Your Guide To Restaurant Email Marketing In 2025

Email marketing might not be as flashy as social media marketing, but for restaurants, it’s possibly the most effective way to stay connected with customers.

Unlike social media platforms, where the algorithm overlords dictate who will and will not see your posts, emails go straight to your customers’ inboxes—which they check daily. 

When used correctly, restaurant email marketing keeps your restaurant top of mind, turning occasional diners into loyal regulars. 

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A well-crafted email can remind a past guest to stop by again, encourage reservations for a new seasonal menu, or even boost online orders with a limited-time discount. Plus, with automation tools, you can set up campaigns that run on their own, making it easier than ever to stay connected with your guests without adding more to your plate.

In this guide, we’re going to show you how your restaurant can:

• Quickly build its email list 
• Create emails that actually get opened and prompt customers to take action
• Make sending tons of emails super easy
• See which emails are working to bring customers in

Why Restaurant Email Marketing Can Be Your Most Powerful Marketing Tool

At its core, email marketing is all about customer retention—you have their email addresses because they’ve already placed an order at your restaurant. 

That means the hardest (and most expensive) part—getting a new customer through the door—is already done. Now, your job is to remind them of the great experience they had and give them a reason to come back.

And it works—59% of respondents say marketing emails influence their purchase decisions. A well-timed email with a special offer, new menu item, or exclusive promotion can be the nudge they need to place another order.

The Benefits of Email Marketing for Restaurants

• Increased Customer Engagement: Regular updates keep your restaurant in your customers’ minds, making them more likely to visit.
• Boosts Repeat Business: Special promotions, loyalty rewards, and exclusive deals encourage guests to return.
• More Direct Than Social Media: Your email list is yours—there’s no algorithm deciding who sees your message.
• Cost-Effective Marketing: Compared to paid ads, email is an affordable way to connect with your customers and drive revenue.

Many operators don’t realize the gold mine of an opportunity they’re sitting on because they view email marketing as old school, going all the way back to the 1990s. While they’re not wrong about it being old, it’s still around because it actually works. Email marketing generates an incredible $42 for every $1 spent.

Before we go any further, let’s brush up on the fundamentals of email marketing. 

Understanding the Basics of Email Marketing

Successful restaurant email marketing starts with understanding the types of emails you can send and how often to send them. By striking the right balance, you can engage customers without overwhelming their inboxes (or becoming annoying).

Types of Emails Restaurants Can Send

Different emails serve different purposes, and mixing up your content keeps your audience interested. Here are the most effective email types for restaurants.

1. Newsletter

A regular email newsletter keeps your restaurant top-of-mind by sharing exciting updates, upcoming events, and behind-the-scenes content. This could include chef spotlights, new menu items, or even community involvement stories to help customers feel more connected to your brand.

2. Promotions and Discounts 

Special offers drive customer action. Send out exclusive deals like “15% off your next online order,” happy hour discounts, or limited-time promotions on popular menu items. Here is an example of a promo email ChowNow sends to diners as part of Automated Email Marketing.

3. Seasonal Menus & Event Announcements 

If you roll out seasonal dishes, holiday specials, or themed dining experiences, let your audience know in advance. For example, a “Christmas Sweater Party” email informs guests of the event while also encouraging them to make a reservation.

4. Loyalty Program Updates 

Customers love rewards, but they need reminders to take advantage of them. Use email to notify customers of points earned, upcoming redemption opportunities, and exclusive loyalty perks. For example, this is an example of a ChowNow Rewards Program email notifying a customer that they’ve earned enough stickers to receive 15% off their next order of $15 or more.

5. Post-Purchase Thank-You Emails

A simple thank-you email after a visit or online order reinforces a positive experience. Below is an example of a thank-you email that expresses appreciation and gives an order summary so customers are confident their order is correct. 

6. Order Confirmation Emails 

If your restaurant offers online ordering, confirmation emails are essential. These reassure customers that their order has been received and provide details like estimated pickup or delivery time. This is an example of a confirmation email with clear order details and a friendly reminder to reach out if they need help. 

7. Bringback emails

A simple “come back for more” message with a small incentive—like a discount—can be enough to bring them back. These emails work especially well when personalized, encouraging them to explore the menu and see what’s new.

The Best Time and Frequency to Send Emails 

How often you send emails is just as important as what you send. Too many emails can lead to unsubscribes, while too few can cause customers to forget about your restaurant altogether. 

Here are some best practices:

• Find the right balance: Most restaurants see success with a weekly or biweekly email schedule. If you’re sending promotions, spacing them out every two to four weeks helps maintain engagement without feeling pushy.
• Time it right: Email open rates tend to be highest in the mid-morning (9–11 AM), early afternoon (1-2), and early evening (5–7 PM) when people check their inboxes before work, during lunch breaks, or after work.
• Test and adjust: Every restaurant’s audience is different, so experimenting with different days and times can help you find the sweet spot for engagement.

The best frequency and timing may vary depending on your audience, so testing different strategies and tracking results will help you refine your email marketing approach.

Now, let’s jump into the first step to email marketing—building your email list.

How to Start Collecting Emails and Building Your List

Everything starts with your email list—but the good news is you don’t have to build it from scratch.

Many POS systems already collect customer emails for you. Simply log in to your POS dashboard, look for a section labeled “Customers” or “Contacts,” and you have the foundation of your email list.

If your POS doesn’t automatically collect emails, don’t worry—it’s easy to start. The key is to make the process simple and worthwhile for customers. 

By using both in-store and online opportunities, you can encourage sign-ups in ways that feel natural and valuable to your customers.

1. Ask your existing customers.

Your restaurant’s physical space offers plenty of chances to capture customer emails without disrupting their dining experience. Here’s how:

• QR Codes at Tables or on Menus: A simple “Scan to Get Exclusive Offers” QR code on menus, table tents, or receipts makes it easy for customers to opt in while they’re already engaged with your restaurant.
• Collect Emails via WiFi Access: If you offer free guest WiFi, require an email and opt-in for access. Customers get a benefit, and you gain a direct line of communication for future promotions. 
• Train Staff to Encourage Sign-Ups: Your servers and cashiers are on the front lines of customer interaction. A simple, friendly mention—“Would you like to join our email list for special deals and events?”—can go a long way.
• Offer Digital Receipts: When customers choose a digital receipt instead of paper, give them the option to receive updates and promotions via email at the same time.

2. Make signing up online easy. 

Even when customers aren’t in your restaurant, you can still encourage them to join your list. Here’s where to capture emails online:

• On Your Website: Add a dedicated sign-up form in a visible spot, such as the homepage or a pop-up. Offer something valuable, like “Get 10% off your first online order when you subscribe.”
• Reservations: If your restaurant takes reservations online, include an email opt-in at the time of booking. This ensures that customers who plan ahead also stay connected for future visits.
• Online Ordering: Customers ordering takeout or delivery are already invested in your restaurant, making them prime candidates for email sign-ups. ChowNow’s commission-free online ordering automatically collects customer information, such as email addresses, and adds it to your growing email list. You can access this information anytime through the ChowNow Dashboard.
• Social Media: Promote email sign-ups through Instagram and Facebook, whether by adding a sign-up link to your bio, running a giveaway, or offering exclusive email-only deals.

3. Encourage sign-ups with incentives. 

Customers are more protective of their emails than in previous years—they don’t like getting their inboxes cluttered, but if they get something valuable in return, they’re much more willing to share. 

Here are a few effective incentives:

• A discount on their next visit: For example, “Sign up and get 10% off your next order!”
• A free appetizer or dessert for new subscribers
• Entry into a giveaway: For example, “Join our email list for a chance to win a $50 gift card!”

It’s easy to see the recurring theme so far: offer something of value in exchange for their email address. 

The value doesn’t have to be large—just appealing. Even a small incentive can yield a significant return on investment (ROI).

Now, let’s learn how to create emails that get customers to take action and spend more.  

How to Craft an Email that Gets Opened

You can send the perfect number of emails at the perfect time all month long, but if no one opens them, what’s the point?

With inboxes crammed full of other businesses’ promotions and marketing, your restaurant’s emails need to cut through the noise, grab attention immediately, and drive customers to take action.

Here’s how to do it:

1. Create subject lines that get noticed.

Your subject line is the first thing customers see, so it needs to be compelling enough to make them click. It needs to be short, clear, and engaging—without sounding spammy.

• Keep it short and direct: Aim for 5-7 words or under 50 characters. For example, “Your VIP Offer Inside.”
• Create urgency: Words like “Limited Time,” “Today Only,” or “Ending Soon” encourage action. For example, “Final Hours: 20% Off Your Next Order”.
• Use personalization: Include a customer’s name when sending relevant emails. For example, “John, Your Favorite Pasta Is Back!”.
• Ask a question: Subject lines like “Craving Something Delicious?” or “Have You Tried Our New Special Yet?” spark curiosity.
• Use a single emoji – A well-placed emoji can make your email stand out, but too many look unprofessional. Stick to one that fits naturally, like 🎉 for a special deal or 🍕 for a food-related promo.

2. Preheaders: The secret to more opens. 

The preheader is the short text preview that appears next to or below your subject line in most inboxes. It should complement the subject line, not just repeat it. Think of it as a teaser to push customers into opening the email.

What makes a good preheader?

•  Expands on the subject line: Adds more detail or context (“A special thank-you just for you—claim it before it’s gone!”).

• Creates urgency: Reminds customers they need to act fast (“Hurry—this deal expires Sunday at midnight!”).

• Highlights a benefit: Tells the customer what’s in it for them (“Get 20% off your next meal—just because.”)

• Keep it short: Most inboxes cut off long preheaders, so aim for 30 – 80 characters in length. This is especially important because mobile devices allow significantly less space for preheaders. 

Examples of strong subject lines + preheaders.

• Subject: “Your Favorite Dish, On Us ”
  Preheader: “A little something special for our VIPs—grab it before it’s gone!”
• Subject: “Weekend Plans? We’ve Got You Covered”
  Preheader: “Book your table now for live music, craft cocktails, and amazing food.”
• Subject: “ Flash Sale: 20% Off This Weekend Only”
  Preheader: “Hurry—this exclusive deal ends Sunday at midnight!”

By pairing a strong subject line with an engaging preheader, you’ll increase the chances of your emails getting opened—setting the stage for the rest of your message.

3. Keep customers engaged with interesting content.

Not every email needs to be a promotion. Keeping your content fresh and interesting will make customers look forward to hearing from you. 

Here are a few ideas:

• Exclusive discounts or early access: Reward your email subscribers with special deals they won’t find anywhere else.
• Behind-the-scenes stories: Share the inspiration behind a new dish, introduce your chef, or show how your team preps for a busy night.
• Recipes, tips, or fun insights: Give customers a taste of your expertise with simple recipes, cocktail pairings, or fun facts about your ingredients.

Changing up the content gives customers the chance to see more of your restaurant’s personality and strengthens your brand. The more they know, the more connected they’ll feel with your restaurant because it reaffirms that your business exists for people like them. 

4. Make your emails visually appealing.

People eat with their eyes first, and the same applies to emails. High-quality visuals can make your emails more appealing and professional.

• Use high-quality images of your food, restaurant, or team. Avoid blurry or poorly lit photos.
• Keep it mobile-friendly: Most people open emails on their phones, so use templates that adapt to different screen sizes.
• Don’t overload with text: Break up long paragraphs with images, bullet points, and whitespace.

Not sure where to get photos for your emails? Check out our guide on taking great pictures yourself so you can showcase what makes your restaurant so special.

Be aware of using free restaurant email templates; many free templates come with images of food already in the design. Do not use these because it gives customers a false idea of what to expect from your restaurant’s food.

If taking pics yourself is intimidating, hire a professional, and to add a design element to your emails, use free tools like Canva and Adobe Express.  

5. Use strong Call-To-Actions (CTAs) that drive action.

Your email should always have a clear next step. Whether you want customers to place an order, make a reservation, or claim a discount, your CTA should be easy to find and act on.

• Make CTAs clear and concise: Use action-oriented phrases like:
  • “Order Now”
  • “Reserve Your Table”
  • “Claim Your Free Dessert”
• Use buttons instead of links: Buttons stand out more and make it easier for mobile users to click.
• Limit distractions: Keep your email focused on one main CTA so customers know exactly what to do next.

Well-made restaurant emails do one thing: drive customers to take action. Your emails need to grab customers’s attention, show them a valuable offer, and then tell them what to do—whether it’s placing an order, making a reservation, or redeeming a special deal. The clearer and more compelling your message, the more likely they are to act.

But what if you could stay connected with customers without the hassle of manually sending emails? Let’s explore how restaurants are making it happen. 

Make Restaurant Email Marketing Significantly Easier By Automating It

Sending emails every week takes time—time you probably don’t have, but automation makes it easy to stay connected with your customers without the extra workload. 

With automated emails, you can set up messages that send themselves based on customer actions—ensuring the right people get the right emails at the right time. 

Doing this manually is close to impossible—automation is what makes the difference between successful restaurant email marketing from those who can’t keep up. 

Here are some restaurant emails that work well with automation, along with examples of how ChowNow helps restaurant partners put them to use.

1. Welcome emails make a great first impression.

When a new customer joins your email list, an automated welcome email helps set the tone for your relationship. This email can:

• Thank them for signing up.
• Offer a small incentive, like “Here’s 10% off your first online order!”
• Let them know what to expect, such as exclusive deals, new menu updates, or upcoming events.
• Encourage customers to explore the menu and download your restaurant app to make things easier.

2. Monthly promos to keep customers excited. 

Set up a monthly email with timely promotions that keep your audience engaged. ChowNow’s Automated Email Marketing includes emails featuring a top-performing promo (promotion covered by the restaurant) plus designs that highlight your brand and food–all proven to delight your diners and drive steady repeat orders.

Here is an example of a ChowNow promotion calendar.

3. Rewards program reminders

If your restaurant has a loyalty program, automated emails can keep members engaged by:

• Sending reminders when they’re close to earning a reward: “You’re just 5 stickers away from a free entrée!”
• Encouraging repeat visits by celebrating milestones like “You’ve placed 5 orders—here’s a treat on us!”

Digital rewards create repeat customers; sometimes, they just need a reminder to come back in and place another order. 

4. Bringback emails to help your restaurant stay top of mind. 

Bringback emails are exactly what they sound like, gentle reminders for customers who haven’t ordered in a while to either place an order online or come to the restaurant to eat. 

A well-timed email can remind them what they’re missing and give them a reason to return. They should feel friendly, not pushy, and encourage customers to take action.

With ChowNow’s Automated Email Marketing, when a diner goes more than 21 days without purchasing from your restaurant, they’ll receive branded emails similar to this. 

With automation, your email marketing runs in the background—sending the right message at the right time without requiring constant effort. 

The result? More engaged customers, repeat visits, and increased revenue, all while saving you time.

Measure the Success of Your Email Campaigns

Sending emails is just the first step—tracking their performance is what helps you improve and drive real results. By measuring key metrics, you’ll know what’s working, what’s not, and how to adjust your strategy for better engagement and conversions.

Key indicators of restaurant email marketing success

• Customer Response: Are guests mentioning your emails when they visit or redeeming offers sent via email?
• Repeat Orders and Reservations: A rise in online orders or bookings after a promotional email suggests it’s driving action.
• Loyalty Program Engagement: If you send reward updates or special offers and notice more redemptions, your emails are making an impact.
• Unsubscribes: If customers are opting out frequently, it could mean you’re sending too many emails, or they aren’t finding them relevant.

Strategies to adjust your emails for better results. 

Pay attention to customer responses and engagement patterns. These insights can help you fine-tune your email strategy for better performance. Here’s how to make adjustments based on what you learn:

• Refine Your Subject Lines: If open rates are low, experiment with different subject lines to make them more compelling or personalized.
• Optimize Send Times: Test different days and times to see when your audience is most likely to engage.
• Segment Your Audience: If certain emails aren’t resonating, try breaking your list into smaller groups based on customer behavior, like first-time visitors vs. regulars.
• Improve Your Call to Action (CTA): If people aren’t clicking, make sure your CTA is clear, direct, and easy to act on.
• Adjust Email Frequency: If unsubscribe rates are high, consider reducing how often you send emails or focusing on delivering more value in each one.
• Enhance Email Design & Content: If engagement is low, make your emails more visually appealing and ensure the content is relevant and engaging.

Regularly reviewing your email performance and making small tweaks can lead to stronger customer connections and better results over time.

10 Restaurant Email Marketing FAQ

1. Why should my restaurant use email marketing?

Email marketing is one of the most direct and cost-effective ways to stay connected with customers. It helps drive repeat business, promote special offers, and build brand loyalty—all while reaching customers in a space they check daily.

2. What kind of emails should a restaurant send?

Restaurants can send welcome emails, special promotions, loyalty rewards, event invitations, online order reminders, seasonal menu updates, and re-engagement emails for inactive customers.

3. How often should a restaurant send marketing emails?

It depends on your audience, but a good guideline is one to four times per month. Too many emails can lead to unsubscribes, while too few can make customers forget about your restaurant.

4. How can a restaurant collect customer emails?

You can collect emails through online orders, reservations, in-person sign-ups (via QR codes), social media promotions, websites, and digital receipts.

5. How can I make sure my emails don’t go to spam?

Use your restaurant’s name as the sender so customers recognize you. Avoid ALL CAPS, spammy words, or too many links. Ask customers to add your email to their contacts to improve deliverability

6. What’s the best time to send restaurant emails?

While results vary, late mornings (9–11 AM), early afternoons (1–2 PM), and early evenings (5-7) on weekdays often perform well. Test different times to see when your audience engages most.

7. How can I increase my email open rate?

Write short, compelling subject lines. Personalize emails with customer names or past orders. Send at the right time and don’t overwhelm subscribers with too many messages.

8. How do I track the success of my restaurant’s email campaigns?

Watch your open rate to see how many people are reading. Check click-through rate (CTR) to track engagement. Conversion rate tells you who’s taking action, and unsubscribe rate shows if you’re sending too often or not providing enough value.

9. Can email marketing help increase online orders?

Yes! Well-crafted emails with clear CTAs, special offers, and direct links to online ordering pages can encourage more customers to place orders.

10. What’s the ROI of restaurant email marketing?

Email marketing is one of the highest ROI marketing channels, generating $42 for every $1 spent on average. When done right, it’s an affordable and effective way to drive revenue.

Bring Customers Back, One Email at a Time

Email marketing is one of the easiest and most effective ways to keep your restaurant top of mind and encourage repeat visits. 

Connect with our team to learn how ChowNow’s Automated Email Marketing can make restaurant email marketing easy. These emails can add, on average, up to $34,000 in additional annual revenue.