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).
¿Qué es exactamente el Behavioral Email Marketing?
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 ejemplos de correos electrónicos de marketing conductual que realmente funcionan
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.
Envíe un correo electrónico a su cliente con una solicitud de opinión
Envíe a su nuevo cliente un correo electrónico de bienvenida
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.
Enviar deseos de cumpleaños o aniversario antes del evento
Preguntar a sus clientes por sus fechas especiales, como cumpleaños o aniversarios, le permite enviar correos electrónicos oportunos. Estos correos pueden animar a reservar en un restaurante o incluir un cupón para gastar como regalo de cumpleaños o aniversario.
Un recordatorio para un carro de la compra abandonado
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.
Póngase en contacto con los invitados que hace tiempo que no ve
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.
Obtenga datos precisos para guiar el recorrido del cliente
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.
El correo electrónico basado en el comportamiento puede resolver los problemas del email marketing tradicional
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.
Utilice el email marketing basado en el comportamiento para desarrollar una base de clientes más leales y valiosos
Está demostrado que el marketing por correo electrónico basado en el comportamiento crea clientes que repiten y una base valiosa. Es esencial reaccionar ante los comportamientos y necesidades individuales de los clientes. Este marketing hace que se sientan valorados como clientes y, lo que es más importante, crea clientes a los que puedes guiar en futuras compras.
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