Last week we published a roundup of some of our favorite holiday-themed emails that restaurants sent out during December. Soon after, we learned that multiple messages were created by the team at Ideawork Studios, a branding and digital marketing agency that specializes in luxury and hospitality brands. We couldn’t wait to learn more from them about what works and what doesn’t in the world of email communications.
Ideawork partners with brands — including Jean-Georges Restaurants, Le Bernardin, Charlie Palmer Restaurants, Daniel Boulud, Eleven Madison Park, The NoMad, and Andrew Carmellini’s restaurants — on naming, identity, graphic design, web development, and ongoing e-marketing, among other services.
“They are awesome individuals and have a lot of commonality,” says Jay Schwartz, owner and Chief Creative Officer, of the chefs he works with. “They are crazy meticulous about their brands and are all very involved. If there’s one takeaway, it’s this: Trust people to do what they do, but also don’t go in blindly. You need to be involved in all facets of your restaurant, not just the back of house or front of house.”
We asked Jay to share some of his email marketing best practices for restaurants — here are 12 tips to keep in mind.