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In a previous post we gave you some of the basics for getting started with an email campaign. As you think about the actual email messages you want to send, you’ll need to put some thought into your restaurant brand and how you communicate who you are, your email marketing goals, and what’s in it for your customer. We’ll cover these points in this post.
Understand who you are
Take some time to think through these questions: Who are we? What customer segment or demographic do we (want to) serve? What do we want to be known for? What is our restaurant’s personality? How do we stand out from the place down the street?
Think of your patrons as people, and think of your restaurant as people who serve people. If your communications convey this sense – people serving people - you’re much more likely to engage and connect with your email subscribers. Everything in your emails – including the style of writing you use - should convey your restaurant’s personality and values.
If creating customer emails isn’t your strength, you probably don’t have to look far to find someone to help. During a quick standup meeting with staff, you could take a few moments to ask the questions listed above. You’ll quickly discover who on your team “gets” your restaurant’s personality. Then sit down with one or two of them and give them the challenge to come up with a couple of emails to see who can convey your restaurant’s personality in writing.
Consistency is one of the keys to authenticity. So remember that conveying your brand and personality covers a lot of touch points. It’s important to have consistency not only in your emails but across media platforms: web site, social media and in-store.
Think like a customer
Think like a customer and not as an owner/operator. Put yourself in the customer’s seat, and consider how you would like to be treated and communicated with. To that end, here are a few guiding principles: