Location is essential for the restaurant and takeaway industry. Talk about venues and offers outside of the consumer’s catchment area and you receive an instant switch off. If you lived in Milton Keynes would you really want to receive offers for London? Locations are often difficult to deal with compared to a generic email, so where do you start?
Segment Your Customers by Location
First of all, what are the segmentation options are available to you?
Using the postcode or region is a simple way of slicing up your email database, especially if you intend on manually producing content for each of the different areas. You could end up with lots of different email versions, which can be too much to handle when creating content manually. We suggest setting rules for each area and populating email campaigns with dynamic content.
Defining the catchment area
Customers who live on outskirts of an area can experience issues with the information received. They may not be anywhere near the restaurant promoted in the email and could potentially miss out on offers just the other side of the area border.
Using the distance from an individuals postcode is far better, although this does require more complex rulesets to pull in your dynamic content.
How far is relevant?
It can be tempting to expand on the areas targeted by your email to boost numbers. However, this is a false economy and will lead to customers getting bored of irrelevant restaurants offers. They are more likely to open emails when there is something relevant to see, and less likely to mark the them as junk.
Gathering location details
If you don’t have address details for your customer not all hope is lost – there are ways to work this out. Firstly, it is important to capture it at the point of sign up. If that has been missed you could look at the IP address of where they signed up from, or failing that any emails they have opened. This can be resolved to a location. It’s not always 100% accurate, but usually near enough for location targeting at this level.
Create a preference centre for your customers. Ask them what type of offers they want to receive and the locations they are interested in. You can do this at any point and highlight that you’re making efforts to improve their experience.
Frequency rules for each location
Finally, not all locations are equal as some will have more restaurants than others. The quieter areas may therefore benefit from less emails sent, otherwise the repetition of seeing the same restaurants will become tiresome. Make sure you get your frequency right for each customer segment.