How leading restaurants are personalizing email marketing at scale

The following is a guest post from our friends at Venga.

Today’s diners crave personalization throughout their experience with a restaurant. Whether it’s welcoming a new diner by name, or remembering the favorite dish of a regular, recognizing the individual needs of guests increases satisfaction and builds loyalty.

The opportunity to personalize for diners doesn’t stop once they’ve paid the check. Restaurants can bridge the in-restaurant and online experience through targeted email marketing. Because not all contacts on an email list are the same, and providing them with the same email content is a missed opportunity for restaurant marketers.

Instead, tap into your guest data to power relevant engagement at scale. With Venga and Emma, restaurants are able to create personalized and dynamic database segments based on menu item purchases, loyalty, and visit frequency. Once identified, restaurants watch their audiences continue to grow as Venga syncs new OpenTable contacts nightly.

These targeted campaigns have proven to be both creative and powerful. Here are some of the interesting ones we’ve seen:

 The Palms targeted ads

The Palm’s We Miss You Campaign 

​– Based on past visit history

– Generated $40.2k in ROI

Patina's soft shell crab campaign

 

Patina’s Soft Shell Crab Campaign

– Based on menu item

– Generated $14.9k in ROI

 

Consolidated Restaurant Operations’ Mother’s Day Campaign

Consolidated Restaurant Operations’ Mother’s Day Campaign

– Based on past visit history

– Generated $16.8k in ROI

 

We know just how successful these campaigns have been because of our ability to track the ROI of each campaign, including who came back, how many covers were generated, and how much money was actually spent. Overall, targeting specific segments meant higher open rates, more responses, and more revenue generated.

Ready to try this powerful integration for your restaurant?

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