Where the addresses come from
- Your reservation system, with a box to opt in to news.
- Online ordering checkout.
- Guest Wi-Fi sign-in that asks for permission clearly.
- A birthday club card at the host stand.
What to send
Short emails with one photo and one reason to come in. A seasonal menu launch, a Tuesday special, patio opening day, a chef's dinner. Recipes and "our story" newsletters get fewer opens than a dish with a date on it.
Rules
In the US, CAN-SPAM requires a real sender name, your physical address and an unsubscribe that works. Only email people who gave you their address for that purpose; a receipt email address isn't permission to market.
Questions
How often should a restaurant email?
Once or twice a month, plus holidays. Weekly works if every email has something new.
Which tool should I use?
Start with whatever your reservation or POS system includes before paying for another tool.
Should I text instead?
Text works for last-minute seats. It needs separate, explicit consent.
About the author
Jason Murphy, Founder
Jason has spent two decades building sites, search programs, and digital products for businesses. At Lehvel, he leads product and strategy.
Jason Murphy on LinkedIn