2. Kendra McClanahan
Marketing Manager
Introduction

3. 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

4. 1000 people on
your list
Why Email Marketing?

5. 20% open – 200 people
Why Email Marketing?

6. 15 take you up on the offer
Why Email Marketing?

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

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

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

10. 91% of consumers check
their email daily!
How do you ensure they read your emails?
Why Email Marketing

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

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

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

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

15. 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

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

17. • 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

18. YOU NEED A PLAN!
Getting Started

19. 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

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

21. 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

22. 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

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

25. Idea #1 – Gift Card/BOGO

26. Idea #2 - Events

27. Idea #3 – New Year, New You!

28. Idea #4 - Specials

29. Idea #5 - Contests

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

31. Thank you for attending today’s webinar!
WEBINAR SPECIAL
1 Month of eateria’s services for $1.99
Login at myeateria.com
Promo Code: Eat199
Today’s Webinar Special!

32. myeateria.com
eateria Demo

33. - 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