Invitation to celebrate the New Year
Posted: Tue Jan 07, 2025 4:03 am
Data on the Crafter pub for eight months: 987 mailings, 90 responses, conversion rate 10%.
The conclusion is simple: it is profitable for restaurants to congratulate their guests on their birthday. But to do this, you need to develop a database with information about dates of birth, for example, collect it automatically. Another option: ask guests to fill out a questionnaire to receive a discount or a loyalty card.
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The conversion rate for New Year's newsletters averages around 2%.
However, we also had some really bad New Year cases. For example, a cocktail bar in Novosibirsk sent 2942 messages before the New Year 2024. Of these, 1 converted into a target action. With a normal average opening rate of 70%
Our compatriots are less willing to celebrate New Year in a restaurant than a birthday. However, it makes sense to invite guests for the New Year: some agree, thereby increasing the holiday profit.
When and Why Newsletters Don't Work
We can't always say exactly why this mailing worked well and another didn't. But there are some general patterns.
For example, the following work poorly:
Sending too often. Initially, before birthdays, we made chains of three letters: in advance with a reminder about the birthday and an offer to book a table, a little later with another reminder, and finally, congratulations directly on the birthday. After we reduced the chain to two letters, the conversion increased significantly.
The text is too long. People are quite lazy, it is better to formulate your thoughts more briefly.
An unclear call to action or multiple calls to action in one email. This seems to confuse people too.
Well, and the most important thing: the offer may simply not be interesting to the guest . Then no mailings will help.
Conclusion
Mailings are a useful tool. Especially for collecting reviews and attracting birthday people to the establishment. For other purposes, the effectiveness of this tool is lower: 2-3% is a good result. But in this case, the tool works, and it is worth using. The main thing is to do it wisely. Our experience shows this.
The conclusion is simple: it is profitable for restaurants to congratulate their guests on their birthday. But to do this, you need to develop a database with information about dates of birth, for example, collect it automatically. Another option: ask guests to fill out a questionnaire to receive a discount or a loyalty card.
Read also: “Coming Together Is the Beginning”: Where and How to latvia whatsapp phone number Find Professionals for Your Team
The conversion rate for New Year's newsletters averages around 2%.
However, we also had some really bad New Year cases. For example, a cocktail bar in Novosibirsk sent 2942 messages before the New Year 2024. Of these, 1 converted into a target action. With a normal average opening rate of 70%
Our compatriots are less willing to celebrate New Year in a restaurant than a birthday. However, it makes sense to invite guests for the New Year: some agree, thereby increasing the holiday profit.
When and Why Newsletters Don't Work
We can't always say exactly why this mailing worked well and another didn't. But there are some general patterns.
For example, the following work poorly:
Sending too often. Initially, before birthdays, we made chains of three letters: in advance with a reminder about the birthday and an offer to book a table, a little later with another reminder, and finally, congratulations directly on the birthday. After we reduced the chain to two letters, the conversion increased significantly.
The text is too long. People are quite lazy, it is better to formulate your thoughts more briefly.
An unclear call to action or multiple calls to action in one email. This seems to confuse people too.
Well, and the most important thing: the offer may simply not be interesting to the guest . Then no mailings will help.
Conclusion
Mailings are a useful tool. Especially for collecting reviews and attracting birthday people to the establishment. For other purposes, the effectiveness of this tool is lower: 2-3% is a good result. But in this case, the tool works, and it is worth using. The main thing is to do it wisely. Our experience shows this.