Reactivating Past Diners: Direct Mail Loyalty Campaigns That Work

Exploding Topics says that the hospitality and restaurant industries have a customer retention rate of 55%. That means more than half of your guests are already inclined to return if you give them a compelling reason.

Instead of fighting over new customers with your competitors, you can reawaken the interest of people who already love your food.

Reactivating past diners with direct mail loyalty campaigns that work is a powerful method. When you focus on the customers you've already served, you can boost profits without spending a lot of money on marketing.

Read on to understand the power of direct marketing and get tips for reactivating restaurant customers.

The Power of Direct Mail in Loyalty Marketing

Direct mail stands out in a world flooded with emails and digital ads. It feels personal and lands in your diner's hands instead of being buried in a spam folder.

If you combine the tangible nature of print with a special loyalty offer, you'll have an effective direct mail campaign. You can reignite old connections with things like:

• A tempting image of your signature dish
• A time-sensitive offer
• An exclusive 'Welcome Back' deal
• A personalized message referencing a past favorite order

Combining Direct Mail and Customer Loyalty Programs

Loyalty programs are the key behind many successful diner retention strategies. They create a sense of belonging that turns an occasional guest into a regular.

By using direct mail to promote these programs, you'll be sending more than ads. Your mail will serve as a personal invitation to reconnect with your community.

Give your past diners a reason to return by highlighting your loyalty program in a well-designed mailer. Make them feel special and like part of a community that the rest of the general public may not be aware of.

Reactivating Past Diners With Direct Mail Loyalty Campaigns That Work

Tying your direct mail loyalty campaigns with an ongoing rewards system can turn a single visit into a cycle of repeat business. Each mailer becomes another touchpoint, reminding your guests why they chose your restaurant in the first place.

Here are some strategies to try.

Send an Exclusive Early-Bird Coupon for Seasonal Specials

Getting first access to something sparks a lot of curiosity. Mailing an early-bird coupon for a seasonal menu item or limited-time special will create a sense of privilege.

Your guests will feel like insiders if they learn you're inviting them to get the first taste of your seasonal specials. Additionally, the excitement of trying something before everyone else will likely encourage them to visit your restaurant.

Pair your exclusive coupon with a beautiful image of the dish to make the offer irresistible.

Surprise Your Top Spenders With a Free Meal

Being generous is often one of the most effective restaurant marketing tactics. Send a direct mail piece that says something like, 'Your next meal is on us. Thank you for being one of our best guests.'

Although it's a brief note, the impact will be significant. The message can create an emotional connection and show that you notice and value your diners' loyalty.

Top spenders will also feel appreciated and be more likely to return. Other ways to enhance the approach are:

• Include a personal message from the chef or owner
• Pair the free meal with a loyalty bonus
• Highlight a recommended dish
• Offer a limited-time redemption window

A small act of generosity is also a great way to encourage your diners to bring their friends and family along, boosting your revenue.

Taradel offers a self-service marketing platform that makes it easy to run a direct mail campaign. You don't need any design skills to use our tool since you can easily create and mail professional-quality pieces.

You may also choose our professional design service to enhance your brand's appeal and maximize returns. Our pros will bring your sketches to life or help you create a new design from scratch.

Offer Double Points for a Limited Time

Everyone loves an enticing deal, especially one that leads to something bigger. Offering double points for a short period will encourage your diners to return more frequently.

Create a direct mail announcement, offering double points for only a month to create urgency while rewarding loyalty. Such can help you reactivate diners who were active in your loyalty program before but haven't visited lately.

Invite Inactive Diners to a Members-Only Tasting Event

Exclusivity is a powerful motivator in almost every industry. When your past diners receive a beautifully designed invitation to a member-only tasting, they feel like VIPs. It can include:

• Sneak peek at a seasonal menu
• Chef's table experience
• Mixology demonstration
• First access to new signature dishes
• Pairing menu experience

These events give your guests a reason to return, as they offer something unique they can't get on a regular day. Mailing the invite directly creates a lasting impression unmatched by digital messages. After the event, they can keep it as a reminder of a wonderful experience.

At Taradel, we help you bring your marketing visions to life. Instead of just reaching your audience, we dazzle them with captivating direct mail. Our services will help you generate more responses and build your brand.

Mail a Birthday or Anniversary Card With a Complimentary Dessert

Special occasions are perfect opportunities to reconnect with inactive diners. Show you value them by sending personalized cards before their birthday or anniversary. You may also complement the cards with a dessert offer, perhaps something they ordered and loved before.

Such gestures will help you build an emotional connection. With a physical card, you'll also increase the chances of your guest redeeming it.

Keep Your Tables Full With Effective Direct Mail Loyalty Campaigns

Reactivating past diners with direct mail loyalty campaigns that work will grow your business. Bring your regulars back by offering double points. Make them feel special by inviting them to exclusive events and sending personalized cards.

Each of these touches will reinforce loyalty and strengthen emotional connections.

Taradel offers creative direct mail solutions in just four simple steps. Using the latest data, we help you target promising prospects and tailor your mailers. Once you launch a campaign, track the engagement metrics with our tool.

Start your campaign to turn past diners into regulars once more.