Marketing a small business in today’s world has become a lot more complex as more and more companies rely on new technology to promote their brand. Unlike larger companies with sizable marketing budgets, small businesses often don’t have access to the resources needed in order to create broad marketing campaigns to reach new customers. This can leave many small businesses with limited means to properly promote their business and sustainably increase their market share. However, one way restaurants and bars can help even the playing field is through the use of personalized email campaigns.
Email marketing is exactly what you would think: a marketing strategy that involves sending promotional emails to your target audience. This is a great way to convert potential customers into patrons and increase loyalty among your regulars. Most email marketing campaigns involve sending your audience some sort of weekly newsletter about upcoming events, deals for customers, and other promotional information relevant to your business.
The Power of Personalization
Email personalization involves targeting a campaign towards a specific subscriber using information that you may have about them such as their name or where they live. Personalizing your email marketing campaign helps to increase open rates on emails, which in turn helps drive revenue.
There are three main reasons why personalized email campaigns are seen as better avenues for promotion when compared to a generic email marketing strategy:
1. More Clicks
By using email personalization, your message is more likely to stand out in a user’s inbox because the content is tailored specifically for them. Think of all the junk emails you receive on a daily basis that get ignored or deleted without a second thought. Personalizing your emails for the individual you’re sending it to is a great way to circumvent this issue and encourage a higher open rate on your emails, which in turn helps boost customer engagement with your business.
2. Build Loyalty
Tailoring your email marketing campaigns to each individual in your target audience is also a great way to build loyalty among your patrons. No one wants to feel like just another customer, by personalizing your email campaigns you can show your guests that you care about them as individuals rather than just their business. Moreover, your patrons will appreciate information relevant to their specific interests, which further increases customer engagement.
3. Develop Your Brand
Beyond the connectivity a personalized email campaign can create between you and your patrons, it can also give your business the opportunity to develop and expand on your own unique brand. Every email in your campaign is a chance to both develop your brand and to cement it in the mind of your audience. It is important to stay consistent with your brand identity however, as mixed messaging regarding your brand can lead to brand dissonance.
Did you know that, on average, the typical American sees up to 10,000 ads a day? With so much content and information at our fingertips on a daily basis, we often only pay attention to what we see as relevant to us and ignore or dismiss everything else. This is why personalized email marketing campaigns have become crucial for small businesses today, as they often can’t afford to waste time or money on promotional messages that go overlooked.
Interested in improving how you promote your restaurant or bar?