The Foodpreneur #011
Email Marketing: How to Keep Customers Engaged
Email is a rock-solid go-to, for a reason. With so many fleeting social media trends and a constantly-transforming digital landscape, email is always there – and consistently driving tangible results, delivering value, and deepening customer relationships. And if you aren’t leveraging email – or aren’t leveraging it enough – for your heat-and-eat meal business, you’re likely leaving significant opportunity on the table.
So how should you be using email marketing in your heat-and-eat subscription promotions – and how can your business benefit? Start here, using email marketing to:
#1. Strengthen customer relationships
Think of email marketing as an ongoing conversation with your customers. Each email you send out offers an opportunity to remind them of the value you provide. By sharing updates, special offers, or insights into your menu selections, you give clients a reason to stick around and look forward to your next communication. It’s not just about selling; it’s about building and nurturing relationships.
#2. Stay top-of-mind
No doubt, your consumers are being bombarded with promotions, advertisements, and offers all day long – and it’s easy for your messages to get lost in the shuffle. Regular, well-crafted emails that lend customer value ensure you stay top-of-mind. If the messages you’re sending consistently deliver that value, people will start to keep an eye out for them. That’s powerful – because that’s a direct link to your audience.
A quick tip for keeping value high? Segment your list and deliver personalized email messaging. Some email subscribers might be vegetarians, others keto enthusiasts, and some might just be looking for a quick, healthy lunch option. By segmenting your email list, you can send tailored messages, making each recipient feel understood and catered to. Personalized content boosts engagement and increases the likelihood of a sale.
#3. Announce new offerings
Have a new menu item or a special promotional deal? There’s no better way to make an announcement than through email. Regular updates can keep your subscribers excited about what’s coming next. It’s like giving them a sneak peek into your kitchen, igniting their anticipation, and ensuring they check out your latest offerings.
#4. Gather feedback
Email isn’t just a one-way communication channel. Encourage feedback through surveys or direct responses to better understand what your customers love or what they believe needs improvement. This feedback can be invaluable as you seek to refine your services and offerings.
#5. Boost retention and reduce churn
With the subscription model, customer retention is crucial. A slight increase in retention can lead to a significant rise in profitability. Email marketing can serve as a consistent touchpoint, reducing the chances of customers drifting away. Furthermore, if someone is considering canceling their subscription, a timely email with a special offer or a reminder of your unique selling proposition can be just the nudge they need to stay.
#6. Promote referral programsPersonnel
Word of mouth is powerful. Encourage your subscribers to refer friends or family by promoting referral programs through email. An effective referral program can exponentially grow your customer base, while rewarding your existing audience for being advocates – which, at the same time, deepens those relationships. Win, win, win.
#7. Track and analyze for continuous improvement
Another perk of email marketing? Everything is trackable. From open rates to click-through rates, these metrics can offer insights into what’s working and what isn’t. Regularly reviewing and adjusting your strategy based on these metrics ensures you’re always moving in the right direction.
Next steps: refining your email marketing strategy
The heat and eat meal delivery business is booming. While that means more opportunity to grow and scale, it also means finding bigger, better ways to stand out among the competition.
Our advice? Don’t wait. Stir up the perfect blend of content, offers, and engagement and watch engagement, conversions, and loyalty accelerate. Because, while inboxes are cluttered, consumers are always looking for ways to save time, save money, and gain value – especially at meal time.