Navigating the marketing landscape can be a daunting task, with countless options competing for your attention. Deciding where to focus your efforts and measuring the effectiveness of your strategy can be particularly challenging.
In a world where social media is saturated with enticing food photography and marketing agencies promise viral content, one restaurant found a way to secure over 200 additional bookings, resulting in nearly 900 covers, without spending a penny on social media ads or professional photographers. This achievement was made possible through a well-executed email marketing strategy leveraging their existing database.
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Many restaurants are leaving money on the table by not fully leveraging the potential of email marketing. For instance, a restaurant’s Instagram page with 100,000 followers might average around 1,000 likes per post—equating to about a 1% engagement rate, which is standard for organic posts on Instagram.
On the flip side, having an email database of 10,000 subscribers could result in a 25% open rate, equating to 2,500 individuals actively engaging with the content—making it 2.5 times more effective than Instagram. This highlights the missed opportunity for many restaurants who are sitting on a valuable marketing asset but failing to capitalise on it.
The real power of email marketing doesn't lie in how often you send emails, but in the value of the content you provide.
Most restaurants shy away from frequent emailing, fearing that they might "spam" their customers. But one Italian restaurant, in collaboration with Restaurant Launch—an email marketing solution specifically designed to grow customer bases—showed that with the right strategy, you can achieve remarkable results. They sent just one email per week, and their customers loved it, resulting in over 200 extra bookings and nearly 900 covers in two months.
Each week, the restaurant introduced a new pasta dish and followed up with the recipe for that dish the next week, accompanied by a photo of the current week's offering. This approach worked because it offered something valuable—delicious recipes— for free rather than asking customers to spend money.
The email also featured the pasta special for the week, giving customers a compelling reason to visit. This strategy created a win-win situation: customers felt valued and engaged, while the restaurant saw a significant increase in bookings.
If you're looking to replicate this success at your restaurant, here are the key steps:
Identify your unique offering: What can you provide that your customers will find valuable? Whether it’s recipes, cooking tips, or special offers, make sure it aligns with your brand and enhances your credibility.
Develop a thoughtful email marketing strategy: Create a plan that genuinely connects with your customers. It’s not about how many emails you send, but about what’s in them.
Invest in the right tools: Consider using email marketing CRM software like me&u Connect CRM, which integrates with First Table and is specifically tailored for the hospitality industry. The right tools can streamline your campaigns and track results effectively.
Design engaging email templates: Develop templates that highlight the value of your content and encourage customer engagement. A well-designed email can significantly increase open and click-through rates.
Capture email addresses effectively: Make sure your booking widget efficiently captures email addresses and marketing opt-ins. Building a robust email list is crucial to your campaign's success.
Collaborate with strategic partners: Partner with platforms like First Table to attract new customers, and then use your email strategy to turn them into repeat patrons.
First Table not only helps fill your tables during off-peak times but also generates marketable contacts that can be downloaded from your restaurant's First Table admin area. These contacts can be seamlessly synced into a CRM like me&u Connect, enabling you to market directly to these customers, offering them compelling reasons to return as full-price paying customers time and time again.
If you need assistance accessing your First Table marketing contacts, you can read our detailed article here or reach out directly to First Table client success for support.
For those looking for help to implement this email marketing strategy, Restaurant Launch is a specialised agency that can help you craft and execute a winning approach. Visit their website here or contact Nathan, the owner of Restaurant Launch, to get started on transforming your email marketing into a powerful tool for customer engagement and business growth.