It’s crazy how often I see restaurants missing out on a powerful tool to build their business: email marketing.

The other day I was at one of my favorite spots in town – they make the most incredible pizza and pasta hands down.

You know what they didn’t do? They didn’t ask for my email! I mean I’ve been a loyal customer for years and not once have I received a single email from them.

I thought “Wouldn’t it be amazing if they sent me some tempting deals maybe a sneak peek at their new menu items? Think of all the delicious opportunities they’re missing out on!”

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Email Marketing: The Restaurant’s Secret Weapon

Let’s face it in today’s digital world even brick-and-mortar restaurants need to embrace the power of email marketing.

It’s not just about sending out mass blasts of coupons (although those can be effective). It’s about building genuine relationships creating anticipation and driving those repeat customers.

Think of it this way: email marketing is like your own personal channel to your customers free from the algorithms and limitations of social media.

It allows you to connect with them directly share your story and keep your restaurant top-of-mind.

Why Email Marketing Is a Game-Changer for Restaurants

Here are some of the big wins that come with building an email list and using it strategically:

1. Turning Casual Diners into Loyal Fans: You’ve got to love those first-time customers but it’s the loyal ones who really keep the lights on. Email marketing helps you cultivate those loyal customers. Just think: imagine sending out a special offer on your most popular dish to your email list – you could see your weekday evenings transform from slow nights to packed houses!

2. Building a Community of Food Lovers: When you build an email list you’re not just collecting email addresses you’re creating a community of people who share a passion for your food. You can use your emails to tell stories share behind-the-scenes glimpses of your kitchen or introduce new menu items – all while strengthening the connection you have with your customers.

3. Rewarding Your Biggest Fans: It’s much cheaper to retain existing customers than to constantly attract new ones. Email marketing gives you a powerful way to reward those loyal customers who keep coming back for more. Think about exclusive discounts birthday offers or early access to new dishes.

Getting Started with Email Marketing: Building Your List

The first step is building your email list.

And don’t worry it’s not as intimidating as you might think.

There are some really clever ways to get people to sign up:

1. QR Code Magic: Everyone loves a quick and easy way to access a menu right? Use a QR code on your tables or menus offering a special deal or a free item in exchange for signing up for your email list. People will be happy to grab that discount and you’ll have a new subscriber in a matter of seconds.

2. Menu Temptations: You can also have a simple call-to-action (CTA) on your menu either digital or physical. Maybe something like “Sign up for our email list and be the first to know about our latest deals and special offers!”

3. The Point-of-Sale Opportunity: This might be a little more direct but it can be incredibly effective. When customers are checking out offer a small discount for signing up for your email list. You might even create a loyalty program that rewards customers for signing up and making repeat purchases.

4. Website Woos: Don’t forget about your website! Use pop-up forms or in-content forms offering exclusive deals to those who sign up for your list. This is a great way to convert website visitors into email subscribers.

5. Creative Campaigns: Get creative! Partner with local influencers run giveaways or create a dedicated landing page with a “lead magnet” (like a free recipe or a special offer) that attracts people to your email list. The possibilities are endless!

Remember your email list building strategy should match your restaurant’s vibe.

If you’re a trendy bistro you might go with a sleek minimalist pop-up on your website.

If you’re a classic diner you might want to include a handwritten sign on your tables inviting people to sign up.

Crafting Compelling Emails: Your First Impressions Matter

Now that you’ve got a growing list of email subscribers it’s time to make a great first impression.

Think of your first few emails as the introduction to a new friend.

You want to pique their interest build trust and make them excited to keep hearing from you.

The Soap Opera Sequence: Engaging Your Subscribers

Here’s a proven method called the “Soap Opera Sequence” to create a captivating series of five to seven emails that will keep your subscribers coming back for more:

Set the Stage: This is your chance to introduce yourself build rapport and hint at the exciting things to come in future emails. Think of it as setting the scene for a captivating story.
High Drama Backstory and the Wall: This is where you pull your readers in with a juicy story. Start with a high-drama moment then share some backstory that explains how you got to where you are today. And finally introduce the challenge or obstacle you faced (the “wall”) that you needed to overcome.
Epiphany and the One Thing: This is the moment of revelation! Share the epiphany that changed everything – the big realization that guided you toward your restaurant’s mission. It’s your opportunity to share your unique vision and passion.
Hidden Benefits: Now it’s time to reveal the hidden benefits of your restaurant that people might not even know they need. Focus on the unique experience you offer the ingredients you use or the passion that drives your food.
Urgency and a Clear Call to Action: This is the “final act” where you create urgency. Maybe you offer a limited-time discount or an exclusive offer. Most importantly you need to tell people exactly what you want them to do – call visit or book a reservation.

Imagine this: You could tell the story of how your grandmother’s secret recipe inspired you to open your restaurant how you struggled to find the perfect ingredients and how you finally overcame those obstacles to create a menu that your customers love. By the end of this sequence your readers will be craving your food and eager to visit your restaurant!

Keeping Your Subscribers Engaged: Seinfeld Emails to the Rescue

you’ve got a great email list and you’ve made a killer first impression.

Now it’s time to keep those subscribers engaged.

And the best way to do that is by sending regular emails.

The Magic of Daily Emails: Stay Top-of-Mind

You might be thinking “Daily emails? That sounds like a lot!” But hear me out: there’s a proven method for sending daily emails without overwhelming your subscribers.

It’s called the “Seinfeld Email.”

The concept is simple: just like the sitcom Seinfeld was all about “nothing” these emails are about everyday things.

They can be funny stories behind-the-scenes glimpses interesting facts about food or even just a quick update about what’s happening at your restaurant.

Here’s what makes these Seinfeld Emails so effective:

They Break Through the Noise: In a world of endless emails you need to stand out. These quirky casual emails can be a breath of fresh air for your subscribers.
They Build Trust and Personality: Sharing relatable everyday stories allows you to connect with your subscribers on a personal level and build trust. It shows you’re not just a business – you’re real people with stories to tell.
They Keep You Top-of-Mind: Consistency is key when it comes to email marketing. By sending these daily emails you’re constantly reminding your subscribers about your restaurant making it more likely that they’ll think of you when they’re craving a delicious meal.

Examples of Effective Restaurant Emails

Let’s look at some examples of Seinfeld Emails that restaurants can send:

“Free Coffee Friday” : Offer a free cup of coffee with any breakfast order on Fridays.
“Happy National Wing Day!” : Celebrate National Wing Day with a special offer on wings.
“Gift Cards Make Great Gifts” : Promote gift cards as a great gift idea for holidays or special occasions.
“Meet the Chef” : Share a short engaging story about your chef and their passion for food.
“Behind-the-Scenes” : Give subscribers a sneak peek into your kitchen showing them how your dishes are made.
“New Menu Alert!” : Announce your new menu items with exciting descriptions and mouthwatering photos.
“Upcoming Events” : Promote special events happening at your restaurant such as live music nights or themed dinners.
“Share Your Feedback” : Ask for customer feedback either through a survey or a simple request for reviews.

The key is to keep things lighthearted interesting and relevant to your audience.

Just like the show Seinfeld these emails are all about finding the humor in everyday life and showing your subscribers that you understand their interests and preferences.

Tracking Your Results: Key Email Marketing Metrics

You’ve got your email list built and your emails are going out.

Now it’s time to measure your success! Every good email service provider (ESP) will track important metrics that tell you how well your campaigns are performing.

Here’s a quick rundown of some key metrics to pay attention to:

Open Rate: This tells you how many people are actually opening your emails. A good open rate is typically considered to be 15% or higher but every list is different so you need to set your own benchmarks.
- Tips for Increasing Open Rate:
  - Compelling Subject Lines: Make them relevant intriguing and personalized.
  - Consistent Branding: Ensure your emails match the look and feel of your restaurant.
  - Timing: Experiment with different times of day to see when your subscribers are most likely to open your emails.
Click-Through Rate (CTR): This tells you how many people are clicking on the links in your emails. A good CTR is typically considered to be around 2% or higher.
- Tips for Increasing CTR:
  - Clear and Concise Calls to Action (CTAs): Tell people exactly what you want them to do.
  - Eye-Catching Visuals: Use high-quality images that are relevant to your message.
  - Test Different Link Text: Try different wording for your links to see what gets the most clicks.
Unsubscribe Rate: This tells you how many people are unsubscribing from your email list. A good unsubscribe rate is typically 0.5% or lower. If it’s higher you might need to reassess your email content or frequency.
- Tips for Lowering Unsubscribe Rate:
  - Offer Value: Make sure your emails are providing something of value to your subscribers.
  - Give Subscribers Options: Allow them to choose their preferred email frequency or unsubscribe easily.
  - Don’t Be Too Salesy: Focus on building relationships and providing value not just pushing sales.

Choosing the Right Email Marketing Software: Clickfunnels to the Rescue!

So you’re ready to take the plunge into email marketing but you’re wondering “Where do I even start?” You’ve got your list building strategy and your email ideas – now you need a powerful tool to help you execute your plan.

That’s where email marketing software comes in.

Traditionally you’d need to find separate platforms for landing pages email automation and maybe even hire a designer to create stunning templates. But luckily there’s a simpler more streamlined solution: ClickFunnels.

Here’s what makes Clickfunnels a must for restaurant owners:

All-in-One Solution: Clickfunnels combines landing page creation email automation and marketing funnels into one easy-to-use platform. No more juggling multiple tools and figuring out how to make them work together.
Drag-and-Drop Simplicity: Create beautiful landing pages and email templates without needing any coding experience. It’s like building with digital LEGO blocks!
Powerful Automation: Set up automated email sequences that trigger based on specific actions like signing up for your list or making a purchase. This saves you time and allows you to personalize your email marketing.
Marketing Funnels: Create powerful sales funnels that guide your customers through the entire purchasing journey from awareness to purchase.

And the best part? You can get a free trial of Clickfunnels to test it out for yourself. It’s a great way to see how easy and effective it can be to build a powerful email marketing strategy for your restaurant.

The Bottom Line: Email Marketing is a Must-Have for Restaurants

Look I know it might seem like a lot of work at first but trust me the rewards of email marketing far outweigh the effort.

Think about it: if you’re not using email marketing to build relationships drive repeat business and make your customers feel valued you’re leaving money on the table.

Don’t let your restaurant be like the one I visited – the one that missed out on a chance to connect with me through email.

Start building your list create some engaging emails and get ready to see your restaurant grow.

Remember the power of email marketing lies in building genuine connections with your customers and giving them a reason to keep coming back for more.

It’s a strategy that can transform your restaurant from a casual dining spot to a thriving community of food lovers.

Email Marketing For Restaurants – How To Succeed ⚠️