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Have you ever worked in the restaurant business? Ever managed a restaurant? If you have, you know how different each day can be and how different each customer can be. No two days, or two customers are the same. For anyone who has not worked in a restaurant, you’ll still appreciate this as long as you’ve been to a few different restaurants in your life.
As B2B marketers, we need to think of email marketing in the same light as a restaurant manager would run his or her business. Here’s why.
The Menu Design
When a restaurant designs a menu, they take several things into account. First, there is the aesthetic – the look, the feel. They consider what types of materials are used, what the layout will be and how this translates to the overall experience they want customers to have. How does the menu support the overall experience?
In terms of how this relates to B2B email marketing, think of your email as a menu. How are your email templates designed relative to your overall brand? Does your email marketing support your other digital marketing? Is it consistent with your branding? Will your customers and prospects associate the email layout with your website layout?
The Menu Content
Next in the menu development comes the items on the menu – appetizers, main courses, desserts and perhaps a separate wine or beer menu. The dessert menu may be separate from the main menu. A restaurateur knows the importance of getting this right. Customers arriving for dinner don’t want to start with the dessert menu. And, when they look at the main dinner menu, they want to see dishes that are relevant to them and the restaurant they chose. If you choose a steak place, you expect steak on the menu, not pizza.
As a B2B marketer, you likely have many products or services available to your customers and prospects. What content do you want to include in your email? ...
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