With e-mail, restaurants can be in touch with their customers quickly and easily, but it’s important not to abuse the privilege by doing so too frequently. Restaurants can also err by not communicating enough. “If your subscribers hear from you only once every six months, don’t be surprised if you see them just as infrequently,” says Gail Goodman, ceo, Constant Contact.

“The frequency and timing of e-mail marketing communications will be different for every restaurant,” says Gail. “Test variables and then monitor feedback and unsubscribe requests, which can help you understand what works. Then make a plan – it may change, but you’ll have a strong foundation. It’s important to send communications on a regular schedule.”

Fishbowl Marketing helps clients plan an annual calendar to drive traffic as well as keep up a flow of communication. ”We recommend a combination of three basic types of mailings,” says Andrea Von Utter, chief marketing officer. The first is loyalty-driven. “When customers join the e-club, we acknowledge it with a gift – a free appetizer, etc. We reach out pretty quickly,” she adds. “It’s the next day for an e-mail registration; if they enrolled in store, it’s a week or two.” Gail underscores the importance of a quick initial response. “If you wait too long, your list and the permission you fought hard to obtain can become stale.” Fishbowl sends two other types of loyalty e-mailings annually – for a customer’s birthday and for the anniversary of their enrollment.

Andrea says that most of their casual dining clients can see a positive return on the program just from the loyalty mailings. “Of course, we encourage restaurants to send more to keep in communication with customers,” she says. So, the second category is monthly mailings, tied to holidays or occasions, and the third is special event promotions as needed to market wine dinners, special entertainment, etc. “Focus on informing guests about anything specific that’s going on in the restaurant and remember that not every mailing needs to be a coupon or gift – just a reason to visit,” Andrea says.