Webinar: Using Email Marketing to Drive Online Ordering and Catering Sales

  • Published on

  • View

  • Download


Does your website support online ordering? How about catering? Lauren Sadlon explains in this webinar how to optimize with email marketing. View the presentation here for full commentary: http://www.fishbowl.com/index.php/about/resources/driving-online-ordering-catering-sales-using-email/


<ul><li> 1. Driving Online Ordering and Catering Sales Using Email Best Practices and Practical</li></ul> <p> 2. Welcome to a Fishbowl Best Practices WebinarHosted by:Lauren Sadlon Managing Consultant 3. Youll Get Great Tips for.. Converting Online Ordering and Catering customers into engaged eClub members Optimizing your eClub to increase Online Ordering and Catering sales Q&amp;A3 4. Online Ordering, Catering and Email Should Work TogetherOnline Ordering and Catering touchpoints used to promote eClubBehavioral and preference data collected &amp; stored for ongoing useeClub used to create awareness of Online Ordering and Catering benefitsTargeted eClub messaging drives Online Ordering and Catering transactions 5. Job #1 Is Building Your Overall Email List Use every available touchpoint (sign-up slips, OLO, text-to-join, POP, etc.)Establish short, medium and long-range goals for eClub members generated through OLO and Catering 2014 Goal : 2,000 new members! 6. Converting OLO guests into engaged eClub members 7. Include an eClub message with every OLO communication Interior and exterior merchandising In-store signage Catering manager outreach Cold calls Opted-in lists from events Packaging Boxes Bags Stickers Order pickup &amp; delivery Receipt messages Bag-stuffers7 8. Add a strong eClub invitation to your OLO process pages Visually appealingFinalize Your Order Prominent but not obtrusivePlease enter the required information and submit your orderYour Contact Information Interactive elements Banner adsPop-ups*FIRST NAME:Animation*LAST NAME: *CONTACT PHONE: *EMAIL ADDRESS: For great promotions and offers, join our E-mail Club today! *ZIP CODE: *BIRTHDAY: *FAVORITE LOCATION: 9. Optimize your acquisition approach to reach the OLO user Creative that speaks directly to OLO members Specially optimized for mobile (unique join page) Captures the input information for future segmentation90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%Technology Ownership OLO Users Non UsersCell phoneSmart phoneLaptopTabletSOURCE: The Current State of Online Food Ordering in the U.S. Restaurant Industry - Cornell Hospitality Report May 2011 10. Optimizing your eClub to increase Online Orders 11. Target the right OLO message to right person at right time Combine collected preference data with past OLO and eClub behavior to develop segments and messaging strategies Order History Frequency Consistency Order Type Individual meal Catering Office Institution Home eClub engagement Opens Clicks100 90Frequency of Ordering by Dining Occasion80 70 60 50Infrequent40Occasional30Frequent20 10 0 BusinessSpecialRomanticSocialDon't Want to cookSOURCE: Customer Perceptions of Electronic Food Ordering - Cornell Hospitality Report May 2011 12. Integrate OLO into your eClub messaging strategies Optimize your email Campaigns to Drive OLO Awareness and Transactions System-wide Communication Full list campaigns Targeted segments Message versioning Triggered Mailings Local Store Marketing Efforts12 13. Develop Targeted Campaigns with Dedicated OLO Focus Include discounts and promotional offers to promote OLO trial and frequency Coordinated with national messaging calendar Unique offers for Online Orders Provide code for use by Online Orderers OLO call-out in navigation bar13 14. Create a Specific Plan for OLO Message Delivery Adapt send days/times to brand needs and member behavior Lower volume days of week Pre-meal period Location Targeting Alternate version for locations without online ordering 15. Trigger Communication to Reach Defined Targets Use automated messaging to target Audiences based upon previous action Welcome Message Create Welcome for members with an OLO input source Thank you Message Thank members for recent order Acknowledge heavy OLO users and send offer for next order Miss You Message Reach out to members who lapsed online orderers Send offer for next order Communicate upcoming event (i.e. we know you ordered last year at this time) Survey Ask members for feedback on recent experience Thank them for providing feedback with an offer Office &amp; group orders Target members who frequently place large orders. 16. Converting Catering customers into engaged eClub members 17. Use All Catering Touch Points Opt-in box on Online Ordering check out page Interior, exterior and digital merchandising In-store signage Opted-in lists from events Catering manager outreach Cold calls Packaging Order pickup and delivery Receipt messages Bag-stuffers 18. Invite Past Catering Customers to Opt-In Send a one-time opt in mailing to past catering customers Call-to-action is to join eClub Give them a special gift for joining Once they opt-in, add past order history to catering database 19. Positioning your eClub to drive Catering Orders 20. Customize Campaigns To Emphasize Catering Unique contests and promotions for OLO Customized call-to-action Re-Targeting past patrons Promote catering for upcoming holidays 1 week 1 month out: Sports Parties (NFL playoffs, basketball tournaments, Olympics) Graduation Cinco de Mayo 4th of July Night before Thanksgiving20 21. Optimize Messaging Design for MobileFishbowl Client Example: % of Messages Viewed on a Mobile Device53% 22. Strive for Subject Lines That Grab Attention Short and informative (make each word count)Front load the most important/enticing contentEven shorter for mobileSpecially Priced Holiday Catering Offer Personalization and symbols may improve performance Always follow best practices Test, test, test! Find what entices your customer to OPENMonitor results and adapt your strategy as you see patterns change 23. Use Local Store Marketing Tools Where Possible Communicate to potential Catering Buyers at the Local Level Create template to promote catering (and online ordering) Promote office parties to members whose information was collected via cold-calling and/or by collecting business cards Identify your catering buyer based upon past purchases23 24. Questions? Thanks for your time!</p>


View more >