In the catering industry, the essence of marketing is to impress customers and make them feel that the dishes or services of their enterprises exceed the value they pay. Of course, to achieve this effect, the most important thing is to ensure that the taste and quality of the dishes are excellent and the service quality is good, which has a good advantage with enterprises in the same industry. This advantage can come from price, taste of dishes, service, environment and so on.

With the rapid development of the Internet era, information dissemination is accelerated and information tends to be transparent, prices of various industries tend to be transparent, and there is little room for product price adjustment. Of course, in the catering industry, the competitiveness of products depends not only on the price, but also on the factors attached to the products, such as service, environment, taste, etc., that is, whether customers can enjoy the service equivalent to or even higher than the price at the corresponding price, bring the details of physical and mental pleasure to customers, and make customers feel value for money.

In the process of mail marketing, it is very important to convey the product characteristics, service quality, corporate culture and so on to customers and accurately find the pain points of customers. Today Rushmail shares with you how the catering industry uses email marketing to seize the pain points of customers.

(A), the type of mail contrast

With more and more food safety accidents on the Internet, customers are increasingly worried about food safety. You can catch the pain points of customers' concerns about food safety in the mail.

You can give examples of safety accidents in recent years, and you can tell customers how to distinguish food, for example, you can teach customers how to distinguish waste oil, whether the bottom material of hot pot is reused and so on. And the mail reflects the food safety of your own restaurant, such as putting clean and tidy photos of the restaurant into the mail, or putting out a series of cooking oil, meat, vegetables, fruits and so on. Let customers rest assured at a glance.

In the mail, the restaurant with problems is compared with its own restaurant, which forms a huge contrast, catches the eye of customers and increases the marketing effect of mail marketing.

(2) Pay attention to the type of mail.

In the catering industry, basically every restaurant has its own special dishes, which can be used for marketing promotion. For example, whenever the seasons change, customers can be reminded that the climate changes frequently and they need to pay more attention to cold protection and warmth. And you can design and push "cold and warm" cuisines for customers to choose, or you can design and push cuisines that can relieve the fatigue of staying up late and protect your health according to the characteristics of employees who often stay up late.

Of course, make good use of Rushmail's personalized function and set the sender's name in the email, so that every customer feels that this email is specially sent to him. This dish is also specially designed for him, which can improve customers' goodwill and promote enterprise consumption.

Finally, in the catering industry, when sending emails, the most important thing is to use pictures to speak. When describing dishes, no matter how many pictures are described, it is not as good as a picture to make people have an appetite, make customers eager to spend in restaurants, and promote the development of enterprises.