Anytime you send an email as part of your restaurant marketing strategy to the kind folks who have signed up to be on your email list, you have to ask yourself one question: how does this email benefit my users?
If you think to offer 10% off a meal is a huge deal for your customers, you have to know that anyone with an IQ above room temperature knows that they’ll have to spend at least $100 to save the modest amount of just $10.
So, when you’re sending your next email, make sure that whatever you are offering them truly gives them a reason to open their email newsletter. The following best practices come from the email newsletters of independent restaurants from around the country.
Best Practice#1: Write a Subject Line that Gives Them Benefit
Whatever you’re writing, selling or offering – put it in the subject line. If you’ve released a new menu, or you’re having a wine dinner or you’ve moved locations, make sure to put the most interesting detail in the subject line.
Best Practice #2: Don’t Bombard Your Customers With Emails
Let’s be honest, there is nothing newsworthy enough in your restaurant to elicit a daily email newsletter or promotion. If you offer a restaurant menu that changes daily and want to send that email out, we’d suggest creating a separate email list for those who truly want to know your specials each and every day.
Believe it or not, restaurant email newsletters have substantially high open rates, because those on their email list truly do want to hear from them. They also trust that you’ll only send an email newsletter when there’s something worth sharing. If you start bombarding them with too many emails, they’ll be sure to unsubscribe quickly and without regret.
Best Practice #3: Give Subscribers Something to Walk Away With
One of the best-received practices in restaurant email marketing is the strategy of giving away a recipe. Even better than any kind of discount, a recipe is something that people can write down, print out and save for later.
Best Practice #4: Include a Personal Message
A quick note from you, your executive chef, or someone that is known as the face of your business will quickly help you gain rapport with your subscribers. It could be a quick hello with a brief introduction to what they’ll find in the email, or it could be a little friendly story about what’s happening at your restaurant this month.
Best Practice #5: Use Photos to Make People Hungry
Photos draw the eye, and when you’re a restaurant, the easiest thing for you to do is include photos of your food.
Use photos to illustrate a topic. If you have an event coming up, use a great photo from a past event. If you’ve come into some fresh local produce that you’re proud of, post a photo of that before you talk about your updated menu.