You’d be surprised how powerful your email newsletter is. It can be your goldmine.
One of my biggest regrets from running my ice cream chain, is not taking full advantage of our email list.
When we first opened our business, we collected more than 2,000 email addresses! That's a pretty big audience that we could get in touch with a push of a button. No matter what you may hear, email isn't dead. People still check their inbox every single day for personal, professional, and marketing purposes.
Today, I’ll be sharing the 6 Money Making Emails that I wish I sent my customers, to boost engagement and profits.
Let’s dive right in…
1. Welcome Series
What are Welcome Series emails?
Welcome emails make the person feel valued and set the right expectations.
If you don’t send them an email to welcome them right after they subscribe, then they’ll have no expectation and they will just view your future emails as spam.
No matter how someone subscribed to your email list, you should send them a welcome email. This person could have given their email for a discount, promotion, a free item, or simply because they like your restaurant, so it’s important that they know what they will get going forward.
The welcome series email should let them know how frequently they can expect to hear from you and what type of content will be in the emails. Is it coupons? Advertisements? Business updates? New menu items?
This also helps you make a plan for your email strategy and goals.
This is a great example of a welcome email:
2. Weekly Newsletter
Why do you want to send your followers a weekly newsletter?
As a business, you want to make sure your customers remember you. You want to stay in the top of their mind.
You can’t send them emails two or three months apart with a promotion expecting them to come into your shop. Who wants to receive a random email pleading for business?
You want to create a connection with your customers, built steadily over time. That’s the reason why we want to send them emails every single week.
Things to include in your weekly newsletter could be new dishes, promotions, customer testimonials, or even employee of the week. Who on your team is a rising star?
We all have super engaging people around us. Use this as an opportunity to spread some positivity.
McDonald’s does an amazing job with their weekly newsletter. Another great example is Supermoon Bakehouse as you can see here:
But don’t stop there, the sky’s the limit! Be creative and be yourself. Include your own flair.
3. Promotions and Events
Now that we have been consistently sending email to our new customers, it’s time to ask for something in return.
Even as simple as ‘Come by and check out this new product or dish’. Or you can incentivize them to come out to an event you’re hosting.
Because we have already warmed them up, they’re more likely to give in and visit your store or attend your event. This is a big reason why you should be sending your customers emails!
Matchaful Cafe in New York does a great job with their promotions:
This could make or break your business!
Why is this the case? Why would you want to send surveys out to your customers?
A lot of times, restaurant owners don’t actually know their customers all that well. Especially if you only see it as a business investment.
If you have read some of my articles, you know that I always preach about understanding your customers. This is the reason why I recommend using email surveys all the time!
It’s about consistently understanding their tastes and preferences so that you can always be sure to serve exactly what they want.
Survey them as frequently as you can. See if they want a new flavor or dish, or ask them what they don’t like what about your restaurant, what they would change. Ask them what they really enjoy. Don’t just ask about the food, ask about your ambience too!
The questions that you can ask are limitless! In turn, you can make the right judgments that actually cater to your core demographic.
Pro Tip: Give your customers an incentive to fill out the survey.
Don’t ask more than eight questions in your email survey or people will not do it because its too overwhelming and time consuming. Ask for one word answers and write multiple choice questions.
Make it as easy and simple as possible for best results!
5. Reviews and Testimonials
If you don’t ask, you’ll never receive.
When someone orders or makes a reservation on your website, you should ALWAYS reach out to them in an email to ask for a review.
Link directly to Yelp, OpenTable, or your Facebook page to make it super convenient.
You can then also include these testimonials on your own website to give credibility and build trust. This trust is what converts curious visitors into paying customers!
For examples of companies doing an exceptional job, check out how Yelp and OpenTable manage their email systems.
Every time you use their booking systems, they send you a request to give that restaurant a review. Follow in their footsteps to get as many positive reviews as possible.
Picture this: You’ve been sending emails for months and months and months, but you’re still not getting the replies and response you wanted from a certain segment of your email list.
Solution? Send them a re-engagement email!
Re-engagement emails usually include some type of deal to entice customers to return to your business. This could be 20% off an entree, or a free appetizer.
These offers will sometimes catch the eye of a person that has long forgotten about your restaurant. They return for the deal, and actually become your customer again.
Best case scenario? They become a regular spender!
Although re-engagement emails may not have the highest success rate, they do work and I highly encourage you to test it out for yourself.
You’ve got nothing to lose!
As a bonus, here’s the seventh type of email you should be sending to capture your customers: The Birthday Email.
Why is it so important? Everyone loves free stuff.
If you have your email lists’ date of birth, wish them a Happy Birthday and give them an incentive to come into your store. This could be a free drink, appetizer, or meal.
They might just bring their whole group of family or friends in to celebrate with them! It’s someone’s birthday every day of the year, so this can really boost your business.
There you have it! The six types of money making emails that you should always consider sending to your email list.
Utilize them all and be creative for best results! Use your own flair and character and people will receive it with open arms. If you’re in the beginning stages of starting your dream restaurant, cafe or food business and want to do your best to avoid costly mistakes or waste a ton of money…my free masterclass will give you an in-depth look at my ACE formula – the same formula that I used to build my 7 store ice cream chain and how my students were able to get more clarity in their food business. Sign up for the masterclass here.