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are you tired of your restaurant being overlooked by hungry customers maybe it's time to add a new ingredient to your marketing recipe email campaigns email marketing involves sending messages to a list of subscribers to promote your business and it's not just for online retailers restaurants can also benefit from this powerful tool by building a loyal following of hungry customers you can drive more foot traffic to your establishment and increase your sales I'm Tori Mathis marketing agency CEO digital marketing coach at the Smart Arsenal and True Believer of email marketing and in this video I'm going to show you how to get started with your email marketing for your restaurant from building your email list to crafting compelling email campaigns we'll cover all the ingredients you need to cook up a successful email marketing campaign so grab a fork and let's dig again build an email list get the word out to whip up a successful email marketing campaign you need a robust email list but how do you start to build one here are some tips for you to get started first collecting customer email addresses don't be shy the first step is to collect your customers email addresses and don't be afraid to ask them you can add a sign up sheet to your host stand or even a printed call to action on the bottom of your receipts another way to collect email addresses is to offer something in return offer a discount on their next meal or a free dessert for signing up people love a good deal and you'll get more email addresses in return you can use one of my smart funnel templates like this one and make the process really easy to set up the importance of obtaining permission to email customers don't spam it's crucial to obtain permission before adding someone to your email list nobody likes spam and you don't want to be labeled as a spammer when someone provides you with their email address make sure that they know what they're signing up for your email sign up form should include an explanation of what they'll receive how often and how to unsubscribe this will ensure that your subscribers know what to expect and will be more likely to engage with your emails using social media to build your list go viral social media is a powerful tool for reaching potential customers and it's a great way to build your email list use your social media accounts to promote your email sign up form and offer incentives for signing up you can around contests and giveaways to incur your content and spread the word about your restaurant the more people that know about your email list the more potential customers you'll have walking through your doors with these tips you'll be well on your way to building a thriving email list creating an irresistible email campaign attempt their taste buds now that you've got a sizable email list it's time to start cooking up some irresistible email campaigns here are some tips for creating a mouth-watering email campaign that will leave your subscribers hungry for more for first let's talk about subject lines and pre-header text the subject line is the first thing that your subscribers will see so you want to make it count you want to grab their attention and make them curious about what's inside your email you can do this by keeping it short and sweet and use action-oriented words to entice them in the pre-header text is the next thing that they will see this is the preview text that appears next to or just below the subject line you can use this to reinforce the subject line and then give them a little bit of a sneak peek of what's inside the next thing you can do is personalize your email list and this is going to make them feel special personalization is a key to a successful email campaign you want to address your subscribers by their first name and segment your email list to send personalized content based on their interests or previous purchases you can also use personalization to create a sense of exclusivity you can offer VIP discounts or early access to new menu items to your most all subscribers design and content of your emails make them Crave Your Food the design and content of your emails should be visually appealing and mouth-watering use high quality images of your dishes include descriptions to make their taste buds tingle keep the content short and sweet and use a conversational tone you want your subscribers to feel like they're actually chatting with a friend and not reading a sales pitch you want to use calls to action the ultimate goal of your email campaign is to drive more foot traffic to your restaurant include a clear call to action that encourages your subscribers to take action such as making a reservation or ordering online make it easy for them to take action by including a button or a link that takes them directly to your website or your reservation page and by following these tips you'll create an irresistible email campaign that will leave your subscribers hungry for more the next thing is to segment your list segmentation can be the secret sauce to a successful email campaign by dividing your email list into smaller groups based on interests or behaviors you can serve up your content that's going to be more relevant and engaging to your subscribers the importance of segmentation cater to their Cravings segmentation is important because it allows you to cater to your subscribers specific interests and preferences by sending them content that is relevant to them they'll be more likely to engage with your emails and to take action for example if you have a group of subscribers who are vegetarian you can send them emails that feature your vegetarian dishes or promote your meatless Monday specials without having to send it to everybody and by doing so you're catering to their specific cravings and showing them that you understand their dietary preferences how to segment your list there are several ways to segment your email list you 'd segment it based on previous purchases where you send emails promoting similar dishes or drinks that you've ordered before you can also segment by interest you can send emails promoting events or menu items that align with their interests you can also segment by location you can send emails promoting specials or events that are happening at their preferred location and you use your email software to create these segments based on the criteria and then you can tailor your content ingly customizing your emails based on segmentation this is how you make them feel special once you've segmented your email list it's time to customize your content use the information you have about your subscribers to create emails that are tailored to their specific interests for example if you have a segment of subscribers who are wine enthusiasts send them emails promoting your wine dinners or specials on your wine list by doing so you're making them feel special and showing them that you value their patronage segmentation is really a special ingredient to a successful email campaign and by slicing and dicing your email list and customizing your content you'll serve up emails that are more relevant and engaging to your subscribers next I'll talk a little bit about tracking and analyzing your email campaigns tracking and analyzing your email campaigns is crucial to understanding how your subscribers are engaging with your content by keeping a close eye on metrics you can adjust and improve your campaigns and improve their effectiveness the importance of tracking results don't Wing It tracking your email campaign results is important because it allows you to see how well your emails are performing without tracking you're essentially winging it and just hoping for the best by tracking your metrics you can make data driven decisions and adjust your email campaigns for Maximum Impact there are several ways that you can track when it comes to email campaigns there are a few things to keep an eye on first is your open rate this is the percentage of subscribe fibers who have opened your email the next thing you want to take a look at is your click-through rate also called CTR this is actually the percentage of subscribers who clicked on a link within your email next is your conversion rate this is the percentage of subscribers who took a desired action such as making a reservation or placing an order so not only did they click the link but they actually took the action on the other end the last thing that you want to look at is your unsubscribe rate and this is the percentage of subscribers who unsubscribe from your email list using your email marketing software to track these metrics and monitor your results over time is a smart thing to do so once you have tracked your metrics it is time to adjust your email campaigns based on your results if your open rate is low try testing different subject lines or pre-header text to see if you can improve it if your links are not getting clicked try to add them more prominently or changing the placement of your list don't be afraid to mix things up and try new approaches by testing and tweaking your email campaigns you'll find The Sweet Spot that resonates with your subscribers and drives results tracking and analyzing your email campaigns can seem daunting but with a little practice you'll be slicing and dicing and analyzing your results like a pro last I have a few tips and tricks successful email marketing campaigns for restaurants and you can't go wrong with these now that you know the basics of email marketing for restaurants it's time to take things to the next level here are some tips for creating successful email campaigns that will help you drive more business to your restaurant first let's talk about timing and frequency of emails when it comes to sending emails timing and frequency are key you don't want to inundate your subscribers with too many emails but you also don't want to go radio silent for too long so how many do you send well a good roll of thumb is to send emails once or twice a week at most and to send them at a time when your subscribers are more likely to be checking the their inbox and you can use your analytics to see when the boast opens happen next you can use incentives and promotions you can tempt them one of the best ways to entice your subscribers to open your emails is by offering incentives and promotions whether it's a discount on their next meal or a free dessert offering you can give them a little something extra that will go a long way to drive business to your restaurant just make sure you want to include clear instructions on how they can redeem the offer next is mobile optimization with more and more people checking their emails on their mobile devices it's very important to ensure that emails are optimized for mobile this means using a mobile friendly template and keeping your content concise and easy to read on a small screen next is a b testing a b testing is a powerful tool that allows you to test different versions of your email campaigns to see which one performs better for example you might test two different subject lines or two different calls to action to see which one generates more clicks and by testing and tweaking your campaign you can continuously improve their effectiveness and by following these tips you'll be well on your way to creating a successful email marketing campaign that drives more business and gets more butts and seats in your restaurant and remember email marketing is a marathon it is not a Sprint it takes time and effort to build a strong email list and create effective email campaigns but the rewards are well worth it email marketing truly is a recipe for success for restaurants looking to reach more customers and drive more business with a little time and effort you can build a strong email list and create an effective campaign that will bring more customers through the doors and if you're ready to take your restaurant to the next level consider joining the smart Arsenal where we have a community of Savvy restaurant owners and entrepreneurs who are committed to mastering their email marketing and growing their business as a member you gain access to exclusive trainings resources and support from fellow entrepreneurs so what are you waiting for let's start building your email list today and remember you don't need crazy Tech skills buckets of cash or a dedicated staff to Market your business in fact you don't even need a lot of time what you need is to be smart and email marketing is smart for your restaurant foreign