Email Marketing Best Practices
October 2007
By Kelly Morgan, Fishbowl Marketing
Email has become such an integral part of our lives that using it as a restaurant marketing tool is a no-brainer. These best practices can move your customers from behind the desk chair to your seats for less money than other marketing strategies.
To start, you need to know about SPAM, the law and your customers. SPAM is unsolicited email that usually boasts illegitimate offers. The CAN Spam Act of 2003 requires unsolicited emailers to provide an opt-out mechanism, a valid subject line and a legitimate physical email address to their recipients. To avoid legal concerns, use a permission-based email campaign to target your customers. Provide online and in-store signups for your customers, gaining permission to gather their personal information. This allows the offer to be more relevant and set yourself apart from spammers.
Once customers have opted-in, create subject lines for your messages that creatively entice and reward them. After all, this is a medium millions of people interact with every day, so make it pop. These are the first words your customers see. Clearly indicate who you are and what you are offering in a catchy way. Customers know you aren’t spam and will eagerly click through.
Another key to email marketing is using unsuspicious sender addresses. Again, if your customers recognize you, they are more likely to click through, thus saving you from the spam and trash folders. Also include your restaurant’s main address and phone number. If your customers have any questions, regarding your restaurant or your offer, you can easily be reached.
Finally, make email content worthwhile. Take full advantage of their attention and offer something substantial-free appetizers, seasonal promotions or event invitations. Be creative and concise, emphasize with words, not spam-worthy capital letters, exclamation marks or excessive dollar signs.
Ultimately, practice makes perfect. Email marketing is no exception. In 2005, email returned an impressive $57.25 for every dollar spent on it, proving that this tool really gets results. Use these best practices and maximize your return.
For more information, contact Fishbowl Marketing at 800-836-3421 x 130 or visit www.fishbowl.com.
