Email marketing is a numbers game. The bigger your list, the bigger your results. For example, if you get a 5% return on your list of 5,000, 250 people will respond. Assuming a $30 average transactional value, that’s $7,500 in sales. Double your list size, and your sales uplift from email club members is now $15,000. As your list grows, so does the sales impact, and, most importantly to your staff, tips increase.
All the reason then to make list-building an operational focus for your restaurant company. This is not one-and-done, but an ongoing effort to grow your list. There are a slew of ways to build your list and you should tap into them all (or as many as your budget allows). However, the biggest bang for your list-building buck is onsite paper-based enrollment.
While your guests are still in the restaurant, ask them to join your email club. Once they’ve left the premises, your opportunity to enroll them drops dramatically. “Paper sign-up slips are our number one means of enrolling new Raving Fans,” stated Andrea Von Utter, VP of Marketing at Miller’s Ale House. “And, while we have many other avenues through which guests may join, paper-based enrollment is still effective at Miller’s.” Here are some best practices for in-store enrollment:
Email marketing is an important tool for businesses of all sizes and database size will determine its success to your business. Growing your list onsite with paper-based enrollment– particularly for businesses with considerable guest-facing interaction such as restaurants and bricks-and-mortar retail – works.
TDEC is a trusted business process outsourcing company, providing secure services to commercial businesses and local, state and federal government agencies for more than 60 years. Since 2001, TDEC has provided data entry services of paper-based opt-in enrollment forms – to date more than 100 million forms with multiple — fields supporting restaurant companies’ email marketing list-building efforts.