Every year the number of emails sent during the holidays grows and we don’t expect this year to be any different. With so many emails hitting guest’s inboxes, here are a few tips to help make sure your message stands out.
IT’S OKAY TO GET PERSONAL
Be sure to use any of the purchase data you have on hand (customer POS, mobile pay, promotion redemption, eClub preference data, etc.) to offer your members something that is relevant to them. If they have a slice of pie on their last check, show a dessert image in their next mailing.
Highly personalized emails that leverage dynamic content will win this year.
BE IN THE RIGHT STATE OF MIND
Generally speaking, putting your offer front-and-center is recommended, but during the holiday season try to do it in a way that speaks to your guests’ state of mind. The holidays are a busy time for everyone (not just marketers and restaurants!) so by using language such as joy, gratitude, family and R&R you are able to show your guests that you understand what’s important to them during this time.
Almost 60% of emails are opened on mobile devices and if your entire email isn’t mobile-friendly, you could be missing out on a huge opportunity to engage your guests. Ensure that your email is mobile-friendly (or even, mobile-first); not just in look and dimensions, but also in the action that you are requesting your guests take. Make sure that action, or destination page, is mobile friendly. For example, if you’re leading your guests to your restaurant’s online ordering interface, is it usable on a mobile device?
NEVER STOP LEARNING
Don’t guess when it comes to strategy. This year, analyze your approach and data around Time of Day, Proximity to Holiday and Subject Line content and length to create well planned and thought out strategies. What worked best last year? Improve upon that this year.