Email marketing for restaurants: A technical guide to building a working system

If you run a restaurant, email marketing for restaurants is one of the few channels you can fully control. It can fill tables on slow days, push online orders during busy evenings, and keep regulars coming back without hiring a bigger team.

In this guide, we examine real numbers, demonstrate what “good” performance looks like for restaurants, and explain how to use email as a system, rather than as a random promo blast.

Key takeaways

1. Email performance for restaurants is strong.
   Open rates around 40-44% and CTR around 1-1.2% make email a reliable channel for updates and offers.
2. Most restaurant revenue comes from returning guests.
   About 60% of revenue comes from repeat visits, and returning customers spend 67% more than first-timers.
3. Email matches real guest behavior.
   Subscribers often check their email before choosing where to eat, which helps menu updates and specials reach them at the right moment.
4. A complete email system works better than random sends.
   Sign-up flows, welcome messages, reservation reminders, ordering updates, and loyalty emails create a steady communication cycle.
5. Content must remain simple and visual.
   Short text, strong photos, one main CTA, and clear spacing help subscribers act faster.
6. Segmentation improves every result.
   Groups such as first-time guests, frequent diners, and delivery-only customers allow for more relevant offers.
7. Mobile layouts are essential.
   Around 55% of restaurant email opens happen on phones, so one-column layouts and large buttons matter.
8. Tracking shows what drives visits and orders.
   Use UTMs, menu link clicks, booking data, and order confirmations to measure what works.
9. Stripo speeds up email production.
   Modules, Brand Kit, QR tools, and mobile previews help you build and send emails faster each week.

Why email still works for restaurants

What current data reveal

Across recent industry reports, restaurant emails perform better than many other verticals. Olo, MailerLite, and several other restaurant platforms report typical restaurant email open rates at around 40-44% and click-through rates close to 1-1.2% for well-maintained lists.

Guests are not tired of these messages. A state-of-restaurants report notes that 53% of diners prefer to receive restaurant updates by email, not by social media or SMS.

Retention data are even stronger. Multiple studies found that around 60% of restaurant revenue comes from repeat guests, and these returning customers spend roughly 67% more than new visitors over time.

Loyalty is part of this story. Recent research found that about 57% of restaurants now run a formal rewards or loyalty program, and roughly 40-41% of consumers say these programs influence which restaurants they choose.

So, email is not a “nice extra” here. It is a natural home for offers, loyalty updates, and visit reminders that directly affect revenue.

Why email fits restaurant behavior

How guests make decisions fits email’s strengths very well:

• inboxes are part of planning: People check email while they decide where to go for lunch, which place to book for the weekend, or whether to order in. Recent surveys found that ~53% of consumers say marketing emails influence their purchase decisions, which includes restaurant choices;
• email gives you enough space to provide a full menu section, list ingredients, mention allergens, and add booking or ordering links, which is hard to do in a single social post;
• visual layouts with hero dishes, clear sections, and direct “Reserve a table” or “Order now” buttons make it easier for guests to act, rather than scrolling through multiple short posts or stories.

For restaurants that depend on repeat visits and local awareness, this mix of timing, space, and visual control is exactly what you need.

Benchmarks your restaurant can use

Before you start improving your email program, it helps to know what “good enough” looks like for restaurants.

Based on restaurant statistics, you can treat the following as realistic targets:

• open rate range: 40-44% for standard promotional campaigns and updates;
• CTR: 1-1.2% for well-structured restaurant emails with clear calls to action;
• bounce rate: around 8-9% for restaurant lists that still need better cleaning, with a long-term goal to push this lower;
• unsubscribe rate: about 0.17% for healthy, permission-based restaurant lists;
• best send days: Monday and Tuesday, with Sunday also testing well in some datasets — all above 51% open rate;
• best send times: 3-7 p.m. local time, when people plan dinner and make late orders.

If your metrics fall far below these levels, it usually points to gaps in list quality, timing, or content relevance. In the next sections of the full guide, we examine the setup and flows you can use to fix that — one part at a time.

Build the core of your restaurant email system

A restaurant email program works best when it follows a clear structure. Instead of sending random promotions, you set up predictable flows that support bookings, online orders, and guest retention. Below are the five core parts you need in place.

Step 1: Collect the right data at sign-up

Your email system depends on information you gather from the start. The more relevant the data, the easier it becomes to personalize menus, offers, and reminders.

Restaurants should collect the following from each target:

• email address;
• first name;
• nearest location;
• dietary tags such as “vegan,” “vegetarian,” “gluten-free,” etc.;
• birthday.

You can capture this information through reservation forms, online order checkout, QR menus on tables, Wi-Fi login pages, and links in your social media profiles.

Stripo angle

Stripo can help you collect and structure sign-up data in a clean way:

• use Stripo’s QR generator to create a QR code that links to your sign-up page;
• create a branded confirmation email with Brand Kit so your welcome messages match your identity;
• save the confirmation layout as a module so that you need not rebuild it for every update.

Step 2: Build a welcome flow that leads to the first visit

A new subscriber is the most engaged during the first few days. A simple welcome sequence can convert them into a first visit or first order.

You can structure the flow as three short messages:

1. Welcome + incentive.
2. Top dishes or seasonal menu.
3. Location reminder with delivery or dine-in information.

Keep these emails short and visual. Display signature dishes, add a clear call to action, and mention the nearest location.

Stripo angle

Stripo makes welcome flows faster to produce:

• start from restaurant templates;
• save repeated sections, such as your header, menu grid, and footer as modules;
• add merge tags for the first name and location fields that your ESP will fill in automatically.

Step 3: Work on a reservation and visit flow

These emails help guests feel prepared and reduce no-shows. Many restaurant platforms already send booking confirmations, but you can improve the experience by controlling the look and timing.

A complete flow includes:

• reservation confirmed;
• 24-hour reminder;
• 15-minute reminder;
• post-visit feedback request.

Each message should be clear, simple, and easy to read on a phone.

Stripo angle

To make the process consistent:

• create one main reservation template and reuse it across all four emails;
• add calendar buttons so guests can save the reservation to their devices;
• test the mobile version inside Stripo to ensure every block is readable.

Step 4: Build an online ordering flow

Online ordering is now a steady revenue source for many restaurants. Transactional emails reassure guests that their meal is on the way and give them a chance to follow up with feedback.

This flow usually includes:

• order confirmed;
• order in preparation;
• order on the way;
• order delivered;
• “Rate your order” email.

Every message should provide an order summary, preparation status, and expected delivery time.

Stripo angle

To keep this flow smooth:

• use ready templates;
• build the layout in one simple column so it loads well on mobile;
• use conditional blocks to display different instructions for pickup and delivery.

Step 5: Develop a loyalty program system

Loyalty emails keep subscribers engaged between visits. These messages remind guests about their points, rewards, and progress.

A typical loyalty sequence includes:

• program welcome;
• monthly points summary;
• tier upgrades;
• redemption reminders;
• birthday rewards.

These updates help guests understand their benefits and encourage repeat orders.

Stripo angle

You can build loyalty emails once and reuse them across campaigns:

• create a tier and points banner with placeholders such as {{Points}} and {{Tier}};
• save the banner as a module so you can drop it into any loyalty email;
• keep formatting consistent by using Brand Kit for colors, fonts, and spacing.

Send content that guests open and act on

Once your core flows are running, you can focus on messages that keep subscribers engaged week after week. Restaurants rely on visuals, timing, and clear offers, so the goal is to keep the content simple and tied to real decisions people make during the day.

Menu updates

Menu updates work well because they match everyday habits. Guests often check their email before choosing where to eat, so your updates should spotlight fresh items in a clear layout.

Restaurants usually highlight:

• seasonal menus;
• chef specials;
• limited dishes;
• dessert or drink additions.

Short descriptions and strong food photos are enough, i.e., keep text minimal so that the dishes speak for themselves.

Stripo angle

Stripo helps you structure these updates:

• use menu blocks to display items in a clean grid;
• add anchored sections if you have multiple categories so that subscribers can jump to desserts or drinks;
• keep descriptions short and visual for easier reading on mobile devices.

Event and holiday promotions

Events fill slower days and give subscribers a clear reason to visit. These campaigns work best when you send them early and keep the layout simple.

Examples of special events you can announce:

• wine tastings;
• live music evenings;
• Valentine’s Day menus;
• Christmas menus;
• weekend brunch events.

Photos of the event setup or a featured dish help set expectations. Add a clear call to action to book a table.

Stripo angle

To speed up email production:

• start with holiday templates and update the details;
• add countdown timers or small GIF accents to highlight the event date;
• keep the footer updated with location and hours.

Daily or weekly specials

These emails work best as short, routine messages. Subscribers check them quickly and act when something looks appealing.

Common weekly specials include:

• lunch deals;
• family offers;
• happy hour;
• weekend brunch.

These can go out at the same time each week to build a habit. Consistency improves open rates and keeps your restaurant top-of-mind.

Stripo angle

To create these emails in minutes:

• design one special offer module;
• swap food photos each week and update pricing;
• reuse the same header and footer modules for consistent formatting.

Improve results with segmentation and personalization

Segmentation helps you send fewer broad campaigns and more targeted content. Restaurants collect useful information through reservations and online orders, so you can create groups based on behavior and context.

Segment by behavior

Use guest actions to decide what they receive:

• first-time guests;
• repeat guests;
• delivery-only customers;
• dine-in customers;
• big spenders;
• dormant customers.

Each group can receive different offers. A first-time guest might get a small incentive, while a repeat guest may prefer menu news instead of discounts.

Segment by context

Time, habits, and preferences also help you tailor content:

• lunch crowd;
• dinner crowd;
• families;
• office workers;
• birthday month groups;
• diet preferences such as vegan, vegetarian, or gluten-free.

These segments allow you to highlight the right dishes and events for each group.

Stripo workflow with segmentation

Stripo makes segmented emails easier to build and manage:

• create a master template that includes your logo, header, and footer;
• add multiple promo modules inside the email;
• assign tags to each module in your ESP so that certain subscribers see specific blocks;
• export the email from Stripo and let your ESP display the correct content for each segment.

This setup gives you one template for many segments, rather than separate designs for every group.

Technical design rules for restaurant emails

Good design helps subscribers scan your email quickly and makes each message easier to act on. Restaurants rely heavily on visuals, so the layout should support photos, short text, and clear buttons without clutter.

Layout

A simple structure works best for food content. Aim for a layout that is clean on both desktop and mobile:

• one-column mobile first;
• large hero dish photo at the top;
• clear spacing between sections;
• easy-to-read typography with comfortable line spacing.

This format helps subscribers focus on the most important actions, such as reserving a table or placing an order.

Visual guidance

Photos carry most of the impact in restaurant emails. Keep them consistent and easy to view:

• use one photo style so your emails look uniform;
• add short image alt text for accessibility;
• keep GIFs lightweight to avoid slow loading;
• check to ensure that the first frame of a GIF contains all important information so that Outlook users do not miss key content.

Good images often drive more clicks than long descriptions.

Email copy

Restaurant emails work best when the text supports the visuals instead of competing with them:

• use short dish descriptions;
• include one main CTA, such as “Reserve a table” or “Order now”;
• write clear, simple subject lines;
• keep menu text readable on mobile devices by avoiding long copy blocks.

A direct tone helps subscribers decide faster.

Mobile optimization

A large share of restaurant email engagement happens on phones. Recent industry data places mobile opens at around 55%, i.e., every layout must be checked on a small screen:

• buttons must be large enough for tapping;
• images should stack vertically instead of sitting side by side;
• spacing should remain consistent;
• always check Stripo’s mobile preview to confirm how each block renders.

A clean mobile experience often increases both clicks and bookings.

Tracking and improving restaurant email performance

Tracking helps you understand what brings guests back and what changes your email program needs.

Metrics to track

Watch these numbers each week:

• open rate;
• CTR;
• clicks to menu pages;
• table bookings from email;
• delivery orders from email;
• review submissions;
• loyalty point usage.

These metrics indicate whether your content is relevant and whether subscribers are following through on your calls to action.

How to track correctly

You can collect detailed data without extra tools by using the features inside Stripo and your ESP:

• add UTMs inside Stripo to determine which campaigns drive bookings or orders;
• use anchored links to send subscribers to specific menu sections;
• track Google Maps clicks that come from location buttons;
• connect ordering and reservation tools with your ESP so you can determine which emails lead to visits or orders.

Clear tracking makes it easier to improve your campaigns over time.

Fix common problems

If your results are lacking, the cause is usually simple:

• a low open rate often comes from bad timing or an unclear subject line;
• low CTR can result from weak visuals or too many competing sections;
• low conversions usually point to broken links or a missing location selector.

Small adjustments in timing, layout, or link structure often fix these issues quickly.

Build restaurant emails faster with Stripo

Once your strategy is ready, you can speed up production by building a reusable system inside Stripo. This saves time, keeps every email consistent, and reduces the amount of manual formatting each week.

Use modules

Modules help you reuse the same building blocks across many campaigns. Restaurants send similar formats often, so modules can cut production time from hours to minutes.

You can save modules for:

• headers;
• menu grids;
• hero dishes;
• loyalty sections;
• footers with hours and locations.

After saving these modules, you can drop them into any new campaign without rebuilding layouts or styling.

Use Brand Kit

Brand Kit helps you keep your identity consistent across all emails and locations:

• apply all brand elements automatically, including colors, logo, and typography;
• keep the design consistent across multiple restaurants in a chain;
• reduce repetitive edits when new team members join or when you update your branding.

This tool keeps your layouts clean even if several people work on email production.

Utility tools inside Stripo

Stripo includes tools that support daily restaurant workflows without leaving the editor:

• create QR codes for menus or sign-up pages;
• use the UTM builder to tag all links for tracking;
• add maps or short forms with the HTML block;
• save export presets for your ESP so that each send uses the correct settings.

These tools help you create complete emails without switching between platforms.

Test each email before sending

Testing is important because food emails rely on visuals and timing. A broken layout can reduce clicks or hide important details.

Check:

• mobile and desktop previews;
• alt text for key images;
• image load and file size;
• client compatibility to confirm that Gmail, Outlook, and Apple Mail display everything correctly.

Running these checks prevents layout issues on busy days when you cannot afford delays.

Restaurant email setup checklist

Use this checklist to build a complete email system:

1. Build sign-up and confirmation.
2. Create a welcome flow.
3. Set reservation emails.
4. Create an ordering chain.
5. Build loyalty emails.
6. Prepare menu and holiday templates.
7. Build segmented modules.
8. Test everything in Stripo.
9. Connect ESP and schedule weekly specials.

Following this structure will keep your email program organized and easy to update.

Wrapping up

A strong restaurant email system supports bookings, online orders, and loyalty without adding extra pressure to your team. Clear layouts, consistent design, and targeted content help you remain connected with your subscribers and bring them back more often. With Stripo, you can create these emails faster and keep your communication steady throughout the week.