​Tap into the power of the text

For better or worse, we’re all tethered to our phones. So why not use this to your advantage? According to research from the Local Project, text is the most commonly used form of communication for American adults under 50. The online marketer 99Firms found that the open rate for text messages is 99 percent, as compared to 17-28 percent for emails. Texts get attention, yet according to the communications firm MessageDesk, only 60 percent of marketers use them to interact with guests and build stronger connections with them. Consider the potential uses of text in your business. The Rail suggests using text to share discounts and specials, personalized promotions, loyalty rewards updates, and survey requests. You could also harness text to manage communications about reservations, send guests updates about the availability of their table, or to streamline curb-side pickup. At a time when restaurant operators are concerned about cutting costs where possible, texting is a cost-effective way of reaching guests at scale and targeting them with segmented messages. They are also easy to automate, so you’re setting yourself up to connect with guests on auto pilot. Just make sure you’re not bombarding your recipients with messages and that the ones you send contain information that’s actionable and valuable.

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