Email Marketing for Restaurants: A Guide to Engaging and Growing Your Customer Base

Running a successful restaurant in today’s fast-paced world requires more than just mouthwatering food. You need to connect with your customers on a deeper level, and email marketing for restaurants is a tried-and-true way to do just that. Let’s dive into how you can harness email marketing to drive engagement, boost loyalty, and increase revenue—with examples tailored for your local small business restaurant.

Why Restaurants Should Use Email Marketing

Think of email marketing as the secret sauce to your restaurant’s success. With 42% of people turning to email for updates from restaurants (Toast), it’s clear that email is a vital communication channel. Here’s why:

1. Building Relationships: Emails help maintain an ongoing dialogue with your customers, reminding them that you’re more than just a place to grab a bite.
2. Boosting Loyalty: Personalized email campaigns can turn casual diners into loyal regulars.
3. Revenue Growth: According to a study, every $1 spent on email marketing generates an average return of $42.

To get started, you need a robust customer email list—and it’s easier than you think. Tap into your payment systems, online ordering platforms, and reservation tools to gather contact details.

Personalization: The Key to Engagement and Loyalty

Nothing says “We care” quite like personalized communication. When you take the time to tailor your emails, customers notice.

Why It Matters

• Increased Open Rates: Emails with personalized subject lines are 26% more likely to be opened.
• Higher Click-Through Rates: Personalized emails deliver 6x higher transaction rates.

How to Personalize

1. Segment Your Audience: Divide your customers into groups based on preferences, dining habits, or special occasions. For example:
   • Regulars who order the same dish weekly
   • New customers
   • People who haven’t visited in a while
2. Leverage Data: Use insights from payment systems and online ordering providers. Automate birthday messages, reminders about favorite dishes, or invitations to exclusive events.

Mass Email Templates for Restaurants

Need inspiration? Here are some ready-to-use templates, courtesy of ideas from Toast and Owner.com:

Welcome Email

Special Event Invitation

Lapsed Customer Email

Seasonal Promotion Email

Customer Appreciation Email

New Menu Announcement

Subject: “Introducing Our New Menu at [Your Restaurant Name]”

Body: Hi [First Name],

We’re excited to share our brand-new menu with you! From [specific dish] to [specific dish], we’ve got something for everyone to enjoy.

Be the first to try these delicious creations: [CTA Button: “View the Menu”]

We can’t wait to hear what you think!

Best,
[Your Restaurant Name]

The Power of One-to-One Communication

Mass emails are great, but personal, one-to-one messages can make your customers feel like VIPs. While templates are a helpful starting point, they should always be customized for each contact. If the email feels generic or automated, it loses authenticity and defeats the purpose of one-to-one communication. Remember, this is not a one-template-fits-all situation; taking the time to personalize each email shows genuine care and builds stronger relationships.

Ideas for One-to-One Emails:

1. Ask About Their Experience
   • Example: “Hi [Name], we hope you enjoyed your dinner last night! How was the [specific dish]? We’d love your feedback!”
     
2. Follow Up with Regulars
   • Example: “Hi [Name], we noticed you haven’t stopped by for your usual [dish] recently. Everything okay? We’d love to see you soon!”
     
3. Request Reviews
   • Example: “Hi [Name], thank you for dining with us! If you had a great experience, would you mind sharing it on [review platform]? It helps us grow!”
     
4. Celebrate Occasions
   • Example: “Happy Birthday, [Name]! Come in and celebrate with a free dessert on us!”

Automating these emails might sound daunting, but tools like Skail make it simple and scalable.

How to Automate Your Email Marketing

Automation ensures your emails go out on time, every time, without requiring constant attention. Here’s how to set it up:

1. Use Skail for One-to-One Messaging:
   • Skail’s AI for small business platform integrates seamlessly with your CRM or ordering software, allowing you to utilize customer data effectively. It crafts personalized emails in your tone and sends them from your email address, making each communication feel authentic and unique. This ensures your customers feel that you truly care about their experience, rather than just receiving a templated message.
     
2. Create and Save Automated Campaigns:
   • Welcome series for new subscribers
   • Birthday and anniversary messages
   • Follow-up emails for recent diners
     
3. Set a Schedule
   • Tell Skail when to grab contacts and write emails.
     
4. Use Skail for One-to-One Messaging:
   • Skail’s AI-driven platform can crafts emails and sends them for you, or sends them to your drafts folder for you to edit before sending.
     
5. Repeat as needed
   

Practical Tips for Successful Restaurant Email Marketing

1. Be Visual:
   • Include high-quality photos of your dishes. They should be so appetizing that customers can almost smell the food through the screen.
     
2. Timing Is Everything:
   • Send emails at optimal times—weekends typically have the highest click-through rates.
     
3. Consistency Over Frequency:
   • Don’t spam. A well-timed weekly or bi-weekly email is sufficient to keep your restaurant top of mind.
     
4. Keep It Simple:
   • Use clear language, a single call-to-action, and concise subject lines.

Final Thoughts

Email marketing is a powerful tool that can transform how your restaurant connects with customers. By combining mass emails, personalized touches, and automation tools like Skail, you can create a marketing strategy that keeps diners coming back for more. So, what are you waiting for? Fire up your email platform and start serving up some deliciously engaging emails!