I've talked to a number of restaurants about how they go about collecting email addresses, it seems to be a huge pain point. And when you get email addresses, what do you do with them? Here are a few ways that our restaurant customers have grown their own lists.
Use Open Table or a software package to run the show
- Many times these software packages have a contact management system
where you can collect email addresses. If you have someone making a
reservation on the phone, tell them you'll need their email address to
confirm it. Then when you have special promotions or menu
changes you can use email marketing to them to get them to
come back in.
Display acrylic/wooden boxes or fishbowls with a promo - I
know I harp on this but I've seen it work. Get customers to drop their
business cards in the box for a free lunch for 4, free appetizers or
free drinks. Call for a few winners during a time when you're not busy.
Then when the parties come, you'll have the chance to get their
friend's cards as well. Keep up with inputting these addresses into
your VerticalResponse account or your contact management system so you can regularly send email marketing campaigns to them. We've seen some great ballot boxes at Displays2Go.
Include a sign-up card with the check
- When your waitstaff is giving your customers the check at the end of
the meal, make sure they pull out the sign up form and tell your
customers the benefits of giving you their email address. Make it an
exclusive "club" where you email people special events for frequent
customers. You can even spif your waitstaff a buck or two for each email
address they get, make it a fun competition!
Put a sign-up form on your website - We offer a sign-up form
for free, so you should include one on your site. Offer a weekly or
monthly newsletter where you might tout member-only events to entice
visitors to give you their email address. Then come through on your
promise. Le Charm does a great job below outlining the benefits and including a sign up form.
Any way you do it, you'll want to be sure you're keeping up to date with getting these addresses into your system weekly or monthly. Then shoot a welcome email out to them thanking them for signing up.
Got an idea to share for how you collect addresses at your own restaurant? Let's hear them!
Hi, you guys should add the "Share" button on the blog. There are a load of articles i want to forward to people, email, and/ or bookmark.
Missy.
Posted by: Missy | July 04, 2008 at 04:23 PM
Great info! My nephews just started a restaurant last fall. I forwarded this to them.
Posted by: Tim Smith | August 09, 2006 at 05:57 AM
I wanted to share a great way to get email addresses for restaurants-- a birthday club! Recently I was at one of my favorite restaurants and included with the check was a card to fill out to be included in their birthday club... What made me fill it out and give them my email address? The free meal on my birthday. Sure enough, I received an email with a printable coupon for a free lunch/dinner anytime within the month of August. Will I use? Probably- and chances are I'll bring 3-4 others with me when I do! Now I'm hooked.
Posted by: Chris Younger | August 08, 2006 at 05:52 PM
Fantastic ideas.
I am re-entering the small business consulting field and have always had several clients inthe Food Service Industry.
Didn't have e-mails before. Fascinating what is available and works
Posted by: Chuck Bartok | August 08, 2006 at 05:43 PM