Email marketing has always been one of the most effective and widely used marketing strategies. And it only appears to be getting stronger.
Unlike other methods, email marketing allows companies to contact people who have an interest in their product or service directly, and in a place that they are actively engaged. Website ads and social media posts are often glossed over, whereas an email grabs a user's attention.
In 2017, global email users amounted to 3.7 billion. This figure is poised to grow to 4.37 billion users by 2023. Likewise, email has a median ROI of 122% – over 4x higher than other marketing formats including social media, direct mail, and paid search, according to a report from DMA and Demand Metric.
For the most effective email marketing campaigns, you are going to need not only customer emails, you're going to need accurate and comprehensive customer data.
Using Social WiFi to Collect Customer Contact Information
The key to a successful email marketing campaign is collecting as many customer addresses as possible, along with as much information about them as you can get. The more addresses you have, the more customers you will bring back into your business. And if you have detailed information about who you are sending the emails out to, you can better tailor your messages to fit your audience personas.
If your business is offline - restaurant, coffee shop, gym, etc. - then a great way to gather both email addresses and customer information is by providing them with Social WiFi. By providing your customers with free WiFi you can easily accomplish two things.
- You give your customers another incentive to come into your location, and a reason to stay there. For example, by offering free WiFi for your customers, they will be able to get more work done while in your coffee shop, or stream music while at your gym, thereby making it more likely that they will choose to visit and spend more time in your location.
- When customers attempt to connect to your WiFi, they will be taken to a WiFi landing page where they will be required to enter their email address prior to accessing the internet. You can also ask for additional demographic information such as birthday, or gender.
Customers will typically be more than happy to exchange an email address in return for an internet connection. In fact, it has become somewhat of an expectation.
Even if your customers don't actually connect to your WiFi, you can capture plenty of useful information about their behavior - such as dwell times, popular visit days and times, average repeat visits and more.
Using WiFi for Email Marketing Success
If you want to start generating more return customers who stay longer and spend more, you need a way to reach them after they leave. By using your WiFi connection to collect contact information from your customers, you can then utilize email marketing to bring them back for different promotions.
The Bloom Intelligence WiFi Marketing and Analytics Platforms has an advanced suite of email marketing tools. The Bloom social WiFi solution automates marketing campaigns to your customers. It does this whether they are on- or off-premise, based upon their behavior. All messaging is location-aware even if customers don’t have a mobile app or have location services enabled on their phone.
Since Bloom can identify individual devices, it can begin tracking the behavior of your customers while at your place of business. It knows who is there, for how long, and the day and time they visited. With demographic data that can be gathered using progressive profiling, you end up with a complete customer profile.
This is data that restaurants and retail stores simply have never had access to. And it opens up a whole new world of potential for your email marketing campaigns.
Customer Segmentation for Email Marketing
Bloom allows you to take your list of customer profiles and segment them into various groups - customer segmentation. For instance, you could create a list of women over 30 years old who visit your establishment during lunchtime. Or, you could create a list of men under 30 who visit during your late night happy hour.
Then, you can send specific messages to each list. As you can imagine, you would want to send a completely different email to each of the examples above.
Segmented, targeted marketing is much more effective in terms of engagement and ROI. Here are some examples:
- An article from CMO.com stated that targeted advertisements are, on average, almost twice as effective as non-targeted ads.
- com reported that 74% of marketers say targeted personalization increases customer engagement.
- In a study by The Direct Marketing Association, segmented and targeted emails generated 58% of all marketing revenue. And 77% of ROI comes from segmented, targeted, and triggered campaigns.
The major benefit of executing targeted personalized marketing campaigns is that you are sending your message to customers who are more likely to engage and respond.
Using social WiFi to collect customer data like contact information, demographics, physical behavior, customer ratings, purchasing habits, and other targeted information, you can deliver this type of highly effective email marketing campaign to help your business grow.
To learn more about the ways the Bloom Intelligence WiFi marketing & analytics growth tools can help you improve your restaurant marketing to drive more sales, improve overall customer experience, measure customer sentiment and grow your business, schedule a free demo today.