How to use FOMO in Hospo Emails to drive sales

Fear of missing out (FOMO) is a powerful emotion that can be used to drive sales. It’s used in every industry, from the top of governments down to your local pub.

But the key is to use it respectfully and sparingly

In the restaurant industry, FOMO can be used to encourage customers to book reservations, try new dishes, or visit your restaurant during off-peak hours.

Here are some tips on how to create FOMO in your restaurant emails:

  • Highlight limited-time offers. Let customers know about your daily specials, happy hour deals, and other limited-time offers. This will create a sense of urgency and make them more likely to book a reservation or order takeout.
  • Showcase your best dishes. Share photos and videos of your most popular dishes. This will make customers hungry and want to try for themselves.
  • Create a sense of exclusivity. Offer exclusive discounts or promotions to your database contacts. This will make them feel special and more likely to continue reading your content and entice new customers to join. 
  • Voucher reminders – Use SMS to get your message to your customer at the right time. Checkout the Ultimate SMS Guide 👈 here  
  • Last-minute bookings –  Use SMS to drive immediate bookings – see how the Yarraville Club uses SMS to fill the house 👈 here

Following these guidelines is how you use FOMO in your restaurant emails and drive more sales.

Here are some additional tips:

  • Use urgent language. Tell customers that your offer is only available for a limited time or that there are only a few seats left.
  • Make it easy to act. Include a clear call to action, such as a link to book a reservation or order takeout.
  • Personalise your emails. Address your subscribers by name and use language that is relevant to their interests. This will make your emails feel more personal and increase the chances of them being opened.
  • Track your results. Use email analytics to track how well your FOMO campaigns are performing. This will help you to see what is working and what is not.

But the biggest takeaway from this is to be kind and use sparingly, which means not every communication. And keep it consistent.  

Niel Vaughan
Author: Niel Vaughan