to your restaurant, owners can keep their subscriber base happy and excited for the next discount to come.
These restaurant owners had the ability to influence the time the coupon was valid for and for what product, giving them more control over the coupons they were sending out. As well, allowing for the coupons to be shared ensured that their emails were forwarded time and time again to potential new customers. It is great to see both independent restaurants and large scale restaurant chains using email marketing to drive their sales," says Robert Burko, CEO of Elite Email. Not only do these coupons attract new customers, but they will also help to grow the restaurant's mailing list with people eager to receive such thrilling offers.
The third most popular use of email marketing solutions according to 59% of the surveyed restaurant owners was the use of announcements. Letting their customers know about a new chef, a new menu item, the new decor in the party room, or the coolest new drink for the summer, individually, made their customers feel special. Newsletters are great to get a whole bunch of ideas across to your customer, but sending just a quick announcement about one individual topic, not only highlights the importance you are putting on it, but gives them reasons to come in again and again. It must be noted that almost every respondent surveyed, said that they consistently sent out birthday email marketing campaigns to their mailing list as well. Letting the customer know that they are valued by the establishment and enticing them to come in for a free birthday dessert or special discount was a high priority on the list of every restaurant owner.
Many of the restaurant owners reported that although email marketing was one of their newer initiatives, it was proving to be one that produced the highest ROI.
Elite Email is a leading North American email marketing service provider (ESP) that has been helping customers achieve greater email marketing results for almost 10 years. The Elite Email cloud-based (software-as-a-service) platform allows organizations of all sizes to build and grow their mailing list, create eye-catching emails, and track results with detailed reports and analytics. All services are backed by Elite Email's outstanding support and customer care. Elite Email has been featured on TV, radio and print media and is a member of the Email Experience Council, eMarketing Association, Better Business Bureau, Canadian Federation of Independent Business, Vaughan Chamber of Commerce and Toronto Board of Trade. Elite Email is the only Canadian company listed by the Utah and Michigan Child Protection Agency as a compliant sender. Elite Email recently won the Business of the Year award at the Toronto Board of Trade Business Excellence Awards.