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9 Reasons Your Restaurant Needs Email Marketing

9 Reasons Your Restaurant Needs Email Marketing

Email marketing statistics don’t lie. If you’ve been considering adding email marketing to your restaurant’s strategy, don’t wait another minute. This is the channel you need to identify your best customers, nurture them, and build your customer loyalty.

Here are 9 convincing email marketing statistics:
  1. Email delivers the highest return on investment of all digital marketing tactics. That’s right, a better ROI than pay-per-click, organic search, e-commerce traffic, and social media.
  2. That return on investment is $36 – $44 per $1 spent – can you get excited about that?!
  3. All age groups are users, so you can reach your entire following with one message.
  4. As a restaurant owner, you may not be a heavy email user, but 92% of online adults are using email. That’s a documented email marketing statistic, so don’t make the mistake of missing out on this important channel.
  5. For 58%, email is the first check of the day when they get online. By comparison, only 11% first check Facebook, and fewer still – Instagram. Are you starting to realize that email marketing statistics can help shape your strategy?
  6. 77% say they prefer to receive promotional messages by email – what are you waiting for? Your customers WANT to receive your email news and offers.
  7. Customer acquisition – email marketing statistics report that email is 40 times more effective than social media for gaining new customers.
  8. As a channel, email marketing is continuing to grow. Email has been around for a long time, and it’s not dying off anytime soon!
  9. And finally, maybe the most important reason of all – Email is your direct line of contact with your customers. Social media algorithms decide who sees your posts. Social media channels own your customer list, not you. And social media channels can terminate your account at any time. Use your social media channels to create brand awareness, then strengthen your presence by getting these viewers onto your email list as soon as possible.
Have these email marketing statistics convinced you to take action?

Click here watch a short video series on how to get started using email marketing for your restaurant.


The Perfect Partners for Marketing Restaurants

The Perfect Partners for Marketing Restaurants

Marketing restaurants does not have to be complicated. In fact, you have part of the strategy in place if you are using Facebook and Instagram for marketing your restaurant. To make these social media efforts really work for you, weaving email marketing into those efforts is the way to go.

Click here to take the Free short video course.

Why is the combination of Social media and email marketing restaurants’ match made in heaven?

>>> Use social media to create awareness of your restaurant. Encourage your followers to share the love. Build that follower base.

>>> Entice your followers to visit your website to get a great offer (aka magnet). Once on your website, they sign up to receive your offer. You now have one of the most important tools you need for marketing your restaurant’s menus, news, offers, and events – your customer’s permission to email them.

>>> Now give them the VIP treatment. Recognize their birthday and anniversary. Use their name (we all know their name is the word most pleasing to them, right?). Nurture that customer with email marketing, and you’ll build a customer for life.


Want to learn more about marketing restaurants with email? Click here for 6.5 Easy Ways To Build Your Restaurant Email Marketing List. 

Prefer to watch the video? Click here to get the free video course now.

The Undeniable Key To More Sales – Building Loyal Customers

The Undeniable Key To More Sales – Building Loyal Customers

Nurture your customers 

Did you know that 80% of your business comes from 20% of your customers? Your email list will contain that 20% … and the number of customers in that elite group will continue to grow as you continue building loyal customers. Nurture them by staying in touch with relevant news. Prefer to watch the video? Click here to take the free video course now.

Nurturing and building loyal customers turns them into advocates – people who support you on a regular basis and tell others about your wonderful establishment. You’ve made an emotional connection with these individuals, and staying in touch via email will strengthen that bond. Your email list is far more valuable than the number of followers you have on your social media sites. Statistics show that email marketing converts into sales at a much higher rate than social. Aren’t increased sales your goal?

Let’s plan a basic email marketing strategy here, to help you tap into your marketing mindset and show you how this becomes your long-term focus, building loyal customers. Our initial plan will be to send out one email each month.

What should I say in my email?

Our basic strategy will be one message via one email each month. What are the messages you want to tell your customers about?

  • New Menu/Menu Item
  • Limited Time Offer
  • Special Event/Happening
  • New Service Offering/Reminder of Service Offering
  • News – Community Involvement/Award Received/New Chef

Plan your monthly email strategy:

Make a grid of 4 boxes by 3 boxes on paper or a whiteboard, then write in the names of your months. Click here to download a printable template.

Then place one key promotional idea in each month:

  • When will you have a menu change? (Lunch, Dinner, Brunch, Beverage)
  • Which months have key promotional dates for you? (Mother’s Day, New Year’s Eve)
  • Which months are typically your slowest and need a boost? (Mark these in red)
  • Have you run a successful promo (Limited Time Offer) in the past that you’d like to repeat? Write it in – should it happen in one of the slow months?
  • Special Event – (Harvest Dinner, Oscar’s Night) write it in

Your goal in this exercise is to write one idea/possibility/opportunity in each month. Now you know what each month’s email message will be. Remember this is a blueprint that is flexible. By having a 12-month plan, you can evaluate additional ideas as they arise, and add them to this calendar. Always ask yourself if the opportunity supports the best promotional theme of the month and the long-term goal of building loyal customers.

What a successful email looks like:

The goal of each email you send is to connect with your customer in a way that makes them want to come into your restaurant- you’re building frequency of visits and building loyal customers. Here are some guidelines:

  • Make the message short and sweet – attention spans are short!
  • Consistent branding – so they will recognize your restaurant immediately
  • A clear offer, with any disclosures
  • A Call To Action – what do you want them to do? Make a reservation? Click to view new menu?

Here’s an example of a great email, and why it works:

Successful Restaurant Email

Want some additional tips for getting an email program started? Click here to get the free video course.


Ready to start nurturing and building loyal customers, bringing them in more often?

Click here to learn how I can help you get started

6.5 Easy Ways To Build Your Restaurant Email Marketing List

6.5 Easy Ways To Build Your Restaurant Email Marketing List

Welcome Back! Excited about your magnet offer? You should be! You’re taking the first step towards building your restaurant’s loyal customer base. Now let’s talk about 6.5 easy ways to build your email marketing list. (To learn about the magnetic force of email marketing, click here.)

Prefer to watch the video? Click here to get the free video course now.

Here are 6.5 easy ways you can entice customers to sign up for your offer, which subscribes them to your email marketing list:

1. Your Website:

Best and most important way is to get them to go to your website, where your sign-up form is prominent (and available on every page… see this post on website strategy for more details.) Getting the customer to visit your website accomplishes several things –

  • You’re reinforcing your brand message
  • You’re reminding them of your incredible menu
  • You’re educating them on your other offerings and services
  • You’re letting them know how they can follow you on social media
  • You’re giving them a channel for communicating with you

You can be proactive or passive about driving customers to your website. I like a gentle but personal nudge, for example: I’ve just had a great experience on my first time at a restaurant. My server presents the check, and says something like, “Thanks for coming in tonight! We’d love to see you again. And if you go to our website and sign up for our offers, you’ll get a [insert your magnet offer here] on your next visit.”

Then make sure you have your website address printed on everything that’s conceivable that they make take home with them – their receipt, doggie bag packaging, business card, take away menu. And plant the seed ahead of time by having your website address anywhere there is printed material in the restaurant – Your menus, foyer signs or framed reviews and/or awards, restroom signage, pay station (if counter service), table tents if using, look around your restaurant – where else could you display your website address?

2. Social Media

Another great way is to use social media. So many people are on their phones in restaurants. Did they just snap a photo of their dish?

  • Ask them to post it on Facebook and tag your restaurant. Tell them if they go to your website and sign up now, they can get a [your magnet offer] on their next visit.
  • Or ask them to check in on your Facebook page, then click the link to your website to sign up for a [magnet] on their next visit.
  • Make sure you have a post pinned to the top of your Facebook page with your website address and the incentive to click it [Your magnet offer!]

3. and 4. Traditional Methods

3. Now, there is also the old school method, which works very well because it’s in the moment. You have them sign up while in your restaurant on a form you provide. This method does create more work for you, but it’s work that is easy to delegate and train. You need to create and print your forms, have a prominent spot for a vessel to collect completed forms, then be able to read the handwriting on the form, and finally, enter each form into your email program. Click here to download an email sign up form. Or collect business cards which will eliminate the handwriting issue.

4. A simple comment card placed in your check presenter is also very effective, but will also require the additional steps mentioned in #3.

5. Text To Join

Some email marketing programs offer a text-to-join feature. The customer is offered the incentive [your magnet offer] while in the restaurant, with the option to text to receive it. The customer sends a text to the number you provide, which integrates with your email program. The customer then receives the sign-up form right on their phone, and they input their email address right into your list. You want this feature!

6. Tablet Sign Up

If your customers pay using your tablet, it’s easy to incorporate a sign-up form. Add the text “Thanks for joining us! Sign up here to receive a free [you magnet offer] on your next visit!” and the address goes right into your list.

6.5 Openings & Events

Grand Openings are a perfect way to collect email addresses. As you are creating your pre-opening buzz around town and on social media, direct people to your website to get their invitation to the big event – that’s your magnet! This works for opening another location, too, or any special event you create. For example: Oscar’s Night Party – Space Is Limited – Get Your Free Invitation by clicking here [your website].


Once you’ve started collecting the email addresses, you’ll deliver your magnet offer. Actually, your email program will automatically send the offer immediately after they sign up – which is sweet for you – and instant gratification for your customer. And once you set this up, it runs on auto-pilot.

Quick Action Step:

Which of these easy ways to build your email marketing list would work best for you and your restaurant – Write down all that apply. Then, click here to take the free video course and learn how to make this work for you.


The Magnetic Force – Restaurant Email Marketing

The Magnetic Force – Restaurant Email Marketing

Your restaurant email marketing list = your best customers:

I don’t know about you, I love to join restaurant email marketing lists! And I always open the emails in my inbox that come from restaurants – From the mouth-watering photos to the enticing offer, I can’t wait to see what’s happening next at my favorite eateries.

Prefer to watch the video? Click here to get the free video course now.

And I’m not the only one – people sign up to get email from the restaurants where they’ve had a great time. Or they’ll sign up for a place that they want to check out in the future. Restaurants who engage their current and potential customers with email marketing are building their loyal and future advocates.

Having a strategy to nurture your loyal customers through restaurant email marketing is one of the smartest moves you can make as a restaurateur. When someone gives you their email address, they are saying “Yes, I want to hear from you!” You’ve been given permission to email them – now use it to your advantage.

An email list of 100 customers is so much more valuable than 1000 followers on Facebook or Instagram. You have control of your email strategy. Facebook has control of who sees your posts, and with their ever-changing algorithms, it is impossible to outsmart this giant. But you CAN harness the power of Facebook.

How your restaurant email marketing strategy works:

How do you entice someone to join your list? Offer them an item of value for free. This is your Magnet – The more people you entice to come in, the more people will become your regulars. Give them value up front to bring them in and turn them into your loyal advocates.

Not sure what to offer? What can you afford to give away to bring that customer back into your establishment? A free drink? A free dessert? A shared appetizer? You’ll be surprised how many people are attracted to exchange their email address for a freebie! And make this easy on yourself – determine your magnet, based on low cost with high ROI, and you determine the rules of redemption. You may have to experiment to find your best magnet, but once you do, it will work for you for a long time.

For example: Offering a free shared appetizer (of your choice) is a great magnet. It will bring that customer in, along with one or more of their friends, and they are likely to spend more… each getting drinks and more food items. You’ve just gotten a great ROI for a small cost!

3 easy steps:

  1. The customer signs up for the magnet by joining your email list
  2. When they sign up on your website or Facebook page, that email address goes directly into your email program
  3. The email program triggers a response to the customer who signs up

You create what this email looks like – A thank you and how to redeem the offer, with a mouthwatering image and your rules or “fine print.”

A couple of tips:

  1. You get to set the rules on this freebie. For example, you might say “Available Sunday – Thursday”, “free order of fries with purchase of any sandwich”, “expires on 11/15/18”, “limit one per table”
  2. Will some people try to abuse this offer? Yes, but don’t get too hung up on this because…
  3. The majority of people who sign up will forget all about the coupon, never redeeming it. Can you relate? It’s simply the way the universe works.

Quick Action Step:

Click this link to get the free Magnet Planner and list 5 possible magnets that could work for your restaurant – Low cost, High potential ROI. Then click here for 6.5 easy ways to build your customer list.

Prefer to watch the video? Click here to get the free video course now.