While social media and SEO are powerful ways to reach new customers, email marketing is the workhorse that helps you keep them. When you have a list of people who love your food (and trust your brand), sending out a timely message with special offers or news can bring them back to your restaurant time and time again. In this post, we’ll show you the basics of email marketing for restaurants and how it can translate to loyal, happy diners.
Why Email Marketing Matters
According to a study by Constant Contact, email marketing can yield an average ROI of $38 for every $1 spent. This channel is particularly effective because you’re communicating with people who have already expressed interest in your restaurant by subscribing. That means they’re more open to your updates, promotions, and invitations to come dine in.
How to Build Your Email List
- Loyalty Programs: Encourage diners to sign up for points, free meals, or other perks.
- Reservation Systems: Ask customers if they want to opt in for future updates or special offers.
- Website Sign-Up Forms: Place clear calls-to-action on your homepage and menu pages.
- Wi-Fi Access: Offer free Wi-Fi in exchange for an email address and permission to send promotional emails.
Crafting Engaging Emails
A good marketing email has three main ingredients: a compelling subject line, attractive visuals (yes, food photos work wonders), and a clear call-to-action (CTA). For example: “Celebrate with us this weekend — enjoy a free appetizer!” This shows the reader exactly what’s in it for them and sparks immediate interest.
Timing & Frequency
Consistency is key, but don’t overload your subscribers. A good rule of thumb for many restaurants is 1–2 emails per month. You can scale up around holidays or special events, but always focus on delivering value—too many emails, and your list may dwindle.
Track, Analyze, and Refine
Pay attention to metrics like open rates, click-through rates (CTR), and conversion rates (e.g., how many subscribers actually come in after receiving an email). Testing different subject lines or sending times can reveal what best engages your audience. This data will help you refine your strategy for even better results.
Integrate with Other Marketing Channels
Email marketing becomes even more powerful when combined with your other restaurant marketing efforts. For instance, let customers know about your latest social media contest or direct them to a limited-time offer posted on your website. Check out The Power of Social Media Marketing for Restaurants to see how these channels can complement each other. Also, make sure your email footers link to your website—especially the menu or reservation pages.
Boost Your Digital Menu with Easy Menus
Nothing frustrates an email subscriber more than clicking through to a menu with outdated offerings or pricing. Easy Menus ensures your digital menu stays fresh and user-friendly, so your email marketing can direct customers to accurate, up-to-date options. It’s also SEO-friendly, which complements the tactics in our Local SEO Guide .
Ready for More Restaurant Marketing Tips?
Email marketing is just one piece of the puzzle. To learn how everything fits together—local SEO, social media, retention, and more—explore our in-depth Restaurant Marketing: Your Ultimate Guide to Winning More Diners . By mastering each facet, you’ll create a well-rounded strategy that keeps diners excited and coming back for more.
Email lets you connect with customers on a personal level. Take advantage of that inbox space to share promotions, events, or just a friendly reminder that a delicious meal awaits them at your restaurant!
