Why a newsletter is essential for your restaurant
In a competitive environment, newsletters are an essential tool for staying on your customers’ minds. They enable you to:
- Build customer loyalty: Send regular updates to maintain the connection and remind customers of your presence.
- Promote your special offers: Highlight exclusive à la carte promotions or events hosted by your restaurant.
- Develop your reputation: Regular communication strengthens your image and positions you as a key player.
Your restaurant’s customers are just like you when it comes to their inboxes: they receive dozens of newsletters every day and discard most of them before even opening them. Under these conditions, getting people to actually read your newsletter is a tricky task. However, there are a few tips that can help make this tool effective, starting with its content.
The key elements of a successful newsletter
1. Real information
Literally, “newsletter” means “information letter” or “news update.” The key to using this tool effectively is to only send emails to your subscriber base when you truly have something new to share, such as:
- When you change part of your menu
This is the perfect time to send a newsletter—for example, when introducing a new dish, fresher ingredients, or an original dessert. Letting your subscribers know about this change gives them a concrete reason to return to your establishment. - When you organize an event or a contest
Whether it’s a themed dinner, a tasting evening, or a contest offering a free meal, share the details in your newsletter. By doing so, you generate excitement and encourage active participation from your subscribers. - When you open your terrace
As the good weather arrives, opening your terrace is an unmissable communication opportunity. Inform your customers that they can enjoy an outdoor meal, giving them a fresh experience to discover. - When you’ve completed renovation work
After renovating or improving your space, let your customers know what they can now enjoy—be it new decor, a more comfortable layout, or an expansion. These are all great reasons for them to visit your restaurant. - When you introduce a specific promotion or change your opening hours/days
Notify your subscribers about special offers (discounts, daily specials, happy hours) or any changes to your schedule. They’ll stay up to date and can plan their visit accordingly. - When you implement an online reservation system
Announce the introduction of online reservations to make booking easier for your customers. This enhances their experience and fosters loyalty to your establishment.
In more general terms, the content of your newsletter should be primarily informative rather than purely promotional. The keyword in a successful newsletter strategy is recurrence. In marketing, you want to stay visible without fearing you’ll be bothersome—after all, haven’t we all opened an email only after seeing it for the fifteenth time?
2. A call to action
Your newsletter content should be quick to read and contain no more than two or three key pieces of information. The goal is for recipients to remember the main message and, most importantly, take action by quickly visiting your website and/or your restaurant. Don’t forget to remind them of your address and, above all, include a link to your reservation system.
Moreover, you can add a clear, visible call-to-action button (e.g., “Book Now”), guiding readers toward the desired action. Ensure the button is prominently placed, ideally above the fold, and that it directs them straight to your online reservation system for a seamless user experience.
In any case, a newsletter ideally contains one highly visible main clickable link—known as a call-to-action—prompting recipients to do whatever you want them to do (e.g., “Book Now,” “Explore the New Menu,” etc.).
3. An appealing subject line
The subject line of your email is extremely important, as it determines your newsletter’s open rate—that is, how many people will open the email to read it. Your subject line should be short (no more than 30 characters), original, and attention-grabbing. Experiment with different wording, use catchy keywords, and don’t hesitate to add a hint of emotion or curiosity. A well-thought-out subject line will encourage your subscribers to click and explore the content you’re offering them.
Template ideas for your restaurant newsletter
1. Menu updates: Highlight new dishes or seasonal menus.
2. Special promotions: Exclusive offers for your subscribers.
3. Event information: Theme evenings, culinary workshops, concerts.
4. Testimonials and positive reviews: Share your customers' positive feedback to boost your credibility.
Create your personalized newsletter with Zenchef here.
Mailing frequency and segmentation
Sending Frequency
Send a newsletter at most twice a month to avoid fatigue while maintaining a regular presence.
Segmentation
Divide your list into relevant segments: regular customers, new subscribers, vegetarian food enthusiasts, etc. This helps tailor your messages to each group.
With Zenchef, you can assign tags to your customers in order to effectively segment them based on their preferences or consumption habits. For instance, you could identify customers who prefer weekday meals, those who choose vegetarian menus, or those who have a special interest in events hosted by your establishment. You can then send them personalized communications such as:
- An exclusive invitation to discover your new vegetarian menu.
- A special offer for a mid-week dinner.
- A personalized reminder for a special event, such as a tasting evening or a concert.
By using these tags, you create a more personalized relationship with your customers, increase their loyalty, and generate more reservations that meet their specific expectations. This strategy is part of a targeted and effective marketing approach, optimizing the customer experience while strengthening your restaurant’s image.
Let’s discuss your restaurant strategy together via this link.
Optimization of open and click rates
Catchy Subject Line
Write short, dynamic, and personalized newsletter titles. Your newsletter’s subject line should be concise (no more than 50 characters), original, and appealing.
Examples:
- “Tonight, you’re our guest of honor!”
- “Get a sneak peek of our brand-new menu!”
- “Feeling tempted tonight?”
- “Last chance to grab this exclusive offer!”
- “Join us this weekend—it’s all happening here!”
- “Treat your taste buds starting today!”
Content Preview
Include a relevant preview to give readers a taste of what’s inside. And don’t hesitate to put yourself in your guests’ shoes: which subject line would make you want to book a table the most?
Every day, we send out dozens of newsletters on behalf of our restaurant customers. We've analyzed all these mailings and found the perfect email: the one with the best open and click-through rates. We take a look at its success with you:
Mistakes to avoid
Overloading Your Content
Providing too much information can drown out the main message.
Ignoring Personalization
An impersonal email can be mistaken for spam. Whenever possible, avoid using subject lines written entirely in uppercase and steering clear of overly commercial or generic keywords (e.g., “free,” “special offer,” “promotion,” “newsletter #12,” etc.).
Neglecting Mobile
Seventy percent of emails are opened on mobile devices. Make sure your newsletter is optimized and in a responsive format.
Analysis and continuous improvement
Analyze Your Performance:
- Open Rate: Measure how many emails are opened.
- Click-Through Rate: Identify which elements spark the most interest.
- Conversion: Assess how many readers have made a reservation or visited your site.
Use these insights to refine your strategies and test different formats.
Discover how Zenchef can transform your customer communication.
Try Zenchef here.
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