When it comes to promoting a restaurant online, you have a lot of tricks up your sleeve. There’s social media, online ads, partnerships with other brands and bloggers. Then there’s the importance of newsletters. To get what you want, you must follow a few steps and understand the importance of it all. That’s where The Munch Ado Crew comes in.
Newsletters are promotional and informative emails. They are a way to keep in contact with your loyal customers. But since we’re bombarded everyday with so many, some users send them straight into the trash folder.
We’ve got a few tips to help your emails avoid this fate. When we’re done, you’ll realize things aren’t so complicated. What’s more, you’ll be able to translate newsletters into:
- online activity (e.g. orders, traffic to your website)
- visits to the restaurant
Ready, set, send!
Why are newsletters helpful for a business?
Newsletters are an important marketing tool. They give you the opportunity to communicate with customers in a familiar place: their inbox. Here is why you shouldn’t put off well designed and targeted emails:
- First, because you can keep in contact with your clientele. Feed them news on your brand and also offer discounts which they can’t find anywhere else.
- When you get a new subscriber, you can ask for feedback. Is he interested in new dishes and events or healthy tips and tricks?
- When you see “deadbeats” (those who don’t open their emails) you can ask why they are not opening newsletters. You can next offer them the chance to get something else in their inbox. Targeted content is important, that’s why you can, and should, segment your newsletters.
- You can promote meals (e.g. menu of the day), personnel (e.g. staff member of the month, what has your chef been up to lately, what contest did your bartender attend), and events.
- You can send custom-made emails to each of your customers. Or you can send newsletters based on a culinary preference.
- Even if you share your info on social media, newsletters reach more customers and it’s a cheaper trick than printing leaflets. This way, you also get to be “green”.
- Last, you can send surveys when you feel you need to make some changes.
How to get people to subscribe to a newsletter
- Create a banner or a box on your website promoting it. Explain from the beginning what the user will find in this email.
- Post messages on all your social media pages.
- Develop campaigns on Facebook or Twitter. People subscribing get promotions, discounts and the possibility of participating in a big contest.
You should do all these tricks in the beginning, when you see you haven’t gotten any new organic subscribers (don’t buy email lists), or when people are unsubscribing. The key to success is communication. If it doesn’t happen it’s time for a change: promote your newsletter or stop it altogether.
10 steps to sending the perfect newsletter
- First, be careful to talk to the newsletter provider so your emails don’t end up in spam. Also avoid using trigger words like “buy”, “shopping”, “offer” or “money” to name a few.
- Then, create click-able titles. Try to make it as clear as possible. And don’t use caps.
- Use CTAs (calls-to-action) instead: “Try our new recipes this week” is better than “New recipes this week”.
- Use social media sharing buttons even in your newsletters.
- And after, target, personalize and segment your newsletters. Mary, the vegetarian, is not interested in your steak discount.
- Information overload is one of the biggest problems with newsletters. You need to simplify: 90% targeted information, not generic, and 10% promotions.
- In the beginning try sending one each day/week/month at different hours to see what works for you. Brands usually send them before lunch, but you never know. Also, check different titles – some go for utility, others for fun.
- Next, make sure your website and newsletter are mobile-optimized.
- Make it easy for the user to unsubscribe to your newsletter. This option is important. Even if you don’t want them to click it, you must offer them the liberty to do so if they want.
- Last, but not least, test everything. Test the design. Test content. Test the perfect hour and the day. Test it all until you reach your goal.
You are now ready to begin thinking about your newsletter. Research the competition. Establish your goal. Imagine the perfect email design you want to receive in your own inbox, gather content and click send.
Photo credit: pixabay