Create and Send Email Marketing Campaigns

The Email Marketing Campaign feature allows you to send automated mass emails to guests directly from your Libro dashboard, eliminating the need for a third-party integration. You can easily create and send promotional content that is fully branded, ensuring your restaurant stays top-of-mind.

For ideas and tips on how to create an efficient email campaign, please view the related article by clicking here. 

Key Benefits

• Centralized Management: Handle your database and outreach in one place without exporting lists.

• Precision Targeting: Use Guest data like visit history and spending habits to send the right message to the right person.

• Tracked Conversions: See exactly how many Reservations and seats were generated by each campaign.

• Brand Consistency: Use pre-set templates to ensure every email matches your restaurant’s aesthetic.

Step-by-Step Instructions

Getting Started

Before creating your campaigns, ensure you have set up your Email Template in the Back Office. This template provides the branding and layout for all your marketing emails.

1. Open the Main Menu (green square, top left).

2. Click on Marketing Campaigns.

3. Click Create a New Campaign and select Email.

Step 1: Details

• Name your campaign: For internal use only (guests will not see this).

• Determine your audience: Use different filter to target a specific audience:

  • Language Preference: Filter by the guest's preferred language.

    • Note: If you select English only, the system will only target guests whose profiles are set to English.

  • Guest Profile Tags: Target specific segments like "VIP" or "Locals."

  • Guest Ratings: Filter by the average star rating guests have left.

  • Spending Habits: (Requires POS Connection) Filter by Average Spend or All-time Spend.

Important Note: Due to legal regulations (such as GDPR), if the restaurant is located in the European Union, only Guests who have explicitly consented to marketing can be reached. For more information on marketing consent, click here.

Step 2: Message

• Subject Line: Create a compelling title visible to your guests.

• Compose Content: Use the toolbar to add emojis, images (max 500Kb), and links.

• AI Writer Tool (Signature Package): Click the AI icon to generate high-quality content or translations automatically. For a deep dive into this feature, see our AI Writer article here.

• Call-to-Action (CTA): Toggle the "Reserve Now" button. You can link it to your general widget or a specific date/event.

• Preview: Use the Send Email Preview button (limit: 10 per day) to see how it looks before going live.

Use the AI Writer Tool To Compose Your Message

Click on the AI button to generate a field. Enter your guidelines, and click "Generate and AI response". 

Insert Booking Link and Variables

• You can use the tool bar to personalize your email content by adding emojis, images, files, links, etc.

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•  You can also use the expand button on the right-side of the tool bar to access a full-screen text field to help you efficiently create your email.

  

• You can include a "Reserve Now" button in your email, allowing clients to be redirected to your reservation widget. Additionally, you have the option to specify a particular date for the redirection, ensuring it aligns perfectly with your campaign objectives.

  

Inserting an Image

• Images inserted in the email have to be under 500Kb
• We recommend using the zoom tool to enlarge the image as much as possible, especially when adding the "Reserve now" button. This will ensure the image and the reserve button are centered in the email.
• Please note that due to security and compatibility reasons, the images must be inserted directly from the tool and the copied ones will be deleted.

Step 3: Confirm

Review your details, and select one of the following actions:

1. Save as Draft: Finish it later.

2. Save as Template: Save the design to reuse it for future campaigns.

3. Save & Schedule: Pick a future date and time.

4. Save & Send Now: Launch the campaign immediately.

Managing Campaigns

Use the tabs at the top left (Scheduled, Drafts, Sent, Templates) to organize your work. Click the three dots (⋮) next to any campaign to Duplicate, Edit, Delete or Create Campaign from Template.

Tracking Success (Statistics)

In the Sent tab, you can track the following data:

• Open Rate: Corresponds to the percentage of customers who opened the email.
• Bounce Rate: Corresponds to the percentage of emails that could not be delivered (this can happen for different reasons, such as an incorrect email address).
• Click Rate: Corresponds to the percentage of customers who clicked on at least one link contained in the email (such as the booking button or any other hyperlink you added).
• Generated Seats: Corresponds to the number of customers and the number of bookings generated by your campaign. How is this calculated? 
  • If a client opens the email and uses the reservation link to place a reservation. 
  • If a client opens the email, then within a certain period of time, places a reservation without using the reservation link of the campaign (i.e., goes through your website to access the widget). 

Understanding Conversions

• Direct Conversion: The guest clicked the “Reserve Now” button in your campaign and completed a reservation directly through that link
• Indirect Conversion: The guest opened your campaign, but instead of using the “Reserve Now” link, they made a reservation through your website widget within 30 days of receiving the campaign

Accessing Reports

For a deeper dive, visit the Reports section in the Back Office:

1. Access your Libro Back Office
2. Go to Reports, then Marketing Campaigns
3. Use filters to display the desired data fields
4. Click Export (PDF, Excel, or CSV)

Important:

• If the results exceed 2,500 lines, you must download the document as a CSV file. PDF and XLS formats will be available if the result is under 2,500 lines.
• You'll need to accept cookies for this page, otherwise, you'll have trouble downloading the file

Best Practices for Email Success

• Segment Your Audience: Avoid "blasting" your entire list. Use Guest Profile Tags (like "VIP" or "Local") to ensure your message reaches the most relevant Guests.

• Perfect Your Subject Line: Keep it under 50 characters and create a sense of urgency (e.g., "Only a few Reservations left for Saturday!") to boost your open rate.

• Optimize for Mobile: Ensure images are under 500Kb so they load instantly. Always use the Send Email Preview button to check how the layout looks on a smartphone.

• Clear Call-to-Action: Don't distract the Guest with too many links. Use the Reserve Now toggle to lead them directly to your Reservation widget.

• Time Your Send: Aim for mid-week (Tuesday or Wednesday) when Guests are typically planning their weekend outings.