Email marketing is still one of the most impactful strategies deployed by modern businesses to generate repeat customers and collect data. Meanwhile, traditional marketing campaigns are often overlooked by consumers.
By launching a restaurant newsletter, establishments can create unique content designed to inform and interest customers, as well as generate sales. Newsletters give brands the chance to show their creativity and initiate customer interactions.
3 Steps for Creating a Restaurant Newsletter
By sending regular newsletters, restaurants can encourage customer engagement and build a broader clientele. Whether sending a virtual or traditional newsletter, businesses need to keep their subscribers updated with the latest restaurant offers, events, and discounts.
Restaurants can build an impactful newsletter by following three comprehensive steps-
1. Plan the Newsletter
Planning is perhaps the longest step in any project, but it is necessary for a successful launch. By outlining every detail of the newsletter, management can streamline the next two steps.
To begin planning, restaurants need to ask themselves the essential questions-
What is the purpose of the newsletter?
Different restaurants utilize newsletters for various purposes, from informing customers of menu changes to offering special discounts. Some businesses also publish recipes and cooking tips to boost engagement and interest. It is even acceptable to include different sections, as long as the newsletter is organized and consistent week-to-week.
By defining the objective of the newsletter, establishments can create more compelling content and targeted promotions.
Who is the audience?
Next, managers need to determine who the audience is. By defining the target audience, writers can create content that appeals to their interests, spending behavior, preferences, and lifestyle. The more personalized the content, the more customer engagement the newsletter will generate.
What is the newsletter's frequency?
Once the audience is identified, restaurants need to decide how often they would like to publish the newsletter. It is important to keep the planning and writing process in mind when setting the schedule. Longer newsletters will take extensive planning, writing, and editing, and therefore should be published monthly.
On the other hand, restaurants that run short-form content or implement frequent changes may want to publish weekly or bi-weekly.
2. Build the Template
A restaurant's newsletter needs to be instantly recognizable by the audience, whether from the color scheme, layout, font, or logo. By establishing a template for each newsletter, businesses can ensure they are publishing consistent content.
Templates can be used for email newsletters, pamphlets, and online blogs to streamline the design process. To develop a newsletter template, management needs to establish the-
The colors and theme of a newsletter should match the restaurant's storefront and online website so the audiences are already familiar with the content before reading. Managers should also incorporate brand identifiers throughout the content, such as logos, mottos, and graphics.
A newsletter should be organized in a way that draws the reader's attention to each individual section through the use of different fonts, colors, and text blocks. This is especially important for newsletters that have multiple forms of content and objectives.
For example, recipes should have their own dedicated section that is separate from updates and marketing promotions.
Restaurants that launch digital newsletters must ensure that the content is viewable from a mobile device, as some online content will reformat when accessed via smartphone. By creating mobile-friendly templates, readers can download email and online newsletters to their phone or tablet.
After determining the various styles of content the restaurant wants to publish, managers should tally the number of text blocks they need. This makes it simpler to build or choose which template to use. Ideally, restaurants should limit their newsletter to three content blocks.
3. Fill in the Content
Once the template is finalized, it is time to begin creating the content. There are several elements to newsletter content, including the-
The subject line is typically the first thing people see when checking their email, therefore it must be attention-grabbing. In about 4-7 words, writers need to intrigue the reader and explain what the newsletter is about.
While it is great to have a catchy subject line, managers should prioritize mimicking their brand's voice and content.
Much like the meta description for a website, the preheader gives readers a little more information without opening the newsletter. Typically, a preheader is around 5-8 words and highlights one of the newsletter's content blocks.
For example, if a newsletter focuses on sharing holiday recipes, the preheader may be a title for a dinner dish or dessert.
After the consumer reads the subject line and preheader and decides to open the newsletter, the image makes the next impact. Therefore, content creators should use real photos to show readers the restaurant and build on the content.
Like the subject line, the title of the newsletter needs to be informative yet engaging. It is crucial to keep the title short and simple while still explaining what the readers should expect.
The body of the newsletter is where readers will find the most information. While the body gives writers more creative freedom, it should not overwhelm the audience with excessive information. Instead, each content block should include concise thoughts that keep the readers intrigued and on the page.
Aside from restaurant updates, businesses can include testimonials, customer reviews, social media posts, tutorials, and blogs in their content.
Call to Action
A call to action (CTA) is a link that readers can click after reading the newsletter to learn more. The link can redirect users to another newsletter, the contact page, or the online store. By incorporating a CTA, restaurants can increase website traffic, customer engagement, and conversion rates.
Restaurants should always include their contact information in case readers have any questions or want to make a reservation. Contact information should consist of the establishment's address, phone number, email, and social media handles.
By creating a regular restaurant newsletter, businesses can stay in contact with patrons by providing personalized content, exclusive deals, and continuous updates.
— Plum POS Leadership and Management Excellence Blog —