Restaurant Email Marketing 101: Tips to Keep Customers Coming Back

Email marketing might seem old-school in the age of TikTok and online ads, but for restaurants it remains one of the highest-ROI marketing tools available. How high? For every $1 spent on email marketing, restaurants can see an estimated $36–$42 in return – dramatically outperforming social media ads.

Yet despite this potential, only about a quarter of businesses regularly use email campaigns to drive sales. In other words, email is a golden opportunity for savvy restaurant owners to stand out. By landing directly in your customer’s inbox (rather than fighting an algorithm for attention), a well-crafted email keeps your restaurant front-and-center in customers’ mind. It’s a direct line to your guests that you fully control – making it easier to build loyalty and drive repeat visits at a very low cost.

Why Email Marketing Is a Must for Restaurants’ Success

A consistent email program can supercharge your restaurant’s customer retention and revenue. From mom-and-pop diners to trendy multi-unit restaurants, email helps you stay connected with past guests and keeps them coming back. Here are some of the key ways restaurants leverage email marketing to grow their business:

• Loyalty and Repeat Visits: Reward your best customers via email. Many restaurants send exclusive offers or VIP perks to loyalty program members or frequent diners, giving them a reason to choose your place over the competition again and again. For example, you might email a “Buy 2 pizzas, get 1 free” deal to your top 100 customers as a thank-you for their patronage.

• Promotions and Special Deals: Email is perfect for announcing limited-time discounts, happy hour specials, or promo codes for online orders. Because your subscribers opted in, they’re primed to hear about your offers – whether it’s “Free appetizer with entrée, this week only” or a secret menu item for email subscribers. Such targeted promotions drive quick sales spikes whenever you need a boost.

• Events & Holiday Offers: Have a big event or holiday coming up? Email your list about special events like live music nights, wine tastings, or holiday prix fixe menus. Inviting guests to an event (or seasonal celebration like a Valentine’s Day dinner special) via email makes them feel included and excited to visit. Staying on top of holidays and seasonal occasions in your emails keeps your content timely and relevant.

• New Menu Item Launches: When you roll out a new dish or seasonal menu, announce it to your subscribers first. A mouth-watering photo of the new item and a description delivered by email can entice customers to come try it. This not only drives traffic but also makes your subscribers feel like insiders who get the news before everyone else.

• Reactivation (“Win-Back”) Campaigns: Email is an excellent tool to win back lapsed customers. If someone hasn’t ordered or dined with you in a while, send a friendly “We Miss You!” email with a special incentive (like 20% off their next visit or a free dessert) to bring them back in. These win-back campaigns re-engage dormant guests and can significantly boost your repeat business.

  
  

In short, email marketing is incredibly versatile – it helps build loyalty, promote your latest offers, drive attendance for events, introduce new offerings, and re-engage customers who’ve fallen off the radar. Now, let’s look at how to do it right.

Key Tips for Successful Restaurant Email Marketing

To harness email effectively, you’ll want to follow some best practices. Below are key tips to build and run a winning restaurant email strategy that keeps guests engaged:

1. Build Your Email List (and Leverage Online Orders)

Every great email campaign starts with a quality list of subscribers. Begin by collecting customer email addresses at every opportunity:

• During Online Orders: If you offer online ordering (for pickup or delivery), make sure you include an email opt-in checkbox at checkout. Many guests will gladly subscribe when ordering directly from you. With a first-party online ordering system like Sauce, these emails feed straight into your database for future marketing. (Tip: Add a note like “✓ Send me deals and updates” on your checkout page to capture interested customers.)

• In-Store Signups: Don’t overlook your physical location – it’s a prime spot to grow your list. Encourage diners to join your “VIP club” or mailing list by offering a small incentive for signing up. For example, invite customers to drop their business card in a fishbowl for a weekly free lunch drawing, or have a tablet at the counter where they can enter their email for a 10% off their next visit. Table tents, receipt QR codes, or guest Wi-Fi login pages can also invite patrons to subscribe.

• Website and Social Media: Add a simple email signup form to your website’s homepage and Facebook page. Post occasionally on social media reminding followers that by joining your email list, they’ll get exclusive offers and first dibs on events. Over time, these digital channels will steadily funnel interested people into your email list.

The key is to make signing up easy and appealing. Whether online or in-person, highlight the value (like discounts or insider news) that subscribers will get. And of course, never add people without permission – you want an engaged list of folks who want to hear from you.

2. Segment Your Audience for Personalization

Not all diners are the same, so a one-size-fits-all email won’t always hit the mark. Segmentation means dividing your email list into smaller groups based on things like order history, visit frequency, or preferences, and then tailoring content to those groups. This can dramatically boost engagement and conversion rates. For instance:

• Frequent Regulars: Send your most loyal customers exclusive loyalty rewards or “insider” updates. They might appreciate a monthly “VIP newsletter” with a special coupon or a first look at a new menu item just for being regulars.

• New or Occasional Customers: For new subscribers or infrequent visitors, send welcome emails or introductory offers. A “Thanks for joining us – Here’s 15% off your next order!” email can prompt a quick second visit.

• Lapsed Customers: Identify guests who haven’t ordered in, say, 60 days. Target them with a re-engagement email (as mentioned above) reminding them what they’re missing, perhaps including an incentive to return.

• By Preferences or History: If your data shows certain customers are vegetarian, wine enthusiasts, or only order lunch, you can segment by those traits. Then you might send a tailored email (e.g. “New Vegan Dishes You’ll Love” to the plant-based crowd or a “Friday Lunch Deal” to your lunchtime regulars).

  
  

• Segmentation makes customers feel seen and valued, because your emails speak directly to their interests. Even simple splits – like regulars vs. new customers – can significantly lift your email performance by ensuring the content is relevant to the reader.

3. Perfect Your Timing and Frequency

How often and when you send emails can greatly impact your success. The goal is to stay on customers’ radar without annoying them:

• Find the Right Frequency: Start by sending emails on a consistent schedule, such as once a week or every other week. Consistency helps you stay top-of-mind. However, avoid overloading people – if you bombard subscribers with emails every day, they’ll quickly tune out (or unsubscribe). A good rule of thumb is quality over quantity: it’s better to send one impactful email a week than four mediocre ones. Monitor your engagement metrics; if open rates drop or unsubscribes spike, you may need to dial back.

• Time of Day/Week: Think about when your audience is most likely to read emails. Late morning or early afternoon often works well for promoting dinner specials, whereas a mid-week message can plant the seed for weekend reservations. Some studies even show Saturdays and Sundays have the highest click-through rates for restaurant emails – possibly because people are relaxing and thinking about where to eat. Test different send times (weekday vs. weekend, morning vs. evening) to see what gets the best response from your customers.

• Tie Timing to Behavior: Whenever possible, send emails that trigger off customer actions. For example, automatically send a “Thank you for your order!” email with a feedback survey 24 hours after someone orders, or a “We miss you” email 30 days after a customer’s last visit. These timely, behavior-based emails often feel more relevant and get higher engagement.

Remember, the best timing and frequency ultimately depend on your audience. Keep an eye on open rates and experiment gradually – you’ll discover the sweet spot where customers consistently engage and look forward to your updates.

4. Write Compelling Subject Lines and Copy

The content of your email – starting with the subject line – determines whether customers open and act on it. Some tips to make your emails resonate:

• Craft Attention-Grabbing Subject Lines: Your subject line is your email’s first impression, so make it count. Use short, action-oriented language that creates urgency or curiosity, e.g. “🔥 Weekend Special: 2-for-1 Burgers!” or “Your Table Is Waiting – Reserve Now”. Including a special offer or time-sensitive phrase in the subject can boost open rates. Also, don’t be afraid to show some personality or use an emoji if it fits your brand – a well-placed 🍕 or 😋 can help your message stand out in a crowded inbox. The key is that the subject should excite the reader and hint at the value inside, compelling them to click.

• Keep Your Message Clear and Friendly: Once they open the email, greet the customer in a warm, personal tone (using their first name if possible – personalization can lift click-through rates). Get to the point quickly with your offer or news, and make the content about the customer. For example, “We’ve got a special gift for you on your birthday!” centers on their benefit. Use concise sentences and try to convey one main message per email (too much info can overwhelm). Always include a strong call-to-action (CTA) button or link, like “Order Now,” “Redeem Your Offer,” or “Book Your Table”, so it’s crystal clear what you want them to do next.

• Highlight Your Restaurant’s Brand and Benefits: Make sure your email copy and design reinforce your brand. That means using your restaurant’s voice and style – whether that’s playful and casual or formal and gourmet. Emphasize what makes your restaurant special (e.g. “farm-to-table freshness”, “family recipes since 1978”, or “NYC’s best vegan tacos”). By the end of the email, the reader should be reminded of why they like your establishment, whether it’s your delicious food, great deals, or friendly atmosphere. Consistent branding also builds familiarity and trust each time an email lands in their inbox.

Invest time in writing and proofreading your emails – polished, engaging copy shows professionalism. And always put yourself in the customer’s shoes: is this something that would interest me and sound like it’s from a real person at the restaurant? If yes, you’re on the right track.

5. Use Mouth-Watering Visuals (Food Photos!)

In the restaurant business, we eat with our eyes – and the same goes for your emails. Including great visuals can dramatically increase an email’s impact. Here’s how to do it right:

• Show Off Your Food: Feature high-quality photos of your menu items that will make recipients hungry on the spot. Whether it’s a steaming bowl of pasta or a colorful acai bowl, an appetizing image can instantly create a craving and draw readers into your message. For example, if you’re promoting a new dessert, insert a beautiful photo of it at the top of the email; chances are, subscribers will start salivating and keep reading. Always use well-lit, appealing images – this is not the place for blurry snapshots.

• Keep the Design Clean: Use visuals to enhance, not clutter. A clean layout with a couple of fantastic photos will perform better than a busy email overloaded with graphics. Make sure any text is easy to read against the background. You’ll also want to include your logo and stick to your brand colors, so the email is instantly recognizable as coming from your restaurant. This cohesive look reinforces your identity and professionalism.

• Responsive and Mobile-Friendly: Ensure your images (and the email as a whole) are mobile-optimized. Most people check email on their phones, so your pictures should resize nicely for small screens and not take too long to load. Use image files that are compressed for web, and always include descriptive “alt text” in case images don’t load. Large, enticing pictures plus mobile-friendly design = an email that’s as easy to enjoy as the meal it’s advertising.

By combining delicious visuals with compelling text, your emails will not only catch customers’ attention but also spur their appetite. A subscriber might open your message out of curiosity, see that gorgeous food photo, and immediately decide “Yep, I’m ordering this for dinner tonight.” Always aim for that reaction!

Sample Restaurant Email Campaigns & Templates

It’s important to send a variety of emails to keep your audience engaged over time. Different types of campaigns serve different goals – from acquiring new customers to rewarding loyal ones. To get your creative juices flowing, here are a few sample restaurant email templates and ideas. You can use these as inspiration and tailor them to your own restaurant’s voice and branding:

Re-engagement “Win Back” Email

Subject Line: “We Miss You, [Name]! Here’s 20% Off Your Next Meal” When to Send: When a customer hasn’t visited or ordered in a while (e.g. 30+ days since last order). 

Content: Greet the customer by name and let them know you haven’t seen them recently. Express that they’re a valued guest and you’d love to welcome them back. Introduce a special offer just for them – like a discount, a free appetizer, or a complimentary dessert on their next visit. For example: “It’s been a bit since we saw you at Pasta Palace, and we wanted to send a little treat. Use the code WEMISSYOU for 20% off your next online order. Our chef can’t wait to cook your favorites – hope to see you soon!” 

Include a prominent CTA button such as “Order Now & Save 20%” that links directly to your online ordering page. The tone should be warm and inviting, making the customer feel missed (not guilty) and excited to return. This type of targeted win-back offer is highly effective at reactivating lapsed customers.

New Menu Launch or Promotion Email

Subject Line: “Taste What’s New: Introducing Our Summer Menu 🌞” (or “New! BBQ Burger + a Limited-Time 2-for-1 Deal”) When to Send: Any time you have a new menu item, seasonal menu, or special promotion to announce. Ideally send a few days before the promotion starts, or right when the new item is available. 

Content: Create buzz and urgency. If it’s a new menu launch, highlight 1–3 star items with appetizing descriptions and images. “Meet our new Truffle Burger – 1/2 lb Angus beef with black truffle aioli, available starting this Friday!” Emphasize what makes it exciting (seasonal ingredients, chef’s creation, limited availability). If it’s a promo or discount, state the offer clearly (e.g. “All craft beers 50% off this Friday 5-7pm” or “Try our new brunch menu – get 10% off this weekend only!”).

Use mouth-watering photos of the new dishes or a graphic showing the promotion. Include a CTA like “View New Menu” or “Reserve a Table” depending on the goal. This kind of email not only drives immediate sales but also keeps your content fresh, giving subscribers something new to look forward to.

Birthday or Anniversary Offer Email

Subject Line: “Happy Birthday, Jane – Celebrate with a Free Dessert on Us!” When to Send: On the customer’s birthday (if you collect that data), or the anniversary of the day they joined your mailing list or loyalty program. These can be automated so they go out at just the right time. 

Content: A celebratory, personal message that makes the customer feel special. For birthdays: send a cheerful note on their birthday (or a week before, to let them plan a visit) offering them a gift – commonly a free dessert, appetizer, or drink – if they come in during their birthday week. “Happy Birthday from all of us at Ocean Grill! To help you celebrate, enjoy a free slice of our famous chocolate cake on your next visit this month. Just show this email to your server. We hope your day is as wonderful as you are!” For anniversaries (either of signing up or a wedding anniversary if you have it on file), you can do something similar: “It’s been 1 year since you joined our VIP Club – we’re so glad to have you! Celebrate with 50 extra loyalty points on the house.” 

Keep the tone festive and grateful. Birthday/anniversary emails are great for building an emotional connection and loyalty, and customers often deliberately choose to dine with you to redeem their treat, bringing friends and family along.

Seasonal or Holiday Campaign Email

Subject Line: “Celebrate Valentine’s Day with Our Romantic Prix Fixe Dinner ❤️” (or “Winter Comfort Foods – Cozy Up with Our January Specials”) When to Send: Lead up to major holidays or seasons – e.g. a couple of weeks before Valentine’s Day, Mother’s Day, Thanksgiving, Christmas/New Year’s, summer grilling season, etc. 

Content: Tap into the seasonal spirit and tie your offering to it. For a holiday like Valentine’s Day, describe a special menu or package (“Join us on Feb 14 for a four-course candlelight dinner – just $80 per couple”). Use romantic imagery and maybe include a photo of a decadent dessert or wine pairing. For more general seasons (summer, winter, etc.), you might showcase seasonal menu items: “Cool off this July with our new iced cocktails and summer salads!” or “Winter Warmers: Try our hearty stew and hot cocoa combo, perfect for chilly nights.” Emphasize if reservations are required or if the offer is for a limited time (holidays can book up fast, which you can mention to create urgency). The goal is to align your restaurant with the things people are already thinking about during that season or holiday, making it a natural choice for them to celebrate or relax with you. Don’t forget a clear CTA like “Book Your Holiday Dinner” or “Order for Game Day” (for events like the Super Bowl, etc.).

Seasonal campaigns not only drive short-term business, but also establish your restaurant as part of your customers’ seasonal traditions.

Feel free to adapt these templates with your restaurant’s unique flair – the tone should match your brand (whether that’s fun and quirky or elegant and refined). Always include your contact info, address, and social links in the footer of your emails as well, so it’s easy for customers to connect with you or find your location. With a little creativity, your emails will keep customers engaged year-round.

How Sauce’s Online Ordering Helps You Build Your Email List 

By now you might be thinking: “All this sounds great, but how do I actually gather and use all this customer data (emails, order history, etc)?” That’s where Sauce’s first-party online ordering platform can give you a big advantage. Unlike third-party delivery apps (which often hide customer info and control the customer relationship), Sauce empowers you to own your guest data and use it to fuel your marketing. When customers order through your Sauce-powered online ordering system – whether via your website, your Google Business “Order” button, or social media – you get their contact details and order history directly (with their permission). This means every online order helps grow your email list, not a third party’s.

With Sauce, you have full access to valuable first-party data: customer email addresses, phone numbers, order frequencies, preferences, and more. All of this information feeds into your own database, allowing you to truly understand your guests. And here’s the magic – that data powers your marketing efforts. You can use it to send targeted email campaigns, enroll customers in loyalty programs, send SMS promotions, or even rescue abandoned carts. For example, because you know exactly what each customer ordered and when, you can automatically email a “How was your meal? Please leave a review” survey the day after an order, or trigger a “It’s been a while, come back for 15% off” offer if someone hasn’t ordered again in a month. Platforms like Sauce make it easy to collect and act on this customer data to keep diners engaged and coming back – on your terms, and under your brand.

In short, Sauce’s commission-free online ordering isn’t just about taking orders – it’s an engine for building your own customer database and marketing channel. By owning the relationship (instead of renting it from UberEats or DoorDash), you can communicate with your guests whenever you want, build loyalty through direct channels, and stop paying huge commissions. You can even integrate Sauce with your email marketing platform or CRM, so that your customer list and segments update automatically. This seamless flow of data means your email list practically builds itself as your online orders grow. Bottom line: if you want to grow and nurture an email list with high-quality contacts, a first-party online ordering system like Sauce is the smartest way to do it.

Conclusion: Get Started and Keep Growing with Sauce

Email marketing remains one of the most cost-effective ways to drive repeat business for your restaurant. By building a strong email list, sending engaging, personalized content, and leveraging first-party tools like Sauce, you can turn one-time visitors into loyal regulars. The great news is that you don’t have to be a marketing expert to see results – just apply the practical tips from this guide, and you’ll already be ahead of the game (and likely ahead of your competition).

Ready to take your restaurant’s growth to the next level? Sauce is here to help. From a commission-free online ordering system that feeds your marketing database, to support with loyalty programs and promotions, Sauce provides the ingredients you need for email marketing success. Don’t wait for an “empty table” night to realize you could use email to bring customers in. Start crafting your first campaign – even a simple “Welcome” or “We Miss You” email – and build from there. Consistency is key, so keep at it, refine as you learn, and watch those ROI numbers climb.

Want to see how Sauce can help you fill more seats (and inboxes) with loyal customers? Book a free demo or visit our website to explore our features. Let’s cook up some email-driven growth for your restaurant together!

Restaurant Email Marketing FAQs

How often should I send marketing emails to my restaurant customers?

It’s important to email consistently, but don’t overdo it. Many restaurants find that sending an email about once a week or every other week strikes the right balance. This keeps your restaurant in your subscribers’ minds without overwhelming their inbox. Pay attention to customer feedback and your open rates – if opens/clicks drop and unsubscribes increase, you may be emailing too frequently. Also, make sure you’re emailing regularly enough that customers don’t forget who you are. Beyond frequency, consider the timing of your sends: for instance, an email sent Thursday afternoon reminding people of a weekend special can be very effective. Experiment with different days and times and see when your audience is most responsive. Ultimately, quality matters more than sheer quantity; only hit “send” when you have something of value (a great offer, announcement, or useful update) for your readers.

How big does my email list need to be to see results?

There’s no minimum list size required to benefit from email marketing. Even if you have just a few dozen contacts to start, those are people who’ve shown interest in your restaurant. By engaging them, you can drive repeat visits and word-of-mouth. In fact, restaurant email marketing is currently underutilized – only about 26% of businesses use email regularly for sales outreach – so any effort already puts you ahead of many competitors. Focus on steadily growing your list with quality subscribers (i.e. actual customers and locals who want to hear from you). As your list grows into the hundreds and thousands, the impact will naturally scale – but remember, a smaller list that’s highly engaged will outperform a huge list of people who don’t care. Track metrics like open rate and conversion rate; if you’re seeing solid engagement (say 20%+ open rates, which is around the industry average), your list is “big enough” to drive ROI. And with tools like Sauce’s online ordering capturing new emails all the time, you’ll be amazed how quickly your list can expand.

What platform or software should I use to send restaurant emails?

You’ll want to use an email marketing service (EMS) to design, send, and track your emails. Popular options include Mailchimp, Constant Contact, Sendinblue, and others – these platforms offer user-friendly editors and customizable templates perfect for restaurant promotions. Many are quite affordable (even free up to a certain list size) and allow you to schedule emails, segment your audience, and see reports on opens/clicks. Choose one that fits your budget and skill level; Mailchimp, for example, is great for beginners with its drag-and-drop interface. One important consideration: pick a platform that integrates with your other systems. For instance, ensure it can sync with your online ordering system or CRM to automatically import new customer contacts and purchase data. (Some EMS have native integrations or you can use tools like Zapier.) This integration saves you time and enables more advanced targeting – like emailing customers about items related to their past orders. In summary, any reputable email marketing tool will do the job, but integration and ease of use are key. Do a bit of research or ask Sauce’s support team for recommendations on platforms that work well for restaurants.

Are there any rules or regulations I need to follow for email marketing (e.g. CAN-SPAM)?

Yes, it’s crucial to follow email marketing laws and best practices to respect your customers’ privacy and avoid penalties. In the U.S., the CAN-SPAM Act requires that you only email people who have given permission (no spamming random addresses), that you include a clear unsubscribe link in every email, and that you use honest subject lines and “From” names (no deceptive or misleading headers). Essentially, customers should be able to opt out easily, and you must honor opt-outs promptly. In other regions, laws like GDPR (Europe) or CASL (Canada) have similar requirements and even stricter rules about obtaining explicit consent. To comply, make sure your email sign-up forms clearly explain what subscribers are signing up for, and never add people who haven’t opted in (for example, don’t scrape emails from business cards or Yelp and add them without asking). Most email platforms help with compliance by automatically adding an unsubscribe link and physical address to your footer – just don’t remove those. Also, keep an eye on your sender reputation by not sending too frequently or to stale lists, as high spam complaint rates can get your account flagged. As long as you follow common-sense etiquette – get permission, honor unsubscribes, and be truthful – you’ll be fine. If in doubt, the Sauce team can provide guidance or resources on permission-based marketing and compliance standards.

How does Sauce support my restaurant’s email marketing efforts?

 Sauce helps your email marketing in a few important ways:

• Building Your List: Sauce’s commission-free online ordering platform automatically gathers valuable first-party customer data for you. Every time a customer places an order through your Sauce-powered system, you collect their email (and other info like order history), with their consent. This means your email list grows effortlessly as your online sales grow – no manual data entry needed. You own this data, so you can export it or integrate it with your email marketing tool anytime.

• 
  

• Guest Insights for Segmentation: The data from Sauce isn’t just names on a list – it includes rich insights like what each customer ordered, how often they order, their preferences, etc. Having this information allows you to segment and personalize your email campaigns effectively (for example, targeting frequent buyers with loyalty offers, or sending a special promo to everyone who ordered a particular dish). In fact, using such data for personalized marketing has been shown to lift guest spend significantly. Sauce basically provides the raw ingredients (data) you need to craft targeted campaigns that drive results.

• Marketing Tools and Integration: While Sauce focuses on online ordering and delivery, it’s built with marketing in mind too. The platform offers features like promo code management, loyalty rewards tracking, and feedback collection, which complement your email strategy. For instance, you can generate unique promo codes in Sauce to include in your emails and then easily track redemptions. Sauce also integrates with other restaurant tech and marketing systems – if you use a CRM or a specific email service, chances are you can sync it with Sauce so that your customer data flows seamlessly. And if you need guidance, Sauce’s support team and resources (like our blog you’re reading now!) are here to help you succeed.

• Staying “On Brand”: Because Sauce enables branded online ordering through your own website and channels, customers always interact with your brand (not a third-party app) when they order. This creates a more consistent customer experience – your emails can confidently say “Order Now” and link to your site, knowing that diners will see your logo and design all the way through checkout. Maintaining that branded journey from the email click to the order completion increases trust and conversion rates. It’s your restaurant’s personality at every touchpoint, which strengthens overall marketing effectiveness.