Does your website support online ordering? How about catering? Lauren Sadlon explains in this webinar how to optimize with email marketing. View the presentation here for full commentary: http://www.fishbowl.com/index.php/about/resources/driving-online-ordering-catering-sales-using-email/

1. Driving Online Ordering and Catering
Sales Using Email
Best Practices and Practical

2. Welcome to a Fishbowl Best Practices Webinar
Hosted by:
Lauren Sadlon
Managing Consultant

3. You’ll Get Great Tips for..
• Converting Online Ordering and Catering customers
into engaged eClub members
• Optimizing your eClub to increase Online Ordering and
Catering sales
• Q&A
3

4. Online Ordering, Catering and Email Should Work Together
Online Ordering and
Catering touchpoints used
to promote eClub
Behavioral and preference data
collected & stored for ongoing use
eClub used to create
awareness of Online Ordering
and Catering benefits
Targeted eClub messaging drives Online Ordering and Catering transactions

5. Job #1 Is Building Your Overall Email List
•
Use every available touchpoint (sign-up slips, OLO, text-to-join, POP, etc.)
•
Establish short, medium and long-range goals for eClub members
generated through OLO and Catering 2014 Goal : 2,000 new members!

6. Converting OLO guests into engaged
eClub members

7. Include an eClub message with every OLO communication
• Interior and exterior merchandising
• In-store signage
• Catering manager outreach
• Cold calls
• Opted-in lists from events
• Packaging
• Boxes
• Bags
• Stickers
• Order pickup & delivery
• Receipt messages
• Bag-stuffers
7

8. Add a strong eClub “invitation” to your OLO process pages
• Visually appealing
Finalize Your Order
• Prominent but not obtrusive
Please enter the required information and submit your order
Your Contact Information
• Interactive elements
•
Banner ads
•
Pop-ups
•
*FIRST NAME:
Animation
*LAST NAME:
*CONTACT PHONE:
*EMAIL ADDRESS:
For great promotions and offers, join our E-mail Club today!
*ZIP CODE:
*BIRTHDAY:
*FAVORITE LOCATION:

9. Optimize your acquisition approach to reach the OLO user
• Creative that speaks directly to OLO members
• Specially optimized for mobile (unique join page)
• Captures the input information for future segmentation
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Technology Ownership
OLO Users
Non Users
Cell phone
Smart phone
Laptop
Tablet
SOURCE: The Current State of Online Food Ordering in the U.S. Restaurant Industry - Cornell Hospitality Report – May 2011

10. Optimizing your eClub to increase
Online Orders

11. Target the right OLO message to right person at right time
Combine collected preference data with past OLO and eClub behavior to develop
segments and messaging strategies
• Order History
• Frequency
• Consistency
• Order Type
• Individual meal
• Catering
• Office
• Institution
• Home
• eClub engagement
• Opens
• Clicks
100
90
Frequency of Ordering by Dining Occasion
80
70
60
50
Infrequent
40
Occasional
30
Frequent
20
10
0
Business
Special
Romantic
Social
Don't Want
to cook
SOURCE: Customer Perceptions of Electronic Food Ordering - Cornell Hospitality Report – May 2011

12. Integrate OLO into your eClub messaging strategies
Optimize your email Campaigns to Drive OLO Awareness and Transactions
• System-wide Communication
• Full list campaigns
• Targeted segments
• Message versioning
• Triggered Mailings
• Local Store Marketing Efforts
12

13. Develop Targeted Campaigns with Dedicated OLO Focus
• Include discounts and promotional offers to
promote OLO trial and frequency
• Coordinated with national messaging calendar
• Unique offers for Online Orders
• Provide code for use by Online Orderers
• OLO call-out in navigation bar
13

14. Create a Specific Plan for OLO Message Delivery
• Adapt send days/times to brand needs and member behavior
• Lower volume days of week
• Pre-meal period
• Location Targeting
• Alternate version for locations without online ordering

15. Trigger Communication to Reach Defined Targets
Use automated messaging to target Audiences based upon previous action
• Welcome Message
• Create Welcome for members with an OLO input source
• Thank you Message
• Thank members for recent order
• Acknowledge heavy OLO users and send offer for next order
• Miss You Message
• Reach out to members who lapsed online orderers
• Send offer for next order
• Communicate upcoming event (i.e. we know you ordered last
year at this time)
• Survey
• Ask members for feedback on recent experience
• Thank them for providing feedback with an offer
• Office & group orders
• Target members who frequently place large orders.

16. Converting Catering customers into
engaged eClub members

17. Use All Catering Touch Points
• Opt-in box on Online Ordering check out page
• Interior, exterior and digital merchandising
• In-store signage
• Opted-in lists from events
• Catering manager outreach
• Cold calls
• Packaging
• Order pickup and delivery
• Receipt messages
• Bag-stuffers

18. Invite Past Catering Customers to Opt-In
• Send a one-time opt in mailing to past
catering customers
• Call-to-action is to join eClub
• Give them a special gift for joining
• Once they opt-in, add past order history to
catering database

19. Positioning your eClub to drive
Catering Orders

20. Customize Campaigns To Emphasize Catering
• Unique contests and promotions for OLO
• Customized call-to-action
• Re-Targeting past patrons
• Promote catering for upcoming “holidays”
1 week – 1 month out:
• Sports Parties (NFL playoffs, basketball
tournaments, Olympics)
• Graduation
• Cinco de Mayo
• 4th of July
• Night before Thanksgiving
20

21. Optimize Messaging Design for Mobile
Fishbowl Client Example: % of Messages Viewed on a Mobile Device
53%

22. Strive for Subject Lines That Grab Attention
• Short and informative (make each word count)
•
Front load the most important/enticing content
•
Even shorter for mobile
Specially Priced Holiday Catering Offer
• Personalization and symbols may improve performance
•
Always follow best practices
• Test, test, test!
•
Find what entices your customer to OPEN
•
Monitor results and adapt your strategy as you see patterns change

23. Use Local Store Marketing Tools Where Possible
Communicate to potential Catering Buyers at the Local Level
• Create template to promote catering (and
online ordering)
• Promote office parties to members whose
information was collected via cold-calling
and/or by collecting business cards
• Identify your catering buyer based upon past
purchases
23

24. Questions?
Thanks for your time!