Building a Restaurant Email Marketing Machine

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Getting Started with Restaurant Email Marketing

Email is one of the channels most powerful and important communication tools, which allow us to reach a large number of customers with a practically negligible cost. In this book we explain how to carry out a good email marketing process for your restaurant and the legal aspects to consider in the email marketing campaign.

Email is one of the most powerful communication tools that exist today as it has changed the way we do marketing in many ways, email marketing should be one of the first things on your list when beginning to plan your restaurant marketing. 

This effective channel is fast and gets results and it’s easily automatize and controllable with any professional software.

It has proven itself to be an economical way to communicate with your potential customers, and allows a high level of customization.

Compared to other means we can say that email is far better channel of communication because:

  • It is easily customizable
  • Production costs are significantly smaller
  • It is a very flexible means to make changes.
  • It can measure the impact of communication accurately

Also known as permission marketing – in the case of communicating with customers or potential customers who have given their permission to do so – it helps us to establish a relationship with our prospects.

Our goal is to generate successful restaurant email marketing campaigns. We are going to create a process that allows us to perform, correctly a successful email marketing campaign. As you likely have processes in your restaurants for the specific ways you greet customers or the process you create a specific menu, you will need to create processes around your email marketing

  1. Campaign Strategy

To assess the success of your restaurant email marketing campaign is essential to have clear objectives. Success, of course, will achieve them. If we have clear goals it is impossible to make clear decisions about what we will do.

Typical objectives that we want to achieve with an email campaign marketing are customer retention, attracting new customers and work the branding of the restaurant brand

  1. Database: Buy or Create?

Once we are clear about the purpose of the message, the next step is to determine the recipient thereof. In this case we can ask ourselves create our own database or purchase one.

We can create a database with email addresses to send our marketing messages  to utilizing strategies such as dropping business cards in a fishbowl of wifi-marketing or we can buy (or rent) a database of this kind from a data/marketing company.
How will we know which is the best alternative?


It depends largely on our goal. If we wish to retain loyal customers,

We should use a database created by ourselves with the express consent of

customers for the type of action we want to perform.

However, if we seek to attract new customers an external database is a valid way, but can be very expensive and runs into issues with items such as CANSPAM laws. We launch our message or offer to consumers who do not know us or have us tested, in order to convert them. Thus we reach more people who are not our customers yet. The effectiveness although, often is negligible at best depending on the source of the purpose of the marketing list. You should build your own list whenever possible.

  1. Content: Customer Value

We have satisfied customers that we work hard to meet their needs. This seems obvious, but …How many companies do not worry about that and just think about their own needs?

Good Example:

Notice it’s simple and provides the customer value. Who wouldn’t want a $2 bee on Tuesday?

The Social Media Icons on top are prominent and encourage user to browse additional channels of fox and hound.


The Nico’s email campaign is not one of our favorite. Notice how in the Fox and Hound email, the value proposition for the customer is directly in the email. The “midweek special” mention is probably a great deal, but from an initial look at the email, the customer has no idea what this may be.

We must put ourselves in the client’s skin, and consider what are the motivations will drive our client to react as we wish.

4. Conducting Tests

Use a email marketing service to conduct tests. People respond differently to different subject lines, colors, etc. What is measured can be improved.

5. Monitoring and Optimization Results

In any campaign emailing you must follow at least the following variables:

  • Emails sent (number and percentage)
  • Emails delivered (amount and percentage) measures the quality of the database and effectiveness and of course the conversion rates.
  • Sales obtained or brand awareness metrics

It’s important to remember that it’s prohibited from sending unsolicited or previously not expressly authorized, unless there is a prior contractual relationship and data have been obtained lawfully or are products and services similar to those already contracted. The recipient must be able to unsubscribe from the list easily and at any time, for free. The Data Protection Act applies primarily to personal data Mailing Lists and we can be legally punished if we do not meet these regulations.

In short, the use of email as a communication tool in the digital world is very common, powerful and inexpensive means of communicating with our customers and helps us grow our brand and influence on the market.

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