The Email Marketing Guide for Restaurants

In the bustling world of restaurants, customer loyalty and repeat business are the lifelines that sustain growth. One of the most potent tools to foster this loyalty and drive repeat visits is email marketing. At Slerp, we understand that retaining a loyal customer base can be the difference between thriving and just surviving.

 

Why Email Marketing is Essential for Restaurants

 

Email marketing isn’t just about sending promotions—it’s about building a relationship with your customers. A single visit might bring in £20, but a loyal customer who returns regularly could contribute up to £2,000 per year to your business. This underscores the importance of nurturing repeat visits and increasing customer spend with each interaction.

Email marketing offers several benefits:

 

 

Ready to boost your restaurant’s sales and customer loyalty? Here’s how to leverage email marketing effectively with Slerp:

 

1. Build A Customer Email List

 

Creating and growing an email list is the first crucial step in your email marketing journey. This list is your direct link to every customer who has already shown interest in your brand.

 

Leverage Your Existing Customer Database

 

Start with your current POS system. Most systems store customer emails and contact details. Here’s how you can access and utilise this data:

 

Collect Emails with Every Transaction

 

Ensure every transaction—whether in-person or online—results in collecting an email address. This can be achieved by:

If your current system doesn’t support these features, consider upgrading to one that does, as collecting customer emails is fundamental to effective marketing.

 

Incentivise Email Sign-ups

 

Encourage new sign-ups by offering something valuable in return. Here are some effective strategies:

Always provide a compelling incentive, like a discount or a special offer, to motivate customers to share their contact information.

 

2. Utilise a Customer Relationship Management (CRM) System

 

To take your email marketing to the next level, integrate a Customer Relationship Management (CRM) system. A CRM helps you manage and analyse customer interactions and data throughout the customer lifecycle, with the goal of improving relationships and driving sales growth.

 

Benefits of CRM in Email Marketing

 

 

How to Integrate CRM with Email Marketing

 

 

3. Send Engaging Weekly Emails

 

Maintaining a regular flow of engaging emails keeps your restaurant top-of-mind for your customers. Here’s how to ensure your emails are varied and compelling:

 

Welcome Emails

 

Kick things off with a warm welcome email sequence. This is your chance to reintroduce your restaurant, highlight your new online ordering system, and offer an enticing discount, such as 25% off their first order.

 

Weekly Email Types

 

Send a mix of different email types to keep things interesting and prevent unsubscribes. A typical monthly schedule might include:

This variety ensures that your emails are not only informative but also engaging and valuable.

 

Promotions and Special Offers

 

Promotional emails are a powerful way to drive immediate action. Use these sparingly but effectively, focusing on offers that align with your business goals, such as:

Be strategic with your promotions to maintain profitability while attracting more business.

 

4. Create a Comprehensive Loyalty Program

A well-designed loyalty program is a game-changer for customer retention. Here’s how to create a program that keeps customers coming back:

 

Offer Appealing Rewards

 

Encourage sign-ups with an attractive welcome offer, like a 15% off coupon. Maintain engagement by providing consistent monthly discounts and rewards. Focus on cost-effective items such as appetisers, desserts, or non-alcoholic drinks.

 

Keep Customers Informed

 

Regularly update customers on their loyalty points and how close they are to their next reward. Send emails after every purchase with their current point balance and next reward milestone. This keeps the program exciting and encourages frequent visits.

 

Make Rewards Attainable

 

Design your rewards system to offer achievable and desirable incentives. Popular choices include:

Ensure the rewards are appealing enough to motivate customers to keep earning points and returning to your restaurant.

 

Partner with Slerp for Effortless Email Marketing

 

At Slerp, we make email marketing simple and effective with our CRM. Our platform automates your email campaigns, ensuring your messages are always timely, relevant, and engaging.

Ready to see how Slerp can transform your restaurant’s email marketing? Schedule a demo with us today and discover how our CRM can boost online sales

Schedule a Free Demo of Slerp’s CRM

 


By integrating CRM into your email marketing strategy, you’ll not only enhance customer relationships but also drive greater engagement and revenue growth. Let Slerp guide you through this transformation and elevate your restaurant’s marketing game.

In today’s competitive restaurant industry, customer loyalty is more crucial than ever, especially as the market shifts increasingly towards online ordering and delivery. With digital platforms becoming the backbone of restaurant operations, fostering repeat business in a virtual environment requires innovative strategies. Enter the Endowed Progress Effect – a psychological principle that can significantly enhance your digital loyalty programs and boost customer retention.

Understanding the Endowed Progress Effect

The Endowed Progress Effect is a phenomenon where people are more motivated to complete a task when they feel they have already made some progress towards it. Imagine being handed a loyalty card with two out of ten stamps already filled. The sense of a head start increases your motivation to complete the card, making the goal seem more achievable.

Research underscores the power of this effect: customers given a loyalty card with a few pre-filled stamps have an 82% higher completion rate compared to those starting from scratch. This sense of initial progress fuels momentum, encouraging customers to return more frequently to achieve their goals.

Applying the Endowed Progress Effect to digital loyalty programs

As restaurants adapt to the digital era, integrating the Endowed Progress Effect into online loyalty programs can significantly enhance customer engagement and retention. Here’s how you can leverage this principle to boost repeat business through your digital platforms:

1. Kickstart with a Bonus

When new customers join your loyalty program, provide them with an immediate sense of progress. This could be in the form of initial points, stamps, or a complimentary reward. For online ordering, offer a discount on their next purchase or a free item as soon as they sign up. This instant gratification not only delights new members but also encourages them to return to your platform.

Example: Offer a 10% discount on the next online order or a free appetizer for new members who register for your digital loyalty program.

2. Celebrate Milestones

Recognizing and rewarding customers at various stages of their loyalty journey keeps them engaged. Use your digital platform to track their progress and offer rewards after specific milestones, such as the fifth online order or the tenth delivery. These small victories provide frequent incentives to continue engaging with your brand.

Example: After every five online orders, offer a special discount or an exclusive menu item available only to loyalty members.

3. Gamify the Experience

Turn your loyalty program into an engaging and interactive experience by introducing game-like elements. Create challenges, levels, or badges that customers can earn through their online activities. Make their progress visible and exciting, which can significantly increase their motivation to continue ordering from your digital platform.

Example: Implement a tiered loyalty system where customers can unlock different levels and rewards based on the number of online orders they place. Offer digital badges for milestones like “5 Orders,” “10 Deliveries,” and “Top Customer.”

4. Personalise Rewards

Tailor your rewards to individual customer preferences to make the loyalty journey as enjoyable as the reward itself. Use data from their online orders to offer personalised incentives that resonate with their tastes and preferences. This personal touch makes customers feel valued and appreciated, further strengthening their connection to your brand.

Example: Analyse a customer’s past orders and offer personalised discounts on their favourite dishes or suggest new items they might like based on their order history.

The digital advantage: Why digital Loyalty programs work

As restaurants embrace digital transformation, online loyalty programs offer unique advantages over traditional methods:

Conclusion

Incorporating the Endowed Progress Effect into your digital loyalty programs can transform casual diners into loyal advocates of your restaurant. By providing an initial boost, celebrating milestones, gamifying the experience, and personalising rewards, you can significantly enhance customer engagement and drive repeat business. As restaurants continue to go digital, leveraging this psychological principle can give you a competitive edge in the crowded online marketplace.

Embrace the digital shift, and let your loyalty programs propel your restaurant to new heights of customer satisfaction and retention.

To explore how Slerp’s Loyalty can help you implement these strategies and enhance your digital customer experience, click here to learn more!

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