OpenTable Emails (1.9% of seated diners)
Last year, we sent more than a billion emails to our millions of opted-in diners around the world. Typically, we are sending 2-3 emails per week featuring local restaurants. Many of the emails are powered by our data science team, who provide highly localized and personalized recommendations diner-by-diner. They help bring more exposure to your restaurant, and include communications such as Seasonal Promotions (your Christmas or Valentine’s Day specials), and Featured Lists (tags that you select - ‘good for brunch’, ‘business lunch’). These emails not only keep restaurants and OpenTable top of mind for diners, but also inspire diners to book.
OpenTable Ads (display, social and mobile; 1.1% of seated diners)
The final part of the OpenTable marketing engine is finding and enticing diners throughout the web, mobile and social media. On Facebook and Instagram, food is the #2 category and we want to participate in as many of those conversations as possible to turn daydreaming into dining occasions. Our team is continuously building content and community with diners through Twitter and Snapchat as well.
We also know that when diners visit your restaurant page on OpenTable, that means they have intent to dine. And when they don’t convert to a booking, we are aggressive about trying to get them to come back and book at your restaurant. We use retargeting ads to track consumers’ internet behavior to remind them of the restaurants they were considering. It helps to be persistent as these ads help diners pick up where they left off in researching your restaurant.
Additionally, we use digital and social marketing to target hard-to-reach travelers visiting your city and provide them with recommendations of where to dine.
We spend tens of millions of dollars per year marketing the restaurants who work with OpenTable. We hire the people, forge the partnerships, follow the latest in marketing technology, and we pay the media cost. You only pay when diners sit at your restaurant.
We’re committed to delivering you the diners and data you want, when you want them.
If you have any questions, or would like to get these stats specific to your restaurants, please don’t hesitate to reach out to your Account Manager or to call our support team directly at 1-800-OPENTABLE.
Here’s to full tables and extra thirsty diners,
Former SVP, Marketing