EMPOWER EACH AND EVERY LOCATION:
The defining characteristic of a successful email marketing program is relevance. In fact, 55% of consumers do not open and read messages regularly because of lack of relevance. Enterprise-level messaging has its place, but to truly resonate with customers, the email club must also cater to local tastes and preferences. Brand messages are a perfect medium for coupons or new product announcements. While higher engagement activities, including event marketing, word-of-mouth promotion and community relations are all a local affair.

Much like social media, location-specific messaging does not scale well. It can, however, be efficiently delegated. Fishbowl’s LSM provides staff members at each location the means necessary to create and distribute professional email campaigns. The online software eliminates the need for any technical knowledge and requires only  minutes to execute compelling, graphic-rich messages.  Plus, email templates and graphics can be developed at the brand level and made available to all locations.

MAXIMIZE THE PERFORMANCE OF BRAND-LEVEL MESSAGES:
While location-specific messages deliver an extremely high level of relevance, the average list size is around 3,000 members. Not the volume necessary to justify the incremental benefits of segmentation and dynamic content. Brand-level messages, in contrast, are distributed to lists often north of 1 million members. At this volume, the 10-15% performance improvement that  regularly accompany this “mass customization” can pay significant dividends. For instance, a restaurant with a list of one million members and a $40 check average gains an additional $400,000 in revenue for a mere 1% increase in redemtion.

The challenge lies in applying dynamic content to your restaurant’s email messages. It requires powerful database management and sophisticated HTML development to execute. Fortunately, Fishbowl’s LSM makes the process quite simple. Managing more than 60 million guest records on behalf of our restaurant clients, the Fishbowl database is infinitely flexible with an intuitive user interface. Applying this customer data within your restaurant’s messages is even easier, with our proprietary plain-language merge codes. All of a sudden, your brand’s mass emails include the customer’s name, artwork relevant to her individual preferences, and the contact information of her preferred location.

MEASURE PERFORMANCE DOWN TO THE STORE-LEVEL:

Because each restaurant's circumstances are unique, one-size-fits-all performance metrics are an ineffective yardstick. Your restaurant in downtown Albequerqie is likely not expected to keep pace with your location in Time Square. Most multi-unit restaurants have adopted sophisticated financial reporting methods that measures success of individual locations and various store segments, in addition to the standard brand-wide report card. Yet, few brand managers have access to that same insight regarding marketing metrics.

Fishbowl's LSM makes it possible to monitor and analyze the performance of your email marketing performance down to the store level. Gauge monthly member growth of a single store, monitor click-through rates by regional segment, or analyze the performance of campaign A to campaign B across the entire brand. Take it one step further, and compare your restaurant's results to other brands in your industry segment,  thanks to Fishbowl's exclusive Restaurant Industry Index.