One of the most inexpensive, but powerful marketing tools a restaurant can use is email. It’s fast, responsive and relevant. There are many articles out there about how to use email, but few on collecting those email addresses that should be treated like our industry treats saffron - use it occasionally, sparingly and protect it carefully.

Email addresses are now used like fax numbers, phone numbers and other communication methods. They are published on many documents and advertisements. Below is a list of methods to begin your collection;

• Business cards you accumulate including your suppliers.
• Advertisements in local newspapers. Don’t forget the critics and food section editors.
• Property advertisements in newspapers, flyer’s and real estate magazines that are on every street corner. Pick the ones in your area. No one eats out more frequently than real estate agents.
• Social, business and fraternal organizations have emails in their rosters.
• A simple form at your counter or hostess stand asking if they want to be added to your email list for valuable coupons and specials.
• Offer a promotion that has a prize. To enter they must give you their contact information.
• Offer a free appetizer, entree or dessert on a guest’s birthday. They must fill out a form to be added to your database.

All of these methods will start your email collection quickly, but as a marketing tool you will want to perpetuate your data as a regular ongoing function. Remember, it costs the same to send out one email or 1000 emails. It works!

Larry Edger, Author

The Restaurant Ebook