The Caterer - November 2006 - E marketing

"To promote my group of three restaurant I am thinking of using e-marketing alone as a way of saving on printing and production costs. Is it effective?"

Guy Holmes, Captivate Restaurants

• Email offer
  A good way to gauge whether e – marketing is effective for your restaurants is to email a voucher that customers can print off and redeem at your restaurants. It would be advisable if you gave the offer a limited time span so people act on it sooner rather than later.
• Have a catchy subject line. Catch their eye straight away!
• Constantly update and add more email addresses. As with all marketing but especially e-marketing, it’s a numbers game. The more email addresses you have the more chance you have that a few of them will visit your restaurants.

The thing to do is to test your database. Email them with some kind of special offer than the customer can print and give to a member of staff to get the special offer.