Today we continue with our series for pizza business owners about building an online presence that will get you noticed! So far, we’ve covered websites, social media, and SEO. Our next focus will be on list building and email marketing. Although these topics are related, there is so much to cover that we will split our discussion in two. Let’s start by answering your burning questions about how to build an email list.
Why Should I Build an Email List?
Your first question may be why you need to build an email list in the first place. After all, you probably already have a website, and chances are you’re on social media too. So why should you add list building and email marketing?
The reason is that email is a highly effective way to increase customers and sales. Consider these statistics:
- When it comes to receiving offers from restaurants, email outperforms other marketing channels by 92%
- The average expected ROI is $40 for every $1 spent on email marketing.
- 59% of people say that marketing emails influence their purchase decisions.
To reap the benefits of email marketing, you must first build a list of customers to whom you can send emails. Fortunately, list building just got a lot easier! We’re explaining how to build an email list in just 3 simple steps below.
How to Build an Email List? 3 Simple Steps!
Building an email list is an essential part of growing your pizza business. Not only does it allow you to keep in touch with your customers, but it also allows you to promote new menu items and specials directly to them in their inboxes. Here are 3 simple steps to get started.
Step 1: Create a Sign-Up Form
Creating a sign-up form is the first step in building an email list for your pizza business. The form should include fields for the customer’s name and email address, and it’s a good idea to have a checkbox for customers to opt-in to receive promotions from your business. This way, you can ensure that only those interested in receiving emails from you will be added to your list.
Keep the design simple, clean, and minimalistic. Use images and colors that match your brand, and make sure the form is mobile-friendly so customers can easily sign up from their phones.
In terms of language, use simple, straightforward language that explains the benefits of joining your email list and what customers can expect to receive once they sign up. For example, you could say, “Sign up for our email list and be the first to know about new menu items, special deals, and exclusive promotions.” This will help entice customers to sign up and give them a clear idea of what they can expect from you.
When your form is complete, place it in several prominent locations on your website, social media channels, and in-store so it’s easy to find.
Step 2: Decide on Incentives
Incentives are essential to list building because they give people a reason to join your email list today. Incentives often take the form of lead magnets. A lead magnet is something valuable (content, an offer, etc.) that you provide to customers in exchange for their email addresses. Some ideas include:
- Discounts: The most traditional ‘lead magnet’ for pizza restaurants is to offer a discount to those who sign up. It could be a percentage off their order, a BOGO offer, or something else that entices them to join the email list.
- Samples/Free Items: Another incentive that works for pizza restaurants is to offer a sample or free item in exchange for signing up for your list. For example, you may have a new appetizer on the menu, and when people join your list, they can try it for free.
- eBooks: You can also use eBooks as lead magnets, providing value to customers and establishing your business as an authority in the pizza industry. For example, you may create an eBook about the art of pizza making or share some recipes in a PDF.
- Free Events: A final lead magnet idea for pizza restaurants is to hold a free event for those who sign up for your email list. For example, you may hold a pizza-tasting event to try out a new menu item or offer a pizza-making class with your head chef.
Step 3: Promote Your Sign-Up Form
Promoting your sign-up form is just as important as creating it. You need to make sure that your customers are aware of it and know where to find it. There are several ways to promote your sign-up form:
- In-Store Signage: Place posters or banners near the register or in other high-traffic areas of your restaurant. These should include clear instructions on how to sign up and any incentives you’re offering for doing so.
- Social Media: Use platforms like Facebook, Twitter, and Instagram to share information about your sign-up form and any incentives you offer. You can add the link to your profile and create social media posts.
- Website: You can also promote your email list on your website—front and center on the home page. Let people know what it’s all about and what’s in it for them when they join.
- Receipts: Another way to promote your sign-up form is to include it on your receipts. You can use a QR code to make the sign-up process more convenient. That way, customers can scan the code with their smartphones to go directly to the page where they can sign up.
By promoting your sign-up form in various ways and offering incentives, you can ensure that customers are aware of it and get more people to sign up. This will grow your email list and ultimately help you use email marketing to connect with customers, promote new menu items, and drive sales.
The key is to be consistent with your promotion. List building takes more than just a one-time effort! Make sure to promote your list throughout the year using various channels. You can also switch up your incentive periodically to see what works best to entice sign-ups.
What Next After List Building?
Now you know how to build an email list! If you follow the steps above, your email list will grow in the weeks and months ahead. So, you must be prepared for what happens next.
One of the worst things you can do is build an email list and then go silent for weeks or months. Once you have your list, the goal is to use email marketing to delight your customers and stay top of mind. For tips on using email marketing to your advantage, stay tuned for our next article!
