This Hack Improves Email: Purge Non-Responders to Skyrocket Engagement

Here’s a question we’re sometimes asked by restaurant marketers: Since it doesn’t cost anything, what’s the harm in continuing to send email marketing to everyone, even if they never respond? (The thinking is that it’s free, and maybe a tiny fraction of those people might one day open and respond to the message.)

On the contrary, continuing to market to non-responders is more than just a nuisance to them – it’s a flat-out misstep on your part. (And doing so has the added indignity of tarnishing your brand.)

Simply put, sending unwanted emails reduces the impact of your marketing efforts. Unopened email signals to email providers that your messages may not be welcome, risking they be marked as spam. Which means they never reach any audience, including those customers who are expecting your email.

That’s why purging non-responding email recipients is an essential step to maintain a clean, efficient communication channel. Here's what you get when you clean up your list:

• Improved Deliverability: Regularly cleaning your email lists ensures messages land in the inbox, not the spam folder
• Enhanced Engagement: By focusing on engaged users, your messages resonate to drive higher open and click-through rates (and ultimately better ROI)
• Cost Efficiency: By targeting active recipients, you ensure your marketing budget is spent wisely

As a marketer, shift your focus from quantity to quality. By weeding out non-responders and honing in on those who look forward to your offers, you enhance the effectiveness of your campaigns, and foster genuine connections with guests. This approach ensures your efforts have impact, and sets you up for sustained growth and success.

To remove non-responders or unengaged recipients from your database, you should:

1. Identify Non-Responders: Segment your email list by engagement levels, identifying recipients who haven't opened or clicked in a set period.
2. Develop and Launch a Re-Engagement Campaign: Send re-engagement emails to these non-responders to give them a chance to show interest.
3. Purge Your List: Remove those who still don't engage after your re-engagement efforts.

This approach ensures you maintain a healthy email list, improving deliverability and engagement rates.

This kind of segmentation and campaign development can be done on-demand in minutes with the Fishbowl GRM (our powerful Guest Relationship Management too), and if you’re struggling to get it right, we’d love to talk with you. (Visit us at: https://in.fishbowl.com/linkedin-restaurant-marketing-platform)

#RestaurantMarketing #EmailMarketing #GuestEngagement #AudienceSegmentation