Let’s talk email marketing. It’s been around for ages, and some might wonder if it’s still relevant.
In an era where SMS and short-form videos steal the spotlight, it’s easy to think email might be yesterday’s news. But let’s not throw out the proverbial pasta with the sauce just yet. If you’re a restaurant brand that hasn’t seen much success with email marketing, you might just need a fresh approach for the channel. Emails are still one of the best ways to affordably reach your target customers, build relationships, and drive repeat sales.
Here’s why email marketing deserves a spot in your marketing strategy this year.
How Email Helps Drive Sales
It’s Still Got Incredible Reach
Email isn’t flashy, but it’s consistent. Over 4 billion people use email worldwide, and most of us check our inboxes daily (okay, maybe a lot more often than that). Unlike push notifications that can get silenced or SMS messages that might feel intrusive and can be easily muted or stopped, emails sit patiently in the inbox, waiting for your guests to open them on their own time.
Whether you’re announcing a new menu item, promoting happy hour, or sharing a special event, email ensures your message reaches diners where they’re already spending time: their inboxes.
Affordable and High ROI? Yes, Please!
We all know marketing budgets are far from infinite. Email marketing is one of the most cost-effective channels out there, offering an average ROI of $36 for every $1 spent. Compare that to SMS, which comes with higher per-message costs, and email is clearly the budget-friendly workhorse of your marketing toolkit.
For restaurants, this means you can send beautifully crafted emails about new menus, promote your loyalty program, or share exclusive discounts without breaking the bank. And with the right email platform, you can even automate your campaigns, saving time and money while keeping guests engaged and hungry.
Email Plays Well with Others
Here’s the thing: email marketing doesn’t have to compete with SMS or push notifications. In fact, it’s at its best when it’s part of a multi-channel strategy.
For example:
- Send an email teasing LTOs or new menu items.
- Follow up with an SMS reminder the day before an event.
- Use a push notification an hour before lunch on a slower weekday to promote more online orders.
Each channel has its strengths. Email provides depth (think mouthwatering photos, menu descriptions, and stories about your restaurant). SMS and push are great for time-sensitive updates and quick calls to action. Together, they create a seamless experience that keeps your guests informed and drooling about their next order or visit.
You Own the Relationship
Social media algorithms change. SMS carriers have restrictions. But your email list? That’s yours. When someone subscribes to your restaurant’s email list, they’re giving you direct access to their inbox. That’s a big deal.
This direct relationship means you’re not at the mercy of a third party to reach your audience. Plus, email allows for personalization and segmentation. Want to send a special birthday discount? Easy. Target vegetarians with your new plant-based dishes. Done. Email gives you the tools to create tailored experiences that resonate with your diners.
Email As The Glue In Your Marketing Strategy
While SMS and push notifications are great for quick hits, email is where you can build lasting relationships. It’s affordable, effective, and offers depth, personalization and reach that other channels can’t match.
So, should you replace email with SMS or push? Absolutely not. Instead, think of email as the foundation of your restaurant’s marketing strategy, with SMS and push as the perfect sides to complement it. Together, they’ll help you create a winning recipe for customer engagement and loyalty.
Ready to make email marketing work harder for your restaurant? By tapping into Checkmate’s agency services, you’ll get a team ready to roll up their sleeves and start creating campaigns that resonate with your diners. Your bottom line will thank you.
