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Back to Basics:
Top 10 Email Greatest Hits
The summer season is a perfect time to step back and take a look at email marketing basics. Whether you're new to email marketing, or a veteran marketer who may have forgotten a few things over the years, it's important that you master these essential elements so you can power through summer and enter the busy fall season strong. With that in mind, the experts at Constant Contact have compiled their 10 greatest hits for excellent emails.
1. Build a quality list - You must get explicit permission from your subscribers if you want to add them to your email list. You've heard this before, but there's a reason we keep repeating it. This is the golden rule of email marketing. Without permission, you're sending spam, which isn't good for your reputation or your business. Beyond permission, though, it's important to maintain a clean subscriber list free of outdated or inactive email addresses. Your list is a dynamic document, so look to keep building your email list, especially on-site when patrons are already engaged with your business. At the same time, take a look at your open statistics and find out who on your list seems to have lost interest and no longer opens your emails. You can send those people a reminder email asking if they're still interested in receiving your newsletter.
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 Coffee Roaster and Cafe Brews New Business
As soon as Bean & Leaf owner Chris Gallagher heard about Google Places, he knew it had the potential to become the primary marketing channel for his coffee and sandwich cafe, and he wanted to ensure his business information was accurate.
CHALLENGE
Gallagher thought a free page in Google Places would help customers find his
New London, Connecticut-based café. "Google is the source for information," he says.
"It's our first line of marketing." Gallagher also wanted to expand the company into the wholesale coffee business and let potential wholesale customers know it sells organic, fairly traded coffees and teas.
ACTION
Gallagher immediately verified Bean & Leaf's listing with Google Places and added
details. He ensured the business hours, location, website address, and description were all accurate. He also fine-tuned Bean & Leaf's description to emphasize its wholesale business. Now, monitoring the listing with the Google Places dashboard, Gallagher is able to gauge how well the café lives up to customer expectations. Potential customers often pay close attention to restaurant reviews and use those reviews to make a decision about where to eat.
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 The Restaurant Sales Gap
Understand that every restaurant should sit down and really think about where they want to be in terms of sales - in comparison to where you are currently. That is, look at the difference between where you are at and where you want to be - the GAP.
By looking at the GAP you may realize where you need sales the most; in that, I mean which segments of your restaurant are struggling and which are behind.
For instance, by studying your GAP and comparing your figures with previous year's numbers, you may notice that your average tickets are lower, or maybe your banquet sales need to be higher. You may also notice that you are not seeing as many people for dinner than previous times. This GAP analysis will allow you to create objectives for a sales and marketing plan.
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The Three T's of Green
Tested, Trustworty & Transparent
In May 2010, Technomic, the industry's leading fact-based research firm for 40 years, released findings that outline an overwhelming response from consumers in regards to their "green" dining expectations.
May 2010 Technomic Consumer Survey Findings:
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82% will decrease or stop going to a restaurant that is falsely claiming to be green.
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94% trust a restaurant's green claims when they are verified by an organization as being true.
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Only 6% trust self-reported claims that are not verified.
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79% said that they are more likely to dine at a Certified Green Restaurant® over one that is not.
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79% would deem an organization to be untrustworthy if they found that the organization was awarding "green" restaurant decals without requiring the restaurant to meet certain environmental standards.
91% expect a certifier or recognizer of "green" restaurants to perform annual audits of the restaurant's green claims.
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At Sysco iCare , we've done
our homework, so you don't have to. iCare partners are Sysco approved and
uphold the highest service levels, quality standards and performance guarantees
of anyone in the industry.
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