Email Marketing to Increase Sales & Guest Loyalty Presented by Fishbowl
Fishbowl Cocktail Facts• 12 years old, 140+ employees- Alexandria, VA based• The leading provider of on-demand marketing software and services to the restaurant industry• Serving over 40,000 restaurant locations• Managing an opt-in member database of over 85 million guests• More than 2 billion email messages distributed annually• Technology and services designed specifically for the restaurant industry• Chosen partner of leading organizations in the restaurant industry…
Agenda• Why Email?• Growing Your List• Elements of a Successful Email Program• Create Loyalty• Campaign Opportunities• Local Store Marketing• Integrating Social Media• Tracking & Measuring Results• 10 Tips to Walk Away With
Why Email Marketing?• More than 204,000,000 Americans use email regularly -Pew Internet & American Life Project & Google Public Data (April 2010)• 86% have given their email to a retailer• $43.52 returned for every dollar spent in 2009 -Direct Marketing Association (2009)• Email IS Mobile• 75% of daily social media users said email is still the best way for companies to communicate with them. - Marketing Sherpa (2010)• “41 percent of consumers surveyed by the NRA say they choose new restaurants because of e-mail promotions... ” -National Restaurant Association (2010)
Common Questions • How do I build a list? • What kind of messages should Build, Send Offers, I send? Manage, & Grow Email Lists Menus, Specials, Events • How often? • What works best? Track Campaigns for Delivery & Customer • How do I measure results, ROI? Engagement • How do I manage all of this!!!!
How To Grow Your Lists – In Store • Paper Sign Up Slips • Staff Engagement & Incentives • POS Materials • To-Go Bags • Window Clings • Placemats • Staff Buttons
How To Grow Your Lists – Online • Website Join Form • Social Media Sites • Contests/Sweepstakes • Forward to a Friend • Online Reservations • Online Ordering
How To Grow Your Lists – Other Sources• Public & Charity Events• Mobile Phone Applications• Loyalty Cards• Flash Buying Sites
Elements of a successful program Mix of 3 elements: Brand, Community, Loyalty 2-3 Loyalty “gifts” annually to drive enrollment and baseline ROI (ex: BOGO entrée gifts on Welcome, Birthday, Anniversary) 12-18 brand and community messages per year 1-2 other “Surprise” offers, usually one-day offers = Total of 18-24 communications per year
“But I hate to discount”…. Offer isn’t perceived as a coupon when it... – is a “Thank You” gift – Uses humor – Promotes a cause
Case StudyBirthday Promo• 13,563 members in database• No-strings attached Birthday Gift• 40% redemption rates (versus 8-12% Fishbowl average)• Results: $200,000 in directly attributable sales• …plus great goodwill and lots of new diners
Campaign Opportunities Use consistent messaging with a good mix of emails: • Restaurant News • Last Minute Special Events • Theme Dinners • Kids-Related • In-Store Events (music, trivia) • New Menu / Recipes • Community Related Events • Gift Card Sales • Holiday / Seasonal Events • Viral Marketing
Target Your Best GuestsIntegrate your email program with local online reservation solutions to increase recognition, results, measurability – “Click here to book your birthday dinner—and gift from us” – Create other promotions for holidays, slow dayparts Seamless software integration with “Reserve Now” button
EVENTValentine’s Day lunch and dinner specialmenusPromoted with 2 emails to list of 3,905members.Included link to reserve onlineRESULTS23% open rate, 149 click-through’sSold out entire restaurant
Have Fun! SMOOCH YOUR POOCH! Stop in any Wednesday in April with your dog to get a free large cheese pizza. No Dog? Bring your significant other pet* You may be required to kiss that animal on the lips to prove that significant other pet is really yours.
Is email really Social? Mobile Devices New Media Marketing Social Email Media How are people sharing?
Word travels fast in a social world Foursquare Facebook • Customer "checks" • How’s this for a • Tax day fatigue? in with your tax deduction--- Come in 4/15 for restaurant, finds out $10.40 off a check of about promotion take $10.40 off $20 or more. and this is broadcast your check, April Restrictions apply. 15th only! Alcohol to their social Just show your network (Facebook, & gratuity not Tweet to your Twitter) which in incl, min purchase server! turn advertises your of $20 required. venue to his or her One-time offer. friends, gaining Email Mention you read this on exposure to even more people. Facebook! Tweet
Connecting Facebook Fans to Email databases User Signs In Responds Becomes and a Fan Shares Fan Signs Receive Up for Status Updates E-club
Turn Your Customers into PromotersSocial Sharing Links:A simple click of the Facebook sharing button,inserted into your restaurant’s emails, andrecipients can promote your restaurant’smessages to their friends across the Facebook network. The average social media user has nearly 200 friends with which to share your restaurant’s messagesFacebook Stats:The average Facebook user has 120 “friends,” and theircommunications pack the power of a personal referral –not advertising clutter.
Deliverability • Ensure your provider is “Whitelisted” or “Sender Score Certified” • Avoid over messaging • Avoid large images in the body and large attachments • Avoid Spam Filter Triggers in the body/ subject line, such as: • Free, f r e e, weight loss, $, debt, Claim, earn, Hot, juicy • Practice Confirmed Guest Opt-in or Double Opt- in
Measure your Results• Analyze and evaluate the success of your marketing• Improve effectiveness through measurement and testing• Compare your performance to industry benchmarks• Share campaign results with your staff• Gain in-store and online feedback from your guests
All-In Per Store ROIAssumptions:Table-service, $16 PPA x 2.5 guests = $ 40 average check per table2,000 list members per store; 3 loyalty gifts (Welcome/Anniversary, B-day, Survey)$ 9 avg. discount, 10% average redemption, 40% direct costs, 20% cannibalization per store, full year: loyalty gifts only +1 visit/yr loyalty gift redemptions 600 600 additional undiscounted visits 0 2,000 total “program” visits 600 2,600 (x) check average = Added Sales $ 24,000 $ 104,000 (-) 20% cannibalization on offers (4,800) (4,800) (=) Net incremental sales $ 19,200 $ 99,200 (-) All discounts (600 x $ 9) (5,400) (5,400) (-) 40% direct costs (on incremental sales) (7,680) (39,680) (=) Added Profit before program costs $ 6,120 $ 54,120
10 Tips to walk away with• Build your list through multiple channels• Create fun and interactive emails• Emphasize your brand personality• Be open and responsible• Manage the frequency• Don’t be Boring!• Shape the customer experience- Provide ROI• Integrate with social media• Measure and share your results• Create Loyalty- Current guests are best source of new guests