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    Stop Blasting My Mama: Make Email Marketing Succeed for Your Restaurant
    Stop Blasting My Mama: Make Email Marketing Succeed for Your Restaurant
    Stop Blasting My Mama: Make Email Marketing Succeed for Your Restaurant
    Ebook170 pages2 hours

    Stop Blasting My Mama: Make Email Marketing Succeed for Your Restaurant

    By Joseph Szala

    ()

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    About this ebook

    The customer is not an idiot. She's your wife. She's also your mother and mine. So when we talk about email marketing why do we constantly talk about “blasting” them? “Stop Blasting My Mama” seeks to stop this terminology dead in its tracks by replacing it with an understanding of the power of email marketing, how it works, and how to create successful strategies for your restaurant. It's time to make email marketing succeed for your restaurant. Stop blasting my mama and start seeing results.
    LanguageEnglish
    PublisherBookBaby
    Release dateJul 11, 2015
    ISBN9781682220603
    Stop Blasting My Mama: Make Email Marketing Succeed for Your Restaurant

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      Book preview

      Stop Blasting My Mama - Joseph Szala

      Dedication

      Yo Mama so dumb… An intro

      The consumer isn’t a moron; she’s your wife. - David Ogilvy

      I’ll admit I had Mr. Ogilvy’s quote wrong in my head. Up in this crowded maze of insanity I call a brain, it went something like this: Don’t insult the consumer. She’s your mother and she’s smarter than you. Maybe Freud was right (I love you, Mom). Either way, the intent is the same. Consumers are people, and if you think of them as such you should start to feel a little embarrassed by your thoughts on marketing.

      We use words like target market or target audience, and email blasts in marketing conversation. However, these people aren’t targets, they’re real humans. If marketing is, in fact, a practice of communications, then our brands should start interacting more like humans. That means instead of marketing to we need to start communicating with people. Those words are pretty aggressive. Would you want someone to blast your mom? Do you want to be a target? Most would answer, No.

      Let’s put the kibosh on blasting when it comes to email marketing. Blasting is rude. It’s intrusive and it’s inhumane. Only when you stop thinking of blasting as a method of communication can you start to find ways to create effective and successful email marketing initiatives. In the end, you want happy people in your restaurant. Speaking with your fans is one way to start creating that happiness. The best way to engage in that happy conversation is via email marketing.

      So, stop blasting my mama and start communicating.

      Note: My mama carries a .357 (no joke) and she may blast you back. Just fair warning and another reason to knock it off.

      Email is dead … or, not at all

      Marketing people and media moguls always seem to be buzzing about the hottest new social app or website. You have to be using it, they say. It’s a game changer for brands, they cry. Although their exclamations may have merit, there is still a media that’s low cost, easy to use and--you ready for it?--still extremely effective. Of course I’m singing the praises of email marketing.

      Email marketing has been around for quite some time now. Oddly enough, a lot of marketers rarely touch it, or if they do it’s so half-assed and a side-thought that it’d be better if they just left well enough alone. Jump to the restaurant industry, one notoriously behind the times on technology, and you’ll see a real lack of understanding, perception of value and usage.

      Emails get more response than the social media giant, Facebook. They get high visibility, and studies have shown their conversion rates to be almost 40x more than Facebook and Twitter.¹ You can deliver a fully designed brand experience, and they’re extremely low-cost compared to other forms of marketing. Yet, you still see an image plopped into a message and blasted to a list that hasn’t heard from the sender in months. It’s like kicking in the door on a person you knew 20 years ago and yelling Gimme 10 bucks and Ill give you a dollar! in their face. Not very polite or effective, is it?

      There is a right way to leverage this marketing tactic to your advantage, and it isn’t as complicated as one may think. Understanding the fundamentals of what it takes to launch a true email marketing effort, then investing the small amount of time to make it happen will mean worlds to your restaurant’s traffic, new and repeat.

      I didn’t pen this tome to sell you on using email marketing; you either are or you aren’t. This is for the people who already have sipped the delicious, sugary Kool-Aid. It was written for designers, PR pros and marketers looking to learn the right way to market restaurants using email. It’s especially written for restaurateurs or directors of marketing for restaurant companies, who want to launch a successful email marketing strategy for their restaurant brands.

      How to use this book

      This book was written with two intentions: to help you see the light and to help you actually do the work of planning and implementing a successful email marketing initiative. That means throughout the book, not only will you learn the ins and outs of what makes email marketing so powerful, you will also be prompted to complete tasks that work towards the end result of having an email marketing effort in place and working.

      Throughout this book’s pages you will see these tasks noted with an icon. In addition to the task icons, you will notice two other icons. Those icons denote a helpful tip and warning.

      Tips are simply extra bits of information to help you out. The warnings are there to help steer you away from common pitfalls. Each of the three icons has a design so you can quickly and easily identify them. Here’s what they look like:

      At the end of this book you’ll find links to more resources for you to hone your email marketing skills. There are plenty of websites out there dedicated to the craft of email marketing. Additionally you’ll find most email service providers will have loads of resources and help documentation.

      Download the email marketing plan

      Finally, Stop Blasting My Mama comes with an Email Marketing Plan PowerPoint document that will help you. Visit www.stopblastingmymama.com/toolkit-download to get the goods. Use the password: vigorrules

      4 Rules to Keep in Mind

      Before jumping in, there are some things you should know. There are probably more than four rules when it comes to email marketing strategy, but above all the rules and advice out there, these four are the most important.

      1. The Law is the Law

      There are stringent laws governing email marketing to prevent it from being SPAM. The CANSPAM ACT outlines a number of requirements for email marketers to follow. The Act details certain elements of an email marketing message (EMC) that have to be present to be in compliance. If these elements are not in place you run the risk of being reported as a SPAM that is an offense that can come with hefty fines. The three main elements are:

      »  You must have a way for the person to unsubscribe from your list in every email

      »  That method of unsubscribing should function properly

      »  You must have your contact information in every email

      You can read the ins and outs of the Act here: http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business. There are many other ways your messages can get tagged as SPAM either by filters, firewalls or your recipients. We’ll touch on these triggers throughout this book.

      2. Don’t purchase or rent an email list

      Purchasing an email list is always a stupid idea for many reasons. Sure, it seems like a quick way to boost your reach, but it comes with consequences.

      Reputable email marketing programs don’t let you use lists that are filled with recipients who haven’t opted in to hear from YOU. You can try to get away with using it on their system, but you’ll be quickly found out and kicked off their system permanently.

      There is no such thing as a good email list that’s available for purchase. It has been abused so much by all the OTHER companies who’ve done the same thing you’re trying to do. Therefore it’s full of angry, annoyed recipients. Do you really want to send to a list of pissed off people?

      If it were a good list, you wouldn’t sell it. Think about it. Would you sell someone all the names and email addresses of people who trust you and your company? I sure hope not.

      The people on this list do NOT know you. Would you like a stranger kicking in your mama’s door and yelling in her face about his radical new hamburger stand?

      You will ruin your IP reputation and deliverability, not to mention put you at risk for litigation. There are companies dedicated to finding spammers. They put email addresses onto lists such as the one you’re considering buying and when it receives a message… boom you’re marked as SPAM. There are a number of other traps out there as well.

        TAKE NOTE

      IP reputation is your IP addresses history of sending online and whether or not it was marked as SPAM. When you send emails to another person it comes from a sending server. This server is supplied by your EMSP. The message is handled by a recipient mail server. These receiving servers are using reputation based information to determine how to handle your incoming email message. How they handle your message varies from server to server. The mechanics of IP reputation get quite complex and beyond the context of this book. Best bet is to keep sending great emails that

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