This is an excerpt from our latest guide for restaurant marketers.
Existing customers are one of the largest untapped resources in marketing today. On average, 80% of a business’s revenue comes from 20% of their customer base. So how can you effectively increase the lifetime value of that crucial audience segment?
1. REMOVE FRICTION FROM EVERY INTERACTION
Rather than making a guest seek out your online reservation system, send them some suggested times through email and require just a single click to lock in their spot. The same goes for online orders. The easier it is to do, the more conversions you’ll see over time—especially now that 57% of customers prefer to order their food from a website (Toast Tab).
2. CONSIDER “SUGGESTIVE SELLING”
Instead of asking, “Do you want fries with that?” at the table, use your email campaigns to highlight exclusive or seasonal menu items that’ll up the check. Similarly, offer pairings that will accompany whatever foods they’re typically interested in, whether it’s an appetizer or a particular type of wine.
3. CONNECT THE RIGHT DATA POINTS
When you integrate your email platform with a tool like Venga or Marketing Vitals, you can use point-of-sale data to segment your emails and ensure the right subscribers get the right promotions. For instance, segment out only your big spenders for holidays you know you’ll be booked up, or use consumer habits (e.g. gluten-free diners or wine drinkers) to invite people to exclusive, targeted tasting events.
Interested in more email marketing tips specifically for restaurant and hospitality marketers?
Check out our full guide, "Next-Level Email Marketing for Restaurants: Proven Strategies for Success in the Modern Inbox"!
About the Author
McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.Follow on Twitter More Content by McKenzie Gregory