• Email Marketing

Email Validation for Better Restaurant Email Marketing

by: Ron Zvagelsky On: October 17, 2018
4 min read

Email has always been an effective way to reach clients and potential customers. Even amidst the chaos of all the Tweets and Facebook posts and Instagram pictures, email continues to be one of the most consistently dependable ways for companies to communicate with customers and prospects.

In fact, because of the rise of various social media platforms, one might agree that the personal email inbox has become somewhat of a safe haven – a place of seclusion amongst all the online mayhem.

Why Email?

One thing is for sure. Email marketing is still very effective. According to The Direct Marketing Association, email delivers the highest ROI of any digital marketing channel. On average, email marketing campaigns produce an ROI between 21 and 23 percent.

According to a recent study by MarketingSherpa, 72 percent of adults in the United States prefer to communicate with companies via email. The same study showed U.S. adults preferring social media or text messaging at under 20 percent. And another study done by Adestra, an email marketing company, showed that 73 percent of millennials prefer email as their primary brand communication channel.

Why is Email Validation So Important?

While email is a great channel to communicate with your customers and prospects, it’s not going to do you a bit of good if your message never reaches them, or worse, you have an invalid email address.

But the reasons don’t stop there. Many email marketers who are just starting out, or have little experience, are unaware that attempting to send an email to an invalid address can do harm to your campaign on a universal level.

Email Service Providers (ESPs) like Gmail, Yahoo Mail, Outlook or Hotmail create a Sender Reputation Score. This is a score based on many different metrics that the ESPs analyze on how their users – your subscribers – are interacting with your emails.

If your emails are being sent to nonexistent or “fake” accounts, your score will be negatively affected. It may also take a hit if users are not opening your emails, if they are reporting them as spam, or if your domain has been added to any industry blacklists.

When your score becomes too low, the ESP may elect not to deliver the email to their user inboxes. This can become very expensive to your marketing and begin skewing your ROI as messages never arrive in your prospects’ inboxes and less revenue is generated.

Because of this, having a solution in place to confirm you are sending to opted-in subscribers at valid email addresses is not only smart, it’s absolutely necessary.

What You Can Do To Ensure Email Validation

If your email list isn’t very large, your first step would be to go through your list and remove any obviously bogus email addresses. While going through your list, you should also check to make sure that first and last names are correct and capitalized.

Unfortunately this practice can become rather time-consuming, and it obviously isn’t foolproof. Even if an email address looks legitimate, there’s no way for you to know for sure if it is real. The only way to know your database is clean is to enlist the help of a third-party email validation service and/or select a marketing solution that validates emails prior to being added to your database.

Is There a Solution for Restaurant Marketers?

Restaurant marketers can benefit from email list building, email marketing, and marketing automation as much as, if not more than, ecommerce and online businesses. Since emails have traditionally been tougher to obtain at a brick-and-mortar business, they’ve become even more valuable to offline companies. Fortunately, they don’t have to be difficult to obtain anymore.

Through WiFi marketing, you can now build an email list passively. Without lifting a finger, your list grows every time a new customer logs into your guest WiFi.

But how do you know if the email address the customer enters is valid? Well, you don’t – unless you’re using Bloom Intelligence. Bloom is the only WiFi marketing and analytics solution that has built-in email validation. If a user enters a bogus email address, they will be given a message asking them to enter a valid address before they can access the WiFi – all in real-time.

Bloom is the only current solution that understands the importance of email validation and built it into their software, resulting in significantly higher deliverability rates and improved ROI with no extra effort on the part of the marketer.

When you know your email addresses are properly validated, you will feel more confident configuring your automated campaigns, or blasting a message to your entire list. You’ll know that the maximum amount of people will receive the email and the ESPs will give you a higher reputation score every time you send a message.

Your email list is one of your most powerful marketing assets. Take care of it, nurture it carefully, and validate every email to ensure optimal marketing success.

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Restaurant Marketing FAQs

What is Restaurant Marketing?

Restaurant marketing is the process of getting people to visit your restaurants. Restaurant marketing creates loyalty, provides data to research, analytics, and allows restaurants to gain a better understanding of their ideal customer profile. It utilizes all customer channels: guest WiFi, website, social, rating sites, mobile apps, email, text, and advertising.

Learn More About Restaurant Marketing Here

What is WiFi Marketing?

WiFi marketing is a marketing technique that uses guest WiFi to collect & clean customer data such as names, emails, phone numbers, customer behavior, and demographics. This data is used to personalize marketing campaigns to increase customer loyalty, build online reviews, and save at-risk customers. The performance of every campaign can be tracked down to the tangible ROI of a customer walking back in your door.

Learn More About WiFi Marketing Here

What is Restaurant Reputation Management?

Restaurant reputation management is the process for restaurants to manage customer feedback and creating systems to improve customer experiences, passively build positive online reviews, and save at-risk customers. It is a very important aspect of running a successful restaurant business.

Learn More About Restaurant Reputation Management Here

How Does Bloom Identify and Bring Back Lost Customers?

Bloom Intelligence uses machine learning to identify at-risk customers. When one is recognized, the system will send them a message with an incentive to get them to return and re-establish their visit pattern. Bloom users are seeing up to 37% of churning customers return.

Learn More About Saving At-Risk Customers Here

SAVE TIME, INCREASE CUSTOMER LIFETIME VALUES, CREATE NEW CUSTOMERS

What our happy customers
are saying

Austin Eggleston
Bob Cross, Vice President of Operations
Ron Murray
Matt Thompson, Managing Partner
Jacqueline Martin

“I highly recommend restaurants, dental/medical offices, and other businesses look into Bloom Intelligence as 1) their marketing technology is very powerful and 2) their team is AWESOME. As a marketing agency, Bloom has helped several of our clients grow their businesses via building their database and re-targeting them at the right time. Thanks Again!”

Austin Eggleston

“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price.  In addition, we’re able to communicate our new product promotions by using  the landing page as a digital billboard.  A “no-brainer” for anyone working with limited Marketing $$.”

Bob Cross, Vice President of Operations

Atlanta Bread Company

“This is an integral part of our local store marketing program. We use the e-mails we collect to tell our existing customers about various promotions, specials and discounts, and the analytics tools are amazing at capturing and displaying smart device activity in and around our store.”

Ron Murray

Atlanta Bread Company

“They have always been attentive through whatever needs and questions we have.

They go above and beyond to make sure our team and customers stay connected while helping us with our marketing efforts.”

Matt Thompson, Managing Partner

Madison Social

“I am currently working with Bloom Intelligence with Matt Ronay and Edward Kennedy. They are great to work with, respond quickly, and provide great support for noth my company and my clients. I have used other WiFi platforms but never received this level of service. I was looking for a service that would make it easy for me to sell WiFi lead generation and analytics to my clients without a lot of problems. They have provided this above and beyond. I highly recommend them to any agency looking to add this type of program to your services.”

Jacqueline Martin

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