Marketing & CRM Platform
Drive customer engagement and repeat visits with integrated marketing campaigns, customer relationship management, and automated outreach.
Overview
The Marketing & CRM platform helps you:
- Build and manage customer profiles
- Segment customers by behavior and preferences
- Send targeted email and SMS campaigns
- Automate marketing based on triggers
- Track campaign performance and ROI
- Integrate with loyalty program
┌─────────────────────────────────────────────────────────────────┐
│ MARKETING DASHBOARD │
├─────────────────────────────────────────────────────────────────┤
│ │
│ CAMPAIGN PERFORMANCE Last 30 Days │
│ ───────────────────────────────── │
│ Campaigns Sent: 12 │
│ Total Recipients: 8,456 │
│ Average Open Rate: 34.2% (Industry avg: 21%) │
│ Average Click Rate: 8.7% (Industry avg: 2.5%) │
│ Revenue Attributed: $12,340 │
│ │
│ CUSTOMER DATABASE │
│ ───────────────────────────────── │
│ Total Customers: 4,523 │
│ Email Subscribers: 3,890 (86%) │
│ SMS Subscribers: 2,145 (47%) │
│ New This Month: 234 (+5.4%) │
│ │
│ TOP SEGMENTS │
│ ───────────────────────────────── │
│ 🥇 Regulars (weekly+) 847 customers $89 avg spend │
│ 🥈 Lapsed (30+ days) 623 customers $45 avg spend │
│ 🥉 High Value ($100+ orders) 412 customers $142 avg spend│
│ 📱 Online Orderers 1,234 customers $52 avg spend │
│ │
│ [Create Campaign] [View Segments] [Automation Rules] │
│ │
└─────────────────────────────────────────────────────────────────┘
Customer Database
Customer Profiles
Each customer profile includes:
| Field | Source | Description |
|---|---|---|
| Contact Info | Account signup | Email, phone, address |
| Order History | Transactions | All orders, items, spend |
| Visit Frequency | Check-ins | Days since last visit, avg frequency |
| Preferences | Orders & feedback | Favorite items, dietary needs |
| Loyalty Status | Loyalty program | Points, tier, rewards |
| Marketing Consent | Opt-in | Email, SMS preferences |
Viewing Customer Profiles
- Go to Manager → Marketing → Customers
- Search by name, email, or phone
- Click customer to view full profile
┌─────────────────────────────────────────────────────────────────┐
│ CUSTOMER PROFILE │
├─────────────────────────────────────────────────────────────────┤
│ │
│ John Smith Member Since: │
│ john.smith@email.com January 2026 │
│ (555) 123-4567 │
│ │
│ LOYALTY STATUS │
│ ───────────────────────────────── │
│ Tier: Gold ⭐⭐⭐ Points: 2,450 │
│ Lifetime Spend: $1,847 Visits: 32 │
│ │
│ SEGMENTS │
│ ───────────────────────────────── │
│ [Regular] [High Value] [Online Orderer] [Lunch Crowd] │
│ │
│ RECENT ORDERS │
│ ───────────────────────────────── │
│ Jan 22 Dine-in $47.50 Ribeye Steak, Caesar Salad │
│ Jan 18 Online $32.00 Burger Combo, Fries │
│ Jan 15 Dine-in $62.00 Family Meal Deal │
│ │
│ PREFERENCES │
│ ───────────────────────────────── │
│ Favorite: Ribeye Steak (ordered 8x) │
│ Dietary: No shellfish │
│ Preferred: Table by window │
│ │
│ COMMUNICATION │
│ ───────────────────────────────── │
│ [✓] Email marketing [✓] SMS marketing │
│ [✓] Order updates [ ] Birthday offers │
│ │
│ [Send Message] [Add Note] [View Full History] │
│ │
└─────────────────────────────────────────────────────────────────┘
Importing Customers
Import existing customer lists:
- Go to Marketing → Customers → Import
- Upload CSV file with columns:
- Email (required)
- First Name, Last Name
- Phone
- Birthday
- Custom fields
- Map columns to fields
- Review and import
Customer Segmentation
Pre-Built Segments
| Segment | Definition | Use Case |
|---|---|---|
| Regulars | Visit weekly or more | Reward loyalty |
| Occasionals | Visit 1-3x/month | Increase frequency |
| Lapsed | No visit 30+ days | Win-back campaigns |
| New | First visit < 30 days | Welcome series |
| High Value | Top 20% by spend | VIP treatment |
| At Risk | Declining frequency | Retention offers |
| Birthday This Month | Birthday in current month | Birthday offers |
| Online Orderers | Placed online orders | Digital-focused offers |
Creating Custom Segments
- Go to Marketing → Segments → Create
- Define segment rules:
┌─────────────────────────────────────────────────────────────────┐
│ CREATE SEGMENT │
├─────────────────────────────────────────────────────────────────┤
│ │
│ Segment Name: [Lunch Regulars ] │
│ │
│ RULES (customers matching ALL conditions) │
│ ───────────────────────────────────────────────────────────── │
│ │
│ [Visit Time ▼] [is between ▼] [11:00 AM] and [2:00 PM ] │
│ [AND] │
│ [Visit Count ▼] [is at least ▼] [4 ] in [30 days ] │
│ [AND] │
│ [Email Consent ▼] [is ▼] [Yes ] │
│ │
│ [+ Add Rule] │
│ │
│ PREVIEW │
│ ───────────────────────────────────────────────────────────── │
│ Customers matching: 234 │
│ Average spend: $18.50 │
│ Top item: Club Sandwich │
│ │
│ [Cancel] [Create Segment] │
│ │
└─────────────────────────────────────────────────────────────────┘
Segment Rules
| Category | Conditions |
|---|---|
| Visit Behavior | Frequency, recency, time of day, day of week |
| Spending | Total spend, average check, order count |
| Items | Purchased specific items, categories |
| Loyalty | Tier, points balance, rewards redeemed |
| Demographics | Birthday month, signup date, location |
| Channel | Dine-in, online, delivery, pickup |
Email Campaigns
Creating an Email Campaign
- Go to Marketing → Campaigns → Create Email
- Select template or start blank
- Configure campaign:
Step 1: Audience
- Select segment(s) or all subscribers
- Exclude specific segments if needed
- Preview recipient count
Step 2: Content
- Subject line
- Preview text
- Email body (drag-and-drop editor)
- Personalization tokens
Step 3: Schedule
- Send now or schedule
- Time zone settings
- A/B testing options
Email Templates
| Template | Use Case |
|---|---|
| Promotional | Discounts, special offers |
| Newsletter | Monthly updates, new items |
| Win-Back | Lapsed customer outreach |
| Birthday | Birthday offers |
| Loyalty | Points updates, tier upgrades |
| Event | Special events, holidays |
| Transactional | Order confirmations, receipts |
Personalization
Use tokens to personalize emails:
| Token | Inserts |
|---|---|
{{first_name}} | Customer's first name |
{{last_name}} | Customer's last name |
{{loyalty_points}} | Current points balance |
{{loyalty_tier}} | Current tier name |
{{favorite_item}} | Most ordered item |
{{days_since_visit}} | Days since last visit |
{{last_order_total}} | Last order amount |
A/B Testing
Test different versions:
- Enable A/B test when creating campaign
- Create version A and version B
- Choose test variable:
- Subject line
- Send time
- Content
- Set test size (10-50% of audience)
- Winner criteria (open rate, click rate)
- Auto-send winner to remaining audience
SMS Marketing
SMS Campaigns
Send text messages to opted-in customers:
- Go to Marketing → Campaigns → Create SMS
- Select audience
- Compose message (160 characters recommended)
- Schedule or send
SMS Best Practices
| Do | Don't |
|---|---|
| Keep messages short | Send walls of text |
| Include clear CTA | Be vague |
| Time appropriately (9AM-9PM) | Send late night |
| Include opt-out instructions | Forget compliance |
| Personalize when possible | Be generic |
SMS Templates
Examples:
FLASH SALE
"{first_name}, TODAY ONLY: 20% off your favorite {favorite_item}!
Show this text. Code: FLASH20. Reply STOP to unsubscribe."
WIN-BACK
"We miss you, {first_name}! It's been {days_since_visit} days.
Come back for a FREE appetizer. Show this text. Expires Sunday."
BIRTHDAY
"Happy Birthday, {first_name}! 🎂 Enjoy a FREE dessert on us
this week. Just show this text. -Your friends at [Restaurant]"
Marketing Automation
Automated Journeys
Set up automatic campaigns triggered by customer behavior:
┌─────────────────────────────────────────────────────────────────┐
│ AUTOMATION: Welcome Series │
├─────────────────────────────────────────────────────────────────┤
│ │
│ TRIGGER: New customer signs up │
│ │
│ ┌─────────────────────────┐ │
│ │ Customer Signs Up │ │
│ └───────────┬─────────────┘ │
│ ▼ │
│ ┌─────────────────────────┐ │
│ │ Wait 1 hour │ │
│ └───────────┬─────────────┘ │
│ ▼ │
│ ┌─────────────────────────┐ │
│ │ Send Welcome Email │ │
│ │ "Thanks for joining!" │ │
│ └───────────┬─────────────┘ │
│ ▼ │
│ ┌─────────────────────────┐ │
│ │ Wait 3 days │ │
│ └───────────┬─────────────┘ │
│ ▼ │
│ Made a purchase? │
│ / \ │
│ Yes No │
│ ▼ ▼ │
│ ┌──────────┐ ┌──────────────┐ │
│ │ End │ │ Send Offer │ │
│ │ Journey │ │ 10% off │ │
│ └──────────┘ └──────────────┘ │
│ │
│ Status: Active Enrolled: 234 Completed: 189 │
│ │
└─────────────────────────────────────────────────────────────────┘
Automation Triggers
| Trigger | Use Case | Action |
|---|---|---|
| New Signup | Welcome new customers | Welcome series |
| First Purchase | Thank new customers | Thank you + offer |
| Birthday | Birthday marketing | Birthday offer |
| Lapsed | Win-back inactive | Re-engagement offer |
| Loyalty Tier Up | Reward advancement | Congratulations email |
| Points Expiring | Prevent point loss | Reminder to redeem |
| Feedback Submitted | Follow up on reviews | Thank you / resolve |
Creating Automations
- Go to Marketing → Automation → Create
- Select trigger event
- Build journey with:
- Wait steps (hours, days)
- Email/SMS sends
- Conditions (if/then)
- Segment checks
- Activate automation
Promotions & Offers
Creating Offers
- Go to Marketing → Offers → Create
- Configure offer:
| Field | Description |
|---|---|
| Name | Internal name |
| Offer Type | Discount, BOGO, free item |
| Value | Amount or percentage |
| Conditions | Minimum spend, specific items |
| Validity | Start/end dates |
| Limit | Uses per customer |
| Code | Promo code (optional) |
Offer Types
| Type | Example |
|---|---|
| Percent Off | 20% off entire order |
| Dollar Off | $10 off $50+ |
| Free Item | Free appetizer with entree |
| BOGO | Buy one pizza, get one 50% off |
| Loyalty Bonus | 2x points on weekdays |
| Bundle | Meal deal for $19.99 |
Distributing Offers
- Email Campaign: Include offer in email
- SMS: Send code via text
- In-App: Push notification with offer
- Print: Generate QR codes for flyers
- Social: Share links on social media
Campaign Analytics
Campaign Performance
View detailed analytics for each campaign:
┌─────────────────────────────────────────────────────────────────┐
│ CAMPAIGN: January Weekend Special │
│ Sent: January 18, 2026 │
├─────────────────────────────────────────────────────────────────┤
│ │
│ DELIVERY │
│ ───────────────────────────────── │
│ Sent: 1,234 Delivered: 1,198 (97.1%) │
│ Bounced: 36 (2.9%) Unsubscribed: 8 (0.6%) │
│ │
│ ENGAGEMENT │
│ ───────────────────────────────── │
│ Opens: 412 (34.4%) Industry avg: 21% │
│ Unique Opens: 387 (32.3%) │
│ Clicks: 98 (8.2%) Industry avg: 2.5% │
│ Click-to-Open: 25.3% │
│ │
│ CONVERSIONS │
│ ───────────────────────────────── │
│ Orders from campaign: 47 │
│ Revenue attributed: $2,115 │
│ Conversion rate: 3.9% │
│ ROI: 847% │
│ │
│ TOP LINKS CLICKED │
│ ───────────────────────────────── │
│ 1. "Order Now" button 54 clicks (55%) │
│ 2. Menu link 28 clicks (29%) │
│ 3. Reservations link 16 clicks (16%) │
│ │
│ [View Full Report] [Export Data] [Duplicate Campaign] │
│ │
└─────────────────────────────────────────────────────────────────┘
Attribution Tracking
Track which campaigns drive revenue:
| Metric | Description |
|---|---|
| Campaign Revenue | Orders from customers who clicked |
| Influenced Revenue | Orders from customers who opened |
| Attribution Window | Days to count (default: 7 days) |
| ROI | Revenue / campaign cost |
Reporting
Generate marketing reports:
| Report | Content | Schedule |
|---|---|---|
| Campaign Summary | All campaigns, performance | Weekly |
| Segment Growth | Segment size changes | Monthly |
| Customer Acquisition | New vs returning | Weekly |
| Channel Performance | Email vs SMS | Monthly |
| Revenue Attribution | Marketing-driven revenue | Monthly |
Compliance & Best Practices
Email Compliance
| Requirement | How We Handle |
|---|---|
| CAN-SPAM | Unsubscribe link in every email |
| GDPR | Consent tracking, data export |
| CCPA | Opt-out honored, data deletion |
| Double Opt-In | Optional verification email |
SMS Compliance
| Requirement | Implementation |
|---|---|
| TCPA | Explicit opt-in required |
| Opt-Out | STOP keyword always works |
| Timing | Sends only 9AM-9PM local |
| Identification | Business name in every message |
List Hygiene
Maintain healthy email lists:
- Automatic cleaning: Remove hard bounces
- Engagement monitoring: Flag inactive subscribers
- Re-engagement: Win-back before removal
- Preference center: Let customers choose frequency
Voice Commands
Use Hey Maximus for marketing:
| Command | Action |
|---|---|
| "How did last email campaign do?" | Campaign performance |
| "How many new customers this month?" | Customer acquisition |
| "Send win-back campaign" | Trigger lapsed customer campaign |
| "What's our email open rate?" | Average open rate |
| "Show customer segments" | Segment overview |
Related Guides
- Loyalty Program - Loyalty integration
- Customer Feedback - Reviews and ratings
- Reports Overview - Business analytics
- Settings - Marketing settings