Do you want to draw in new customers while holding on to return guests? Loyal customers are always worth more to a restaurant than new leads, and behavioral email marketing can increase that loyalty when done well. Building trust with your customers through tailored, personal, and relevant interactions has proven successful in driving sales, and behavioral marketing is a great avenue to develop that relationship. By using restaurant marketing to create more committed customers, you’ll increase that all-important repeat business and bottom line: a Return on Investment (ROI).
Wat is e-mailmarketing op basis van gedrag precies?
Behavioral email marketing engages with your customers by sending hyper-relevant triggered emails based on previous interactions with your brand. You may have seen emails that ask you to leave a review of a recent purchase or present coupons for your birthday: that’s behavioral email marketing. It effectively combines three powerful tools to enhance your restaurant marketing strategy: relevance, real actions, and context. It also helps to increase engagement with your restaurant brand.
The strategy uses data like past customer purchases, personally significant dates, and recent searches. Behavioral email marketing utilizes relevance and personalization to increase engagement and interest. Recent research found that customers open behaviorally-targeted emails four times more often than generic ones.
5 voorbeelden van gedragsmarketinge-mails die echt werken
The key to a successful behavioral marketing strategy is to send emails that react to current customer behavior. You can build on your restaurant marketing methods by reaching customers at a point that’s valuable and relevant to them. This relevance increases engagement and, ultimately, sales.
Emailing a new customer, introduces your mission and story, and tells them what to expect from you. Furthermore, these welcome emails start the engagement process immediately. You can also email a coupon or special offer to capitalize on their recent purchasing behavior, fostering customer loyalty. There are many solid guides to writing an effective welcome email for your restaurant, so research best practices for engagement.
Verjaardags- of jubileumwensen sturen vóór het evenement
Door je klanten te vragen naar hun speciale data, zoals verjaardagen of jubilea, kun je tijdig e-mails versturen. Deze e-mails kunnen aanzetten tot een restaurantreservering of een coupon bevatten die je kunt uitgeven als verjaardags- of jubileumcadeau.
Een herinnering voor een achtergelaten winkelwagentje
Use the clear purchasing intention of an abandoned shopping cart by reminding customers that they haven’t checked out. You can also ask if they need advice, highlight the benefits of the product, or offer a discount to close the sale. Abandoned cart emails have proven up to 19 times more effective than generic emails.
In contact komen met gasten die je een tijd niet hebt gezien
Restaurants can encourage loyalty by reaching out to guests that haven’t visited recently. A triggered email can encourage them to purchase a restaurant meal or sample a promotional menu item. These contacting methods work exceptionally well if you use personal data to make them relevant.
Nauwkeurige gegevens vastleggen om uw klantreis te begeleiden
Behavioral marketing only works with useful data behind the strategy, so it’s vital to capture it accurately. Use reliable Point of Sale (POS) systems in your restaurant to collect customer contact information, like email addresses, correctly. Some services that will help you capture email addresses through website contact forms, check-outs, WiFi log-ins, and opt-ins to online newsletters. Collecting data like a customer’s important dates, web page views, and searches will strengthen your ability to create personalized emails.
You’ll need to segment and analyze that data. Doing so will ensure your emails are always relevant, increasing ROI and engagement. Segmenting will also help guide your customers through the sales journey, responding to their behaviors. This approach ultimately achieves higher sales and guest satisfaction.
Gedragse-mails kunnen de problemen van traditionele e-mailmarketing oplossen
Personalizing your marketing activity based on customer behavior is powerful, and taps into their need to feel valued as individuals. Traditional, mass-market emails feel generic, and unfortunately, fail with low click-throughs, and high unsubscribe rates. Personalized emails overcome these challenges. These messages ultimately increase open rates, click-through rates, and achieving a measurable ROI. Accurately segmented, targeted marketing emails will increase subscriber retention rates as well, vital for developing lasting customers.
Gebruik e-mailmarketing op basis van gedrag om een loyalere en waardevollere klantenbasis te ontwikkelen
Behavioral e-mailmarketing heeft bewezen terugkerende klanten en een waardevolle basis te creëren. Reageren op het gedrag en de behoeften van individuele klanten is essentieel. Deze marketing zorgt ervoor dat ze zich gewaardeerd voelen als klant en, nog belangrijker, creëert klanten die je kunt begeleiden bij toekomstige aankopen.
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