The catering industry is more saturated than ever. You’ll have to find a way to stand out from everyone else to succeed. One thing that will separate you from the rest of the competition is good online marketing. There are plenty of ways to market yourself on the internet, but here we’ll only focus on email marketing.
Many companies tend to overlook the power of Email marketing. A lot of people even consider it dead. But the Industry pros still believe it is an extremely effective marketing tool. 80% of business professionals believe that email marketing improves customer retention. Also, it is not only a cost-effective marketing method but is also very easy to use. According to one research, email marketing offered an astonishing ROI of $42 for every 1$ spent.
Without further ado, here are 5 email marketing strategies for caterers.
Email marketing tips
1) Use email segmentation
Email segmentation is one of the best ways to deliver offers and promotions. It is also a great way to improve click rates among recipients. You’ll divide your email subscribers into smaller segments based on specific criteria, such as age, gender, interests, etc., to create segmentation lists.
You can attain this data when people originally sign up for your services. Don’t ask for too much information, as this might scare off your clients from signing up.
You can also segment contacts by event type, where you group clients according to the type of events they’ve previously attended. Have another group for clients that have ordered online. It will allow you to produce targeted content that people want to read.
2) Personalize your emails
Personalization of emails is an extremely effective tactic that involves the use of subscriber data to address clients in a more personal manner. People will feel more of a connection with you if they are treated as individuals.
A good start at personalization would be addressing subscribers by their names. Follow up with something like “hope you’re doing well.” After all, your goal should be to make people feel like they’re hearing from a trusted friend rather than a brand.
Try and make the subject line compelling. For example, you can ask a simple question like “do you have any dinner plans for thanksgiving.” This way, you’ll be able to connect with clients without having to think about it, and you might also convert readers into loyal customers.
You can send thank you email after someone has booked your services which can double as a confirmation email that enlists the details of their event.
Once the event is over, you can send another “thank you” email. Just make sure to make it sound sweet and friendly. It will end the deal on a sweet note.
3) Set up a newsletter
Monthly newsletters are a great way to stay connected with clients and business partners. You’ll be able to keep clients updated and informed on everything from newly launched products to new services to new team members.
Advertisements only provide a limited amount of information, whereas newsletters, on the other hand, can encourage readers to find out more about your brand. Your goal with newsletters should be to gain customer loyalty through valuable and relevant content. If your newsletters are of high quality and unique, this will build your credibility in the industry.
Include small guides on how clients can get the most out of your services. Even put reviews from happy customers in your newsletters now and then. Use captivating colors and imagery so that readers stay engaged. The newsletter should be both simple and catchy at the same time.
4) Use feedback from clients
After every event, follow up with your clients and ask them for written recommendations. Feedback will help you improve customer experience and show potential clients you are competent and trustworthy.
When sending post-event emails, include links to feedback forms or surveys. Save the positive reviews you get and post them on other online platforms, such as your website. You might also receive some negative feedback. Use these negative reviews to learn what works and what doesn’t.
Go one step further and ask satisfied clients to recommend you to other clients for future events. It will significantly improve your chances of securing business online.
5) Provide a calendar
To save your client’s time, you can incorporate a link to your calendar with every email you send out. It will not only make their life easier so they can see how their desired event dates correspond to your availability, but this will also make you look more professional.
Try to send these calendars early ahead of important catering seasons, such as weddings, holidays, graduation, etc.
However, be careful that you are not overbooked, or you might end up losing potential bookings. If you can deal with multiple events at a time, mention them when sending emails.
Be innovative; don’t hesitate to add your touch to your emails. You can get started by creating and using custom email campaigns through Postermywall.
Your goal should be to improve and level up your brand constantly. Having a solid email marketing strategy can make all the difference when it comes to securing business. You can generate new and repeat bookings using the marketing strategies mentioned above.