Email is a simple and yet very effective medium for engaging customers and encouraging repeat visits. Many restaurant POS systems store customer contact information in some form. More advanced systems have a built in customer relationship management (CRM) system that can also store order histories and provide detailed customer profiles. Access to customers’ contact information and detailed customer profiles gives restaurant owners the ability to create powerful and personalized email marketing campaigns.
Most restaurant CRM systems will at least track customers’ contact information and order history. Using this information, you can send customers personalized promotion emails. Rather than sending a generic discount, email customers and invite them to enjoy their favorite appetizer or dessert on the house during their next visit.
Invite your guests to share their birthdays and anniversaries with you and provide them special discounts when they dine with you on those dates. You can also store that information in your CRM system and send guests an email around the time of the special occasion to remind them of the special offer.
Restaurant loyalty programs can help restaurants increase their regular customers’ visitation frequency and average check size. According to a LevelUp study, when a customer is about to unlock a loyalty reward, they spend 39% more on average. However, in order to actually see this type of benefit from your loyalty program, your customers need to know when they are about to unlock rewards. Create lists of customers who are approaching the next rewards milestone and send them an email to remind them of how close they are.
Some CRM systems allow restaurant owners to view the number of time their customers visit and the amount of time since their last visit. Using this data, restaurant owners can create a list of customers who normally visit quite regularly, but have not dined at the restaurant in a while. The restaurant owner can then re-engage the guests by emailing them about an upcoming event or with a special offer that can be redeemed during the next visit.
On certain holidays, you know that the restaurant is going to be completely full. If you every table is going to be taken and there are going to be long wait times, why not make sure that you’re best, highest spending customers are able to get a table? Once you’ve identified the customers with the highest average ticket size, you can then give them the opportunity to reserve a table early.