7 Best Practices for SMS Marketing in Restaurants
From the National Restaurant Association:
SMS marketing – a short-form version of text messaging – is a powerful marketing tool. But even with open rates approaching 100 percent, and offer-redemption rates of 10 percent to 30 percent, the content of your messages is ultimately what drives customers to come back to your restaurant.
Here are some guidelines to improve SMS Marketing in Restaurants:
1. Watch message frequency and mix. Sending one to two messages a month is the most effective way to stay fresh in your customers’ minds. Boost your effectiveness by alternating incentive blasts (i.e., offers redeemable for discounts) with notification blasts. Incentive blasts bring your guests back into the restaurant. Notification blasts help you build your relationship with guests.Some of the most effective notification blasts:
- Live music schedules for upcoming weekend
- Reminder of upcoming events
- Holiday greetings
- Interesting content on your website or social media
2. Spice up the verbiage. Make the text blast engaging and fun to read. This keeps customers excited about receiving offers from you. Stay consistently creative with the wording and you’ll capture their attention and increase open rates and redemptions.
3. Keep messages succinct. Keep text blasts simple and fun to get your point across. SMS marketing limits you to 160 characters (including compliance language). Use as many as you can, and avoid allowing your ideas to flow into a second message. Succinct messages improve the chances your customers will read and respond.
4. Mix up your offers. You can be spontaneous with the offers you send or cycle through a list of incentives that work well for your restaurant. Having several offers ready to go is handy and can make planning ahead easier. One advantage of SMS marketing is the speed with which offers can be changed and delivered. You can use these messages to get rid of excess food supplies or make room for an upcoming food order, for example. If your food provider runs a special on an item, focus your next blast on that item to take full advantage of the special pricing.
5. Keep incentives exclusive to mobile VIP members. When a customer opts in to your Mobile VIP Club, it’s because they like your restaurant and want to receive future offers. These are your most loyal customers. Providing them with exclusive offers will show them that you are grateful. These loyal customers can also help drive more people to your database by generating word-of-mouth buzz about your restaurant.
6. Incorporate Facebook and your website into the SMS Marketing Campaigns. Pushing customers to your social media pages and website helps you build ongoing relationships and grow your social-media footprint. This will help you reach the maximum number of customers with your promotions and offers, greatly increasing your ROI.
7. Incorporate website links in a SMS Campaign. If you have too much information to fit into a text’s 160-character limit, then link to a website with details. Integrating links not only helps you bring customers to your restaurant in the short run, but helps you track where customers are coming from (if you use tracking links such as bit.ly).
This article was originally posted on Restaurant.org