Email is a simple but effective medium for engaging customers and encouraging repeat visits to your restaurant. Many restaurant POS systems store customers' contact information when they sign up for an email newsletter or dine at your restaurant. More advanced systems have a built-in customer relationship management (CRM) system that can store order histories and provide detailed customer profiles.
Access to customers’ contact information and detailed customer profiles give restaurant owners the ability to create powerful and personalized email marketing campaigns. Proper use of these personalized email marketing campaigns is a great way to build your base of regular customers. Here are five personalized restaurant email ideas that really work!
Because most restaurant CRM systems track customers’ contact information and order history, you can use this information to send personalized promotion emails to existing customers. Rather than offering a generic discount, invite them to enjoy their favorite appetizer or dessert on the house during their next visit.
Invite your guests to share their birthdays and anniversaries with you and offer special discounts when they dine with you on those dates. Be sure to store that information in your CRM system and send guests an email shortly before the occasion to remind them of the special offer.
Restaurant loyalty programs will increase the frequency of your regular customers’ visits and average check size. According to a LevelUp study, when a customer is about to unlock a loyalty reward, they spend an average of 39% more on that purchase. But to capitalize on this type of benefit from your loyalty program, customers need to know when they are about to unlock rewards. Create lists of customers who are approaching their next rewards milestone and send them an email to remind them of how close they are.
Don't let out of sight turn into out of mind with your customers. Many CRM systems allow restaurant owners to view the frequency of customers' visit and the amount of time since their last visit. Using this data, restaurant owners can create a list of regular customers who have not dined at the restaurant in a while. The restaurant owner can then re-engage the guests by emailing them about an upcoming event or with a special offer that can be redeemed during the next visit.
On certain holidays and special occasions, you know that the restaurant is going to be completely full. If every table is going to be taken and there are going to be long wait times, why not make sure that your best, highest-spending customers are able to get a table? Once you’ve identified the customers with the highest average ticket size, provide them the opportunity to reserve a table early for New Year's Eve, Mother's Day, Valentine's Day, July 4th and other holidays.