P U R P O S E
The purpose of each module’s “Worksheets and Checklists” document is to give you an opportunity to put pen to paper to flush out some ideas around the topic. For collaborative purposes, we suggest including some, or all of your staff.
Each month, the Worksheets and Checklists section is going to have fill-in-the-black templates for your operations manual. Before we jump into the nuts and bolts of writing procedures, let us start with the basics.
I N S T R U C T I O N S
The purpose of this document is to help you create your operations manual. This month delves into email marketing.
E - N E W S L E T T E R
The e-newsletter can be a great mode of marketing. It is essentially taking the old school newsletter and adding the new world “e” to it. Think about the e-newsletters that you receive. Some, you probably open regularly. Others, you never open. Why? You open the ones that are interesting, informative, and even entertaining. When you see an e-newsletter in your inbox that you always open, it is because you perceive it as valuable content, and not repetitive information about “them.” You look at it as being helpful for you. If you can do the same when creating your own e-newsletters – making them about your customers and what they can get out of it - you will be on your way. E M A I L B L A S T
An email blast can also be a great way to get the word out about menu changes, weekly specials, or upcoming events. They tend to be much shorter than an e-newsletter and usually include a call to action. Here are some reasons to send out an email blast:
Weekly specials
One-day only special promotion
Individual “Happy Birth Day” emails with a Special Offer Special coupons and offers
24hr or 48 hour Deals Menu change notification $5 Gift Card for Your Opinion
1. Identify who will manage your email marketing program along with who will write, design, review, and send your business emails.
2. Select and start an account with an email distribution service. Following are five popular options.
Constant Contact www.constantcontact.com
60 Days free trial 400+ Templates
Campaigner www.campaigner.com
30 day free trial 500+ templates
Vertical Response www.verticalresponse.com
30 Day free Trial 700+ Templates
IContact www.icontat.com
30 Days free trial 100+ Templates Benchmark Email http://www.benchmarkemail.com Free Trial Templates Mail Chimp www.Mailchimp.com
3. Start building your email contact database. Add a sign up form to your website and asking guests at checkout if they want to be adding to your email list to receive special offers. To avoid spam penalties, individuals must agree or opt-in to receive emails from your company.
4. Write an email marketing plan and include an “editorial” calendar for your email marketing plan. Use your calendar to schedule when emails will be sent
5. Design one or two emails for your business, depending on the type of emails you will be sending out. You may want to have a monthly e-newsletter and a weekly specials email blast. Most email distribution services offer a full-range of customizable templates. This is a great way to start. 6. Tip. Write and prescheduled all your monthly emails at one time. This will save a lot of time. 7. Each month take time to review email stats and add new contacts to your list.
Basic Email Elements
An attention grabbing subject line Your business name and logo
Relevant content with attention to WIIFM (What’s in it for me) Standard contact information including link to company website. Unsubscribe option (usually at the bottom)
E-Newsletter Content Suggestions
General company news Any promotions
Customer/business spotlight Event planning tips/suggestions Employee spotlight (bio/likes/etc) Q&A
Trivia
Tips and Strategies
Email open rates are higher in the evening and on weekends.
Use colors and designs that reflect your business and will appeal to your audience. Do not send out text heavy emails. People will not read it.
Create hyperlinks that drive email recipients to your website. Do keep your messages short and focused.
Don’t sell. Instead provide helpful information (coupons/promotions are helpful). Conduct a Google image search of great email examples.
PURPOSE: SEND DATE: SEND TIME: SUBJECT LINE: CONTENT:
E m a i l P l a n n i n g F o r m
e-Newsletter or e-Blast Checklist
# Task √
1. Select a base email template
2. Custom design base email template
3. Use colors and designs that reflect your business and will appeal to your audience. 4. Use an attention grabbing subject line
5. Business name and logo
6. Write relevant content with attention to WIIFM (What’s in it for me) 7. Include contact information (e.g. address, phone, email address) 8. Include website link
9. Include link to menu
10. Included unsubscribe option (usually at the bottom) 11. Add content
12. Add images and graphics (if applicable) 13. Proof, edit, revise email
14. Review final version 15 Schedule/send out email
