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Email Newsletters for Restaurants: Are They Worth It?

Email newsletters can be an effective marketing strategy for restaurants of all sizes. An easy way to remind your customers about your restaurant, it can be used to let them know about upcoming specials or send them coupons. Here are some things that you can include in your email newsletters to keep customers interested and subscribed.

Highlight Your Staff
Customers want to know about the people behind your company. They’ll buy more from people they know and trust. Take advantage of this by including a spotlight about one employee each month in your email newsletter. Email subscribers will look forward to learning more about your team.

Customers love coupons. Include at least one coupon in each of your email newsletters. A unique coupon code can help you can track conversion rates. You can see how many people opened your newsletter and came into the restaurant to use the coupon. If customers regularly use these coupons, the odds are good that you’re using your email newsletters effectively.

If your restaurant offers daily or seasonal specials, an email newsletter is an easy way to let your customer base know about it. Every time you change your specials is another opportunity to email your subscriber list and a new chance to entice customers to come in and try it.

Customers choose to come to your restaurant because they like the food. They’ll certainly appreciate access to your recipes. While you don’t want to give away your top secrets, a recipe they will enjoy can give them something to try. It will highlight your chef’s expertise and the real ingredients your kitchen uses. You can even have your head chef create a special recipe for the newsletter.

Awards or Industry Recognition
Customers love to dine at the best restaurants. If your restaurant wins an industry award or is covered in the local newspaper, you can share this information in your monthly newsletter. You can even create a special edition newsletter, if you have time to put one together, to highlight the recognition and the staff or recipes that helped you to win it. When customers come into the restaurant, they may just order the winning dish if they haven’t already had it.

And by the way…
Many email management platforms offer analytics tracking options. You should include these components in every email newsletter you distribute. They can help you measure engagement, determine how many of your subscribers opened the email, how long they spent reading the content, whether they clicked on a link, and what other actions they took, if any. If none of your customers engaged with the content, it is a sign that the content fell flat and needs improvement.

An email newsletter is an important marketing tool for restaurants. It is inexpensive and easy to produce and distribute, even by people with limited experience with software platforms. Try these ideas to keep your email subscription list engaged and eager to read your newsletter each month.

Melanie G.

Melanie G. is a freelance writer and editor living in Tampa, Florida. She's freelanced full-time since she left her writing job at Nielsen in 2012.

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