Email Marketing

Why?

Email is one of the most direct ways to get information to an audience. Most people check email every day, and many check at least 20 times per day. Email goes directly to a customer’s inbox and a catchy subject line with information relevant to them will help get them to open it and read about your business.

Estimated Time to Execute:

• The Marketing Manager will create the email blasts, you just need to provide any relevant content to include. This should take minimal time per month.

What:

• We have about 40,000 email subscribers across all our restaurants- which means 40,000 people who have opted in and WANT to hear more about what’s happening at your restaurant. Email can be a way to push sales immediately.
• It also gives us a chance to be very reactive if something happens we’re not expecting, like a sudden closure of the restaurant for maintenance or weather. It’s an immediate way to communicate with our guests.
• We also have “Smart Emails” which automatically track how often our guests are visiting and it sends automated emails for us to promote visiting more often.

How to Execute:

• The restaurant has two responsibilities in terms of email marketing.
  • Ensure servers know that our Wifi is connected to our email club. They should work to mention this to guests to keep increasing our signups (see below for more info)
  • Let the Marketing Manager know what content you’d like sent out in your email that month or if you’d like multiple emails.
    • Be sure to include:
      • All information such as date, specials, food descriptions
      • Photos (the more the better!)
      • Date to send if specific
    • Some email content that really is relevant to guests are:
      • New Menu updates
      • Special events
      • Food holidays with specials
      • Anniversary/Birthday event
      • Monthly promotions
      • Anything else important!
  • In general, the more information you can send to the Marketing Manager, the better!