Is your restaurant prepared for marketing in 2015? In this quick tutorial, we'll walk you through how to set up an email marketing program that brings guests in and keeps them coming back. Resulting in more money for your restaurant!

2. Today we are going to cover:
• Why email marketing?
• Best practices
• Getting started
• 5 ideas to implement in January
• Open up for Q&A
Overview

3. 1000 people on
your list
Why Email Marketing?

4. 20% open – 200 people
Why Email Marketing?

5. 15 take you up on the offer
Why Email Marketing?

6. Average 3 seats/group
45 extra people in your
restaurant
Why Email Marketing?

7. HUGE ROI
Expected to generate an ROI of
$42.08 for every dollar spent
Why Email Marketing?

8. Top 4 reasons for using email:
• Build a community
• Increase guest loyalty
• Stay top-of-mind
• Stay ahead of your competitors
Why Email Marketing?

9. 91% of consumers check
their email daily!
How do you ensure they read your emails?
Why Email Marketing

10. Key components to success:
• Deliverability
• Open Rate
• Click-thru rate
Best Practices

11. SPAM Compliance
• Opt in
• Relevance
• Required for each message:
• Your physical address
• Opt out link
Best Practices - Deliverability

12. Can expect a 20-40% open rate.
3 Key Components to Open Rate Success:
• From Address
• Subject Line
• Day & Time
Best Practices – Open Rate

13. From Address:
• The restaurant name – Bob’s Grill
• A well known employee – Chef Bob Smith
• Avoid – info@, contact@, etc.
Best Practices – Open Rates

14. Subject Line:
• Keep it enticing:
• Tonight only, <insert live band>!
• It’s here! The Christmas Ale Takeover
• Kendra, welcome to our VIP program
• Score Cardinals tickets!
• Avoid: Free, $$
• Also avoid: !!, ALL CAPS
Best Practices – Open Rates

15. Day & Time:
• Test
• Analyze
• Base it around your schedule
• Data shows:
• Tuesday & Wednesday morning
Best Practices – Open Rates

16. • Based on the number of
opens who click
• Important for events
and specials where you
want them to take
action
• Also for social media
engagement
Best Practices – Click Rate

17. YOU NEED A PLAN!
Getting Started

18. Getting Started
Game
Game
Game Game
Game
New Years
Day
Billiken
Game
Day
Specials
Glazed Donut
Announcement
Band & Drink
Special
Announcement
Soup
Month
Specials
Hangover
Brunch
Game Game
Glazed
Donut Day
Martin
Luther
King Day
Billiken
Game Day
Specials
Live
Music
Soup Month
Band & Drink
Special
Announcement
Live
Music
Wing eating
contest – Hot &
Spicy Day

19. Best Practices:
• Match your brand
• Prominent Logo
• Easy to read fonts and
colors
• Real images
• Mobile Friendly
Getting Started - Design

20. Canva – Canva.com
• Lots of predesigned images and templates
• Free, unless it’s a stock image
Eateria – myeateria.com
• Predesigned templates
• Input text and pictures and you’re done!
Design - Resources

21. Avoid large images:
• Can get caught in SPAM
• Might not download when opened
Best practices:
• Use an html template w/mix of images & text
• Include 1-2 links or CTAs
Getting Started - Content

22. Creating a VIP Program:
• Initial offer to get their contact information
• Autoresponders for birthdays and
anniversaries
• Exclusive offers for your VIP group
Loyalty Marketing

24. Idea #1 – Gift Card/BOGO

25. Idea #2 - Events

26. Idea #3 – New Year, New You!

27. Idea #4 - Specials

28. Idea #5 - Contests

29. eateria 2015 Food Holiday Guide
bit.ly/2015food

30. myeateria.com
eateria Demo

31. - Check out our blog: eateria.org/blog
- Follow us on twitter: @myeateria
- Attend future webinars!
- Call or email:
- 630-592-8333
- kendra@myeateria.com
Conclusion