Why Email Still Matters for Restaurants
Social media gets all the attention, but email marketing remains one of the most effective ways to grow your restaurant business. Unlike social media, where algorithms decide who sees your content, your email list is yours—you control it, and you can reach your customers directly.
In fact, email marketing drives an average ROI of £36 for every £1 spent (DMA, 2023). When done right, it can help you:
• Turn first-time diners into loyal customers
• Boost bookings and reservations
• Promote events, special offers, and seasonal menus
• Encourage repeat visits with personalised offers
But here’s the challenge—growing an email list isn’t as simple as asking people to sign up. You need a strategy that’s natural, effective, and legally compliant.
Here’s how to build and grow your restaurant’s email list the smart way.
1. Make It Easy to Sign Up
The biggest mistake restaurants make? Hiding their email sign-up. Customers won’t go out of their way to join your list—you need to put it in front of them at the right time and place.
Where to Collect Emails
• Your Website – Add an email sign-up form on your homepage, menu page, and reservation page.
• Online Reservations – Ask customers if they’d like to receive exclusive offers when booking.
• In-Restaurant – Use QR codes on tables or digital receipts (read more on why restaurants should switch to digital bills).
• Social Media – Run a competition where entry requires an email sign-up.
• Wi-Fi Login – Offer free guest Wi-Fi in exchange for an email address.
The easier it is, the more sign-ups you’ll get.
2. Give Customers a Reason to Sign Up
People don’t sign up for emails just because they like your restaurant. They need a reason. The best way? Offer them something valuable in return.
What Works Best?
• A Welcome Offer – “Sign up now and get 10% off your next meal.”
• Exclusive Events – “Be the first to know about our next wine tasting evening.”
• Loyalty Rewards – “Earn points for every visit and get rewards straight to your inbox.”
• Birthday Perks – “Get a free dessert on your birthday—sign up today.”
Personalised offers like these make people want to be on your list—not just because they like your food, but because they’re getting something in return.
3. Keep Emails Engaging and Relevant
Once you have a list, don’t just send emails for the sake of it. Customers don’t want spam—they want emails that are useful, interesting, and personal.
What to Send (and How Often)
• Weekly or Monthly Offers – Keep people coming back with exclusive deals.
• Event Invitations – Promote live music, wine tastings, or seasonal menus.
• Behind-the-Scenes Content – Give subscribers an inside look at your team and kitchen.
• Customer-Only Perks – Offer loyalty discounts or special booking times for VIP subscribers.
Want to make your restaurant even more inviting? Check out why experiential dining is the future of restaurants for ideas on how to create unforgettable experiences.
4. Keep Your List Clean and Compliant
It’s not just about growing your email list—it’s about keeping it engaged and legally compliant.
How to Stay GDPR Compliant
• Only collect emails with permission – No sneaky sign-ups.
• Make it easy to unsubscribe – Every email should have a clear opt-out link.
• Be transparent about how data is used – Customers should know what they’re signing up for.
For UK businesses, following GDPR guidelines is essential. A clean, engaged email list is far more valuable than a massive list full of inactive subscribers.
Final Thoughts: Grow Your List, Grow Your Business
A strong email list is one of the most valuable marketing assets a restaurant can have. It allows you to speak directly to your customers, build loyalty, and increase repeat visits—without relying on social media algorithms.
To make your restaurant marketing even more effective, check out:
• 10 restaurant KPIs every owner should track to measure the impact of your email campaigns.
• How digital bills can improve customer experience and help collect more emails.
• 5 ways to make your restaurant more sustainable and attract eco-conscious customers.
The key to success? Make sign-ups easy, offer value, and keep your emails relevant. Get this right, and your email list will become one of your most powerful marketing tools.
