Episode Summary: Six Email Hacks That Will Make You More Money
Podcast Information:
- Title: RESTAURANT STRATEGY
- Host: Chip Klose
- Episode Title: Six Email Hacks That Will Make You More Money
- Release Date: May 15, 2025
Introduction
In the latest episode of Restaurant Strategy, host Chip Klose delves into the potent world of email marketing tailored specifically for independent restaurant owners. Recognizing email as the "preferred mode of communication between consumers and the brands they support" (00:00), Chip sets out to share six actionable email marketing hacks designed to increase profitability and ensure consistent, predictable 20% returns for restaurant businesses.
Hack #1: The One to One to One Principle (03:15)
Principle Overview:
Chip introduces the One to One to One Principle, advocating for one email, one message, and one call to action per email. This approach shifts away from cluttered newsletters packed with multiple messages and links.
Key Points:
- Focused Messaging: Each email should center around a single topic or offer, such as a catering program or holiday reservations.
- Clear Call to Action (CTA): Direct the reader to one specific action, enhancing clarity and increasing the likelihood of engagement.
Notable Quote:
"One email, one message, one call to action." (04:10)
Hack #2: Leveraging PS Links (05:00)
Strategy Overview:
Data indicates that PS links at the bottom of emails receive higher click-through rates than any other links within the email body.
Implementation Tips:
- Secondary Offers: Use the PS section to introduce additional offers or alternatives, such as a promotion for a box of chocolates alongside a main brunch offer.
- Strategic Placement: While not every email requires a PS link, incorporating them occasionally can boost engagement without overwhelming the primary message.
Notable Quote:
"PS links get clicked more than any other link in an email." (05:30)
Hack #3: Using Emojis in Subject Lines (07:15)
Objective:
Enhance email open rates by incorporating emojis in the subject lines, making them stand out in crowded inboxes.
Key Points:
- Visibility: Emojis capture attention amidst text-heavy subject lines, increasing the likelihood of the email being opened.
- Brand Alignment: Even if your brand is traditionally elegant, strategic use of emojis can effectively boost open rates without diluting brand integrity.
Actionable Advice:
Place the emoji at the very beginning of the subject line to maximize visibility and engagement.
Notable Quote:
"Your goal is to get that email opened." (07:45)
Hack #4: Personalizing Your Emails (09:30)
Concept:
Shift from purely transactional emails to personal narratives that share stories, missions, and personal experiences.
Benefits:
- Relatability: Personal stories forge a stronger connection with diners, making your brand more approachable and trustworthy.
- Engagement: Sharing behind-the-scenes content or personal anecdotes can increase reader interest and loyalty.
Future Implementation:
Chip plans to infuse more personal content into his own emails, sharing experiences from client interactions, travel, and day-to-day operations to serve as a model for listeners.
Notable Quote:
"Challenge yourself this year to get personal." (10:45)
Hack #5: Timing Emails for Maximum Impact (12:20)
Strategy for Retail Sales:
- Optimal Sending Time: For restaurants offering retail items, sending emails late at night (around 10 PM) can significantly boost sales.
- Rationale: Consumers are often winding down, perhaps watching TV or sports, and are more receptive to shopping as they prepare for bed.
Evidence:
- Amazon’s Success: A substantial portion of Amazon’s revenue occurs after 10 PM, attributed to consumers’ relaxed state and increased likelihood to make purchases.
Practical Application:
Experiment with sending promotional emails during late hours to identify peak engagement and sales times specific to your audience.
Notable Quote:
"I have gotten more sales at 9 o'clock than I have when I send the email at, let's say, 10 AM." (12:50)
Hack #6: Utilizing Branded Email Addresses and Signatures (15:00)
Importance of Branding:
- Professionalism: Using a branded email address (e.g., joe@joestavern.com) enhances credibility compared to generic emails (e.g., joeoestavernmail.com).
- Recognition: Branded emails make it easier for diners to identify and remember your restaurant’s online presence.
Additional Tips:
- Consistent Signatures: Implement uniform email signatures across all staff emails, including links to the website, social media, or ordering platforms.
- Enhanced Engagement: A well-crafted signature can guide recipients to take further actions, such as visiting the menu page or placing an order.
Notable Quote:
"Use a branded email and if you want it for extra credit, man, a little bonus. Put together a sharp looking signature." (15:40)
Conclusion
Chip Klose wraps up the episode by reiterating the six email marketing hacks, emphasizing their potential to transform email strategies and boost restaurant profitability:
- One to One to One Principle: Maintain focus with one message and one CTA per email.
- PS Links: Utilize the PS section for additional, high-performing links.
- Emojis in Subject Lines: Increase open rates with strategically placed emojis.
- Personalization: Share personal stories to deepen diner connections.
- Optimal Timing: Schedule retail emails for late-night delivery to maximize sales.
- Branded Emails and Signatures: Enhance professionalism and engagement with branded email addresses and consistent signatures.
Chip also reminds listeners about his upcoming presence at the National Restaurant Association Show in Chicago from May 17th to 20th, encouraging attendees to connect and gain further insights into effective restaurant strategies.
Closing Quote:
"There is absolutely nothing like it. The energy is infectious. You're going to learn a ton." (19:30)
Timestamp References:
- Introduction: 00:00
- Hack #1: 03:15
- Hack #2: 05:00
- Hack #3: 07:15
- Hack #4: 09:30
- Hack #5: 12:20
- Hack #6: 15:00
- Conclusion: 19:30
This episode serves as a comprehensive guide for restaurant owners looking to refine their email marketing tactics, providing clear, actionable strategies backed by data-driven insights. By implementing these six hacks, listeners can enhance their communication with diners, drive higher engagement, and ultimately increase their restaurant's profitability.