While most people think that email marketing is mostly meant for internet-based businesses, like SaaS and e-commerce, the fact is that almost every business can benefit from email marketing. Email marketing has a proven track record with one of the highest ROIs. This is why even offline businesses like KFC and Dunkin’ Donuts still use it.
Email marketing is a direct and personal way to connect with your customers. It reminds them of your delicious food, warm service and encourages them to come back. Here’s how you can create a successful email marketing plan for your restaurant.
Benefits of email marketing for restaurants
Cost-effective
Email marketing is a cost-effective way of marketing. Unlike traditional advertising, email marketing is budget-friendly and provides a high ROI.
Restaurants simply need to work towards building an email list, which can then be uploaded to any email marketing tool, such as EmailOctopus. From there, marketing emails can be sent to thousands of customers for a small fee.
Easy communication
Email marketing also makes communication much easier. Emails allow you to reach your audience directly and personally, increasing engagement. This allows you to send targeted and personalised offers to anyone, as well as send updates without any delay or worry about the message not reaching your customer.
Improves retention
Email marketing helps improve customer retention by keeping your restaurant top of mind. Regular updates, special offers, and event announcements encourage your customers to return. A simple “We miss you” email or a birthday reward can remind guests of the great experience they had at your restaurant and motivate them to visit again.
Builds customer relationships
Emails provide an excellent opportunity to build and nurture relationships with your customers. Sharing behind-the-scenes stories, introducing new menu items, or highlighting your team creates a sense of connection. Regular communication fosters loyalty and turns occasional visitors into regulars.
Drives more sales
Targeted promotions, discounts, and exclusive deals sent via email can lead directly to more reservations and sales. For instance, sending out a special deal for a slow weekday can boost business when you need it most. Flash sales, holiday menus, and loyalty programs can all be promoted efficiently through your email campaigns.
How to build an email list
Building an email list is easy when you have a website with a signup form on it, but most restaurants don’t have one. Here are some ways to build an email list even if you don’t have a website.
Provide feedback forms
Another great way to collect customers’ email addresses is by providing them with a feedback form that includes an option for them to fill in their details, such as name and email.
Do remember to include a checkbox that gives you consent to send marketing emails; otherwise, your email marketing might be non-compliant with privacy laws like GDPR.
Setup online reservation form
Similar to feedback forms, restaurants can also have a digital table reservation form where customers can add their details, which can later be used to send marketing emails. Also, the same privacy laws work for this too.
Offer discounts or incentives
People like getting discounts. Encourage customers to join your email list by offering them something in return, like a discount on their next meal, a free appetiser, or a free dessert.
Let them know these special offers are only for people who sign up, so they have a reason to join and stay subscribed.
Host giveaways
Giveaways are a simple and fast way to grow your email list.
Hold a raffle or contest—like “Win a Free Dinner for Two!”—and require people to sign up with their email to enter. Share the giveaway in your store, on social media, and through local partners to get more people to join and grow your list.
Best practices for restaurant email marketing
- Get permission: Always ask before adding someone to your list. This follows privacy laws and protects your reputation.
- Segment your audience: Split your list into groups, like regulars, first-time visitors, or people with birthdays. Sending targeted messages works better.
- Keep emails short and visual: Use appetising food photos, write in a friendly and simple way, and always include a clear call-to-action.
- Be consistent: Send emails regularly, but not too often. One or two messages a month is usually enough.
- Test and improve: Use your email tool’s stats to track opens, clicks, and results. Try different subject lines, content, and sending times to see what works best.
Simple email campaign ideas
- Welcome email: Send a thank-you and special offer to new subscribers.
- Birthday/Anniversary rewards: Customise offers for special occasions.
- Event invitations: Announce themed nights, live music, or wine tastings.
- Special menus: Alert subscribers to seasonal dishes, new drinks, or chef’s specials.
- Customer appreciation: Send a “We miss you” message with an incentive for returning guests.
Restaurant marketing email examples
Nando’s
Marketing emails are great for restaurant updates, and Nando’s does just that. By sharing their new menu and images, they excite their customers to visit again and try the new offerings. It’s a low-effort, high-reward marketing channel, as it will increase repeat customer visits.
Dairy Queen
People love desserts and ice cream; one just needs to motivate them enough to go and buy one. Dairy Queen uses “National Ice Cream Day” to do exactly that. By offering special discounts, they make the decision to treat yourself even easier.
Chipotle
Thanksgiving is a big event for most families, and many love to get food delivery instead of cooking. This marketing email by Chipotle seizes on this exact opportunity and promotes its food.
McDonald’s
This email from McDonald’s is similar to Dairy Queen’s email, where they use a particular occasion and a discount to encourage customers to order their food.
Conclusion
Email marketing isn’t just for online businesses, it’s a powerful, cost-effective tool for restaurants too. By building your list, sending valuable content, and personalising your messages, you can create stronger relationships with your customers and drive more business through your doors.
So if you haven’t started your email marketing journey yet, sign up for a free EmailOctopus account today and get started.
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