Part 5: Email Newsletters to Send
Most restaurant owners understand that effective communication with their customers is critical. However, many struggle with the sources and methods to keep their patrons informed and engaged. The digital age demands more than just a TikTok video or an occasional Instagram story. It calls for a comprehensive email marketing strategy.
So, what types of email newsletters should you be sending to keep your audience engaged? How can you optimize your email campaigns to drive more business and strengthen customer relationships?
In this article, we’ll explore:
- The importance of email marketing in the modern restaurant
- Different types of email newsletters you can send
- Examples of successful email campaigns
- Best practices for creating impactful email newsletters
- How to automate and streamline your email marketing
The Importance of Email Marketing in the Modern Bakery
Email is the most direct line to your customer outside of a face-to-face conversation. While social media algorithms can limit your reach, email comes with the guarantee that your message lands directly in your customer’s inbox.
With email marketing, you can:
Build Stronger Relationships
Regular communication helps your customers feel connected to your brand. Through thoughtful and personalized email content, you demonstrate that you value their patronage and keep them informed about your latest offerings.
Increase Customer Retention
Email newsletters keep your brand top-of-mind for your customers. Whether it’s by announcing a new menu item, sharing a special promotion, or even celebrating their birthdays, emails create touchpoints that encourage repeat visits.
Drive Direct Sales
Promotions and special offers sent via email can prompt immediate responses. Whether it’s a limited-time discount or a pre-order opportunity for a special event, emails can drive direct sales like no other marketing tool.
Different Types of Email Newsletters You Can Send
Emails You Can Automate
Welcome Series
The first impression counts, even in emails. Use a welcome email series to introduce new subscribers to your brand, story, and what they can expect from your newsletters.
Start your welcome series with a confirmation email after a user signs up for your newsletter. In this email, introduce your brand briefly and include the coupon offered as a sign-up incentive. Follow up by highlighting your menu, showcasing popular items, and promoting key offerings such as your catering services and loyalty programs. Here’s an example of an email from Lenore’s Bagels explaining why their bagels are different:
Transactional Emails
These automated emails confirm actions taken by your customers, such as receipts, catering order confirmations or loyalty point updates. Transactional emails not only provide necessary information but also offer additional touchpoints to communicate and engage with your customers.
Requesting Reviews
Did you know online reviews are crucial for getting discovered in Google (local SEO), and inspiring new customers to try your desserts? Encourage your satisfied customers to leave reviews on platforms like Google, Yelp, and TripAdvisor. Make it easy by providing direct links and clear instructions–especially if you operate multiple locations.
Birthday Emails
Celebrate your customers’ birthdays with personalized offers. Whether it’s a free donut, coffee or a special baked good, birthday emails not only make customers feel appreciated but also drive visits and sales. Think about it: if you got a free coffee wouldn’t you also grab a cookie while you’re there?
Re-engagement Campaigns
Win back lapsed customers with targeted emails. Offer them a special discount or highlight what’s new since their last visit. Similarly, re-engage inactive email subscribers by inviting them to confirm their continued interest in your newsletters.
Emails That Require Custom Content
Ongoing Newsletters
Keep your subscribers in the loop with regular newsletters. These can include updates on new menu items, special promotions, event announcements, and community involvement efforts. Make it about more than just your bakery – share stories and news that will resonate with your audience.
Special Announcements
For big news or significant events, a dedicated email announcement can be more impactful than a brief mention in your regular newsletter. Showcase your special offers, such as a donut and beer tasting event, rolling out a subscription program, or free shipping for national delivery. Highlighting these special news items can drive higher engagement.
Team Spotlights
Humanize your brand by featuring your team members. Spotlight your employees, share their stories, and highlight their contributions or favorite menu items. This fosters a sense of community and loyalty among your customers.
Behind-the-Scenes
Create exclusive content about how something is made, share recipes, food and beverage pairing recommendations, where you source your ingredients, and the inspiration behind your flavor combinations. Customers appreciate knowing the quality and thought that goes into your bakery items.
Catering Promotions
Highlight your bundles, custom options, and past successes with photos and testimonials. You can also run contests to generate interest and gather leads for potential catering clients. This tactic works particularly well for corporate catering giveaways, which provide a higher ROI than social catering events like a birthday party.
Best Practices for Creating Impactful Email Newsletters
Keep it Relevant
Ensure your content is aligned with your audience’s interests and preferences. Use customer data to personalize messages and offers.
Be Consistent
Maintain a regular email schedule so your audience knows when to expect your newsletters. Frequency depends on your brand and audience, but aim for at least once a month and no more than once a week.
Design for Mobile
Ensure your emails are mobile-friendly. Most people read emails on their phones, so a responsive design is crucial for readability and engagement.
Include Clear Calls-To-Action
Make it easy for your readers to take action. Whether it’s visiting your website, placing an order, or following you on social media, include clear and compelling calls-to-action. Aim for no more than two CTAs per email.
Measure and Optimize
Track your email performance metrics, such as open rates, click-through rates, and conversions. Use this data to refine your content and strategies continuously.
Final Tip
Unlock the full potential of email marketing for your restaurant by incorporating strategies and best practices from the entire series. Stay connected with your customers, drive engagement, and ultimately, grow your business.
Automation features can save you time and ensure consistency with your email marketing. Start simple with a single welcome email for new subscribers or transcational (receipt) emails, and then graduate to more complex series and personalized content. Automation allows you to focus on crafting compelling, newsworthy content while ensuring your audience receives timely and relevant messages in the background. But the important thing is to just get started.
Happy emailing!
Need help?
If you’re ready to improve your email marketing game, but not sure where to start, I can help. Start with a one-hour coaching session where we go over whatever element of email marketing you’re stuck on, or invest in packages for a welcome sequence or monthly maintenance. Email info@donutdigest.com for more.
