Email marketing is one of the most popular and effective forms of communication with customers.
It is also an essential part of restaurant marketing, as it provides a way to reach customers with little cost or risk. This type of advertising has proven to be more successful than other types in terms of generating higher conversion rates.
Email marketing campaigns are often used by companies for customer retention, building relationships with customers, and keeping your business top-of-mind. It can also be used for direct marketing through specific promotions or offers that may not be seen on social media platforms like Facebook or Instagram.
In this article, we will discuss three very powerful email marketing campaigns that restaurant marketers should be executing. They are the save at-risk customers campaign, and the request for rating campaign and the happy birthday campaign.
The Save At-Risk Customers Email Marketing Campaign
Using a WiFi marketing and customer intelligence platform like Bloom, the system can sense when customers come and go from your locations. Over time, using advanced machine-learning algorithms, Bloom will begin to understand a customer’s visit pattern.
Bloom’s intelligent algorithm sets are monitoring each customer’s frequency distribution, individually and as a whole, to understand your customer attrition rate.
With this technology, it becomes possible to actually identify customers who are at risk of churning and set up and email marketing campaign to save your at-risk customers.
By analyzing customer frequency, the platform is able to accurately predict when a customer should be returning for another visit. If the customer does not return by that date, they are identified as a customer who is “At-Risk” of churning and tagged as such in the database.
As soon as the system tags a customer as being at risk, it will send an email to the customer. Typically, it will tell the customer that they are missed and have an incentive to get them to return and re-establish their visit pattern.
This is a game-changer for many restaurants. In fact, some restaurants who are using this campaign are seeing up to 37% of churning customers return.
The Request for Rating Email Marketing Campaigns
Managing customer ratings and reviews can be seen by restaurant operators and marketers as a major challenge to manage. Not to mention getting more of them.
The fact is that positive ratings can have a significant impact on your bottom line and traffic to your locations. Consider these statistics:
- For every star a business gets, there will be an approximate 5-9% increase in business revenue.
- Consumers are likely to spend 31% more at a business with excellent reviews
- 72% of consumers say that positive reviews make them trust a local business more.
- Restaurants with an improved rating of just 1/2 star (out of 5) were much more likely to be full at peak dining times.
- 61% of consumers have read online reviews about restaurants – more than any other business type.
- 34% of diners choose a restaurant based on information on peer review websites.
- 53% of 18-to-34- year-old’s reported that online reviews factored into dining decisions, as do 47% of frequent full-service customers
- 90% of guests research a restaurant online before dining—more than any other business type.
- 92% of consumers read restaurant reviews.
It is easy to see that staying on top of your ratings and reviews is important, albeit challenging. Yet with the right customer rating and review management tools, you can use them to identify issues. Then, you can be proactive about resolving them.
How to Configure This Campaign
You can create feedback loops to improve your customer experience while at the same time drive positive customer reviews online.
Bloom users create an initial message that is sent to their customers. This message will typically thank them for a recent visit and ask them to provide a rating of their experience – from one-half star to five-stars.
The message can be configured to be sent after a specific number of visits to your restaurant, so they do not get the message after every visit.
Then, a rating threshold is configured for which a follow up message will be sent.
For instance, if the threshold is set at 2 ½ stars, then if the customer gives a rating of 2 ½ stars or less, a follow-up message can automatically be sent.
In this case, the follow up message would offer an apology for providing anything less than stellar service and can include an incentive to get the customer back through your door for that valuable second chance.
The idea is to grab the customer’s attention and offer some kind of resolution to their issue before they get to an online ratings website.
If they know you are addressing their issue in a friendly and positive manner, they will most likely refrain from complaining online.
Over time, this will mitigate many negative reviews that would have been sitting online damaging your reputation for years to come.
Bloom Intelligence provides these types of business growth tools and more to improve customer lifetime values, online reputation, new customer acquisition, and revenue.
The Happy Birthday Email Marketing Campaign
Everyone likes to feel appreciated. What better way to let your customers know you appreciate them than to remember them on their special day.
When customers log into your guest WiFi, they will see a captive portal page where they must enter information before accessing the internet.
One of the things you can ask for on this page is the customer’s birthday. When they enter their birthday, the system will add that to their customer profile.
Then, a pre-written message can be sent to all of your customers as their birthday is approaching. Make sure that you configure the message to send a few days prior to the actual birthdate. That way they will have time to make proper plans and invite other people.
As a bonus for your bottom line, parties with a birthday tend to spend more than typical parties. They buy drinks, appetizers, desserts, etc.
In addition, having a great time at your location on a customer’s birthday will improve customer loyalty and lifetime value.
Discover Bloom Intelligence
These are just a few examples of using automated email marketing campaigns to make your customer experience better. The options are endless.
By executing these automated campaigns using Bloom, you can keep your business top-of-mind of your local consumers. Build that five-star reputation, and watch your business bloom.
Get a head start on your competition and increase your customer lifetime values passively. Contact us for a free, no-obligation demonstration. See exactly how Bloom Intelligence can make your customers happy and drive your business growth. Call us at 727-877-8181 or click here to schedule a free demo. We’ll show you how easy it is.