There seems to be some interest in NextStage's research on effective email newsletters. Case in point, I was asked how restaurants could use email newsletters to drive business. Well, it so happened that part of our research dealt with just this issue. Email newsletters can benefit the restaurant industry and like everything else, it depends on the market a restaurant is addressing.
Here's some basics for those in the business:
- A restaurant catering to the business crowd and who knows their clients use pdas/smartphones/etc should send them an email with pictures and descriptions of lunch specials about 10:30am.
- Restaurants with a regular, upscale clientele should do regular emails and make sure there's something socially noteworthy in each one (along with excellent graphics, etc.). Something socially noteworthy would mean an event being held at the restaurant (to which the clientele is invited, of course), wine-tastings, special meals with a social or seasonal theme.
- Sportsbars can also benefit from using email newsletters to keep up touchpoints with regular and new patrons. Special sports related parties, appearances by local/regional/national sports authorities/heroes, etc. These also need a time kicker, an "Act now to meet..." or "First come first serve" type of thing.
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Links for this post:
- "Exclusive Data: How to Design Your Newsletters - 5 New Action Charts"
- Email Newsletters, Anyone?
- Designing an Email Newsletter for Maximum ROI (for pay paper)
- New Communications Forum 2008 22-25 April 08 in Sonoma Valley, CA
- SUNY Marketing Professionals Conference at the Fashion Institute of Technology in NYC, 11-13 June 08
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