Let’s say you own a neighborhood restaurant or cafe.
Business is steady. But you know you could be doing more for promotions and customer engagement.
Perhaps you’re taking advantage of new digital media platforms such as social media.
However, somehow, you’ve gone all this time without growing your business using the old-school digital paradigm: email marketing.
Here are 3 reasons you should get started….
#1: Email marketing is cost effective
Despite the growing popularity of advertising on social media platforms such as Instagram, it seems like email marketing is as popular–and effective–as ever.
According to Constant Contact, an EMS (email marketing software), your return on investment (ROI), on average, is $38 for every dollar you spend on email marketing, which has a median ROI of over 120%. [SOURCE]
Furthermore, stats by Constant Contact reveal that people are twice as likely to opt-in for an email subscription as they are to interact and engage on a Facebook page.
#2: Email marketing isn’t dying a slow death
Despite doomsday predictions that emails will die a slow digital death, consumers still check their emails. In fact, over 70 percent of consumers want to receive emails as their primary source of communication from a brand or business.
And according to Statista, the current 3.7 billion email users on this planet will grow to over 4 billion by 2021.
Obviously, if you’re a neighborhood bar and grill, you don’t have to reach half the world’s population to get the word out about, say, a new rewards/loyalty program.
But even if you don’t have a single email address, it’s not an insurmountable task to start collecting them and growing your list.
For example, you can implement a rewards program that captures email addresses via a mobile point-of-sale (POS) solution. Alternatively, you can go about it the low-tech way, by leaving a survey card in the customer’s bill. The card can include a line that asks for their email address in exchange for the promise of, say, a 15% coupon for their next visit.
#3: Email Marketing Is Best For Communicating With Existing Customers
As mentioned in “How to Win Back Lost Restaurant Customers,” it can cost up to 25 times as much to acquire a new customer than to retain an existing one.
In light of this, your existing customers are the perfect audience for email marketing campaigns.
Your customers are already familiar with your business. Therefore, it won’t be a struggle for you to fight for their attention. If your service and products are stellar, your customers will reward you by opening your emails and taking action, whether it be redeeming a coupon code or learning about exciting new menu items or updated operational hours.
Getting Started With Email Marketing: If You Send It Will They Come?
For the foreseeable future, using email marketing to engage with customers will continue to be a prime marketing tactic for many small business owners.
That being said, however, just because you start sending email campaigns doesn’t mean, of course, they will necessarily be successful.
Stay tuned for our tips on how to create successful email campaigns….
Want to learn how to integrate email marketing with your point of sale system? Contact us today for a demonstration.