Restaurant email marketing: definition and best practices
Using email campaigns to engage past guests and drive repeat reservations.
Email marketing is the practice of sending targeted emails to past and potential guests to drive reservations and build loyalty. For restaurants, it is one of the highest-ROI marketing channels available, with industry data showing an average return of $36-42 for every $1 spent. A well-maintained email list turns one-time visitors into regulars.
Key facts
- Definition: Sending targeted email campaigns to drive reservations and guest engagement
- Average ROI: $36-42 per $1 spent across the restaurant industry
- Good benchmark: 20-25% open rate, 2-4% click-through rate
- Why it matters: Email gives you a direct, owned channel to bring guests back
The quick definition
Email marketing for restaurants means collecting guest email addresses and sending them targeted messages that encourage return visits. Unlike social media, where algorithms control your reach, email lets you communicate directly with guests who have already shown interest in your restaurant.
Common restaurant email types include reservation confirmations, post-visit thank-yous, seasonal menu announcements, event invitations, and birthday or anniversary offers.
Why email marketing matters
It drives repeat visits
Acquiring a new guest costs 5-7 times more than bringing back an existing one. Email keeps your restaurant top of mind between visits.
| Email Type | Typical Booking Impact |
|---|---|
| Post-visit thank you | 15-20% return within 60 days |
| Birthday/anniversary offer | 40-50% redemption rate |
| Seasonal menu announcement | 10-15% click-through to booking |
| Event invitation | 20-30% open rate lift vs. standard |
It is a channel you own
Social media reach depends on algorithms. Email delivery depends on your list. When you build a quality email list, you control access to your audience without paying for each impression.
It costs almost nothing
Email marketing platforms for restaurants start at $20-50 per month. Compared to paid advertising or third-party platform commissions, email is one of the cheapest ways to fill tables.
| Channel | Cost Per Reservation |
|---|---|
| Email marketing | $0.50-2.00 |
| Social media ads | $5-15 |
| Third-party platforms | $2-7 per cover |
| Google Ads | $8-20 |
How to build your email list
Collect from reservations
Your booking system is your best source. Most guests provide their email when making a reservation online. Ensure your booking flow includes a marketing opt-in checkbox.
Use WiFi sign-ups
Offer free WiFi in exchange for an email address. Guests connect, you collect. This captures walk-ins who may not appear in your reservation system.
Train your staff
Front-of-house staff can ask guests if they would like to join the mailing list. A simple “Would you like to hear about our upcoming events?” works well when the guest has had a positive experience.
Add website sign-up forms
Place email capture forms on your homepage, menu page, and reservation page. Offer a small incentive like a complimentary appetizer or first look at seasonal menus.
Best practices
Segment your audience
Not every guest should get the same email. Segment by visit frequency, average spend, dining preferences, or last visit date. A guest who visits weekly needs different messaging than someone who came once six months ago.
Write subject lines that get opened
Keep subject lines under 50 characters. Use specifics over generics. “New spring tasting menu, 4 courses for $65” outperforms “Check out our latest offerings” every time.
Include one clear call to action
Every email should have a single primary goal. If you want reservations, make the “Book a table” button prominent. Do not bury it below three paragraphs and two images.
Send at the right time
Tuesday through Thursday mornings (9-11 AM) tend to produce the best open rates for restaurant emails. Avoid Monday mornings and Friday afternoons when inboxes are crowded or ignored.
Common mistakes
Sending without permission
Emailing guests who never opted in violates privacy regulations and damages your reputation. Always get consent first.
No personalization
“Dear valued guest” feels generic. Use the guest’s name, reference their last visit, or mention dishes they have ordered. Personalized emails see 26% higher open rates.
Inconsistent sending
Going silent for three months then sending five emails in a week confuses your audience. Stick to a regular schedule.
Ignoring mobile
Over 60% of emails are opened on phones. If your emails are not mobile-friendly, most guests will delete them without reading.
Related terms
- No-show - Email reminders sent before reservations help reduce no-show rates
- Walk-in - WiFi sign-ups capture email addresses from walk-in guests
- Booking lead time - Email campaigns influence how far in advance guests book
- Cover - Email ROI is often measured in additional covers generated
Frequently Asked Questions
How often should restaurants send marketing emails?
What is a good open rate for restaurant emails?
What should restaurants include in marketing emails?
Do I need guests' permission to send marketing emails?
How do I build a restaurant email list?
Related: How to get more reservations | How to reduce no-shows
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