The Email Marketing Guide for Restaurants

In the bustling world of restaurants, customer loyalty and repeat business are the lifelines that sustain growth. One of the most potent tools to foster this loyalty and drive repeat visits is email marketing. At Slerp, we understand that retaining a loyal customer base can be the difference between thriving and just surviving.


Why Email Marketing is Essential for Restaurants


Email marketing isn’t just about sending promotions—it’s about building a relationship with your customers. A single visit might bring in £20, but a loyal customer who returns regularly could contribute up to £2,000 per year to your business. This underscores the importance of nurturing repeat visits and increasing customer spend with each interaction.

Email marketing offers several benefits:



Ready to boost your restaurant’s sales and customer loyalty? Here’s how to leverage email marketing effectively with Slerp:


1. Build A Customer Email List


Creating and growing an email list is the first crucial step in your email marketing journey. This list is your direct link to every customer who has already shown interest in your brand.


Leverage Your Existing Customer Database


Start with your current POS system. Most systems store customer emails and contact details. Here’s how you can access and utilise this data:


Collect Emails with Every Transaction


Ensure every transaction—whether in-person or online—results in collecting an email address. This can be achieved by:

If your current system doesn’t support these features, consider upgrading to one that does, as collecting customer emails is fundamental to effective marketing.


Incentivise Email Sign-ups


Encourage new sign-ups by offering something valuable in return. Here are some effective strategies:

Always provide a compelling incentive, like a discount or a special offer, to motivate customers to share their contact information.


2. Utilise a Customer Relationship Management (CRM) System


To take your email marketing to the next level, integrate a Customer Relationship Management (CRM) system. A CRM helps you manage and analyse customer interactions and data throughout the customer lifecycle, with the goal of improving relationships and driving sales growth.


Benefits of CRM in Email Marketing



How to Integrate CRM with Email Marketing



3. Send Engaging Weekly Emails


Maintaining a regular flow of engaging emails keeps your restaurant top-of-mind for your customers. Here’s how to ensure your emails are varied and compelling:


Welcome Emails


Kick things off with a warm welcome email sequence. This is your chance to reintroduce your restaurant, highlight your new online ordering system, and offer an enticing discount, such as 25% off their first order.


Weekly Email Types


Send a mix of different email types to keep things interesting and prevent unsubscribes. A typical monthly schedule might include:

This variety ensures that your emails are not only informative but also engaging and valuable.


Promotions and Special Offers


Promotional emails are a powerful way to drive immediate action. Use these sparingly but effectively, focusing on offers that align with your business goals, such as:

Be strategic with your promotions to maintain profitability while attracting more business.


4. Create a Comprehensive Loyalty Program

A well-designed loyalty program is a game-changer for customer retention. Here’s how to create a program that keeps customers coming back:


Offer Appealing Rewards


Encourage sign-ups with an attractive welcome offer, like a 15% off coupon. Maintain engagement by providing consistent monthly discounts and rewards. Focus on cost-effective items such as appetisers, desserts, or non-alcoholic drinks.


Keep Customers Informed


Regularly update customers on their loyalty points and how close they are to their next reward. Send emails after every purchase with their current point balance and next reward milestone. This keeps the program exciting and encourages frequent visits.


Make Rewards Attainable


Design your rewards system to offer achievable and desirable incentives. Popular choices include:

Ensure the rewards are appealing enough to motivate customers to keep earning points and returning to your restaurant.


Partner with Slerp for Effortless Email Marketing


At Slerp, we make email marketing simple and effective with our CRM. Our platform automates your email campaigns, ensuring your messages are always timely, relevant, and engaging.

Ready to see how Slerp can transform your restaurant’s email marketing? Schedule a demo with us today and discover how our CRM can boost online sales

Schedule a Free Demo of Slerp’s CRM


By integrating CRM into your email marketing strategy, you’ll not only enhance customer relationships but also drive greater engagement and revenue growth. Let Slerp guide you through this transformation and elevate your restaurant’s marketing game.

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