Direct Mail For Restaurants: 7 Ways To Bring In More Revenue

Direct mail may sound like a marketing tactic of the past, but it can still be an effective restaurant marketing tool today. From high response rates to more trust from consumers, there are plenty of benefits of direct mail campaigns when they’re done right. 

Here are 7 direct mail marketing tips to help you drive more revenue for your restaurant.

1.  Build a targeted list 

For your direct mail campaign to have an impact, you need to be reaching the right audience.  That’s why it is so important to build a targeted direct mail list. There are a number of different ways to build your mailing list.  You can gather info from the customers dining at your restaurant, work with a reputable mail house who can provide you with a list, or easily target based on zip code.  Whatever method(s) you choose, just make sure your direct mail campaigns are reaching your restaurants’ main target audience. 

2. Send a menu 

This is a classic tactic for a reason!  Sending your menu, along with highlighting any takeout or delivery options you have available, is a straightforward way to get your food in front of a large number of customers. If you do choose to go this route with your restaurant direct mail, be sure to include plenty of pictures of your food and make the menu eye-catching.

3. Promote special offers or discounts 

An alternative to mailing out a full menu is to focus on select specials, offers, or discounts. Offering a promotion through your direct mail campaigns helps ensure your mailers are providing value to the recipients.  You’re more likely to get a response to your direct mail efforts if you’re offering something people find valuable.

4. Keep your design simple 

Another key to a successful restaurant direct mail campaign is keeping the design simple.  When it comes to direct mail for restaurants, less is more. A few general design tips to keep in mind: 

  • Use large text 
  • Focus on short, easy-to-understand phrases 
  • Keep the layout clean and not cluttered 
  • Use pictures instead of text whenever possible

5. Personalize your mailers 

Just like with many other forms of restaurant marketing, personalization can really take your restaurant direct mail to the next level. People want to feel like the marketing materials they’re seeing are actually relevant to them. 

It’s been shown that something as simple as adding the recipient’s name to a piece of mail can increase the response rate by as much as 135%. Based on the information you have about your mailing list, try to customize your direct mail campaigns to each recipient as much as you can. 

6. Use QR codes 

Direct mail helps you reach people offline, but that doesn’t mean it has no ties to your digital presence. It’s helpful to include a QR code on direct mail pieces so customers can easily access your website, online ordering platform, or any other landing page you want to direct them to. QR codes are a simple and fast way you can drive people from reading your postcard to visiting your website and eventually making a purchase. 

7. Prepare your website 

Finally, many of the people who receive a piece of mail from your restaurant will likely visit your website before actually paying you a visit. They may want to explore the menu more, learn more about where you are located, or just find out more information about your business in general. 

You need to make sure your website is ready before sending a direct mail campaign. Ensure your restaurant website is optimized, that all contact information and pictures are up-to-date, and that your keywords are updated.  You want direct mail recipients to be impressed and have a positive experience with your website.  That way, they’ll have a better experience with your brand overall and will be more likely to become customers! 

With the tips above, you can grow your restaurant’s revenue using direct mail. It’s not the newest or most glamorous restaurant marketing tactic, but it really does work! The best restaurant marketing plans include direct mail in their strategy. 

If you need help getting started with direct mail or any other digital marketing for your restaurant, BYK Digital can help. Contact us today for a free consultation.

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