How to book more reservations with email marketing

You're relying on social media to bring customers into your restaurant and wondering why your reservation list is open. It's because you’re leaving money and empty tables… on the table. 

Don’t get me wrong: Instagram, TikTok, and Facebook have their place. In fact, ignoring the power of social media would be a mistake. But putting all your marketing efforts into social media is a risky move that could cost you long-term, loyal customers.

Why? Because views, likes, and follows don’t guarantee reservations. But Emails do.

Why Email Marketing Still Matters for Restaurants

It’s easy to get caught up in vanity metrics. That viral reel? Hell yeah. That new follower? We made it!. But none of those things automatically translate into butts in seats.

The truth is, your email list is full of people who already know you, trust you, and (hopefully) love your food. If you’re not communicating with them, you’re missing out on the most direct way to influence their next dining decision.

Most restaurants are sitting on email lists they never use or even worse… use poorly. I see it all the time.

Case in Point: A Local Brewery Turned Their Subscriber List into a Reservation Machine

One of my restaurant clients, a local brewery, was about to launch a new menu, expand their patio, and gear up for a busy season. They had a list of 7,000 subscribers and no email strategy to match the excitement of what was happening in-house.

They were posting on Instagram and Facebook. But they weren’t connecting with the very people most likely to walk in the door, people in their own neighborhood.

That changed quickly when we revamped their email marketing strategy. One of the most successful campaigns we ran was simple but strategic: a Food & Drink Pairing Guide. See results here

One Email Strategy That Boosted Reservations Instantly

Here’s how it worked:

• We picked their most popular dishes.

• We curated drink pairings (beer, wine, and cocktails).

• We explained why each pairing worked together.

• We also made it easy to book a reservation using the email.

Instead of overwhelming customers with a long menu, we gave them clarity and confidence. That’s what made this email so effective and why it had one of the highest click-through rates they had ever seen.

Why This Email Performed So Well

Customers want a great dining experience, and that starts before they even arrive. Choosing the right food and drink combo can make or break their night. This email removed the guesswork.

By pairing popular dishes with drinks and giving context (“why this wine works with this entrée”), customers didn’t just want to come in, they knew exactly what they were going to order. This made a much more smooth sailing experience for servers as well. Servers didn’t spend so much time breaking down their menu and were able to spend more time ensuring their tables had what they needed.

No discount is needed. No coupon code. Just thoughtful storytelling and helpful recommendations.

Dora: 

How to Send a Reservation-Boosting Email to Your Restaurant

You don’t need a marketing agency to do this for your restaurant. You can recreate this strategy with just a few simple steps:

Choose Your Stars

• Pick 6–10 of your most popular food items. Think: your best-selling burger, your most-ordered pasta, your signature entrée.

Pair Thoughtfully

Match each dish with a beer, wine, or cocktail. If you don’t serve alcohol, you can do non-alcoholic drinks, mocktails, or sides.

Explain the “why”

One or two lines about why these go well together. Think flavors, textures, or customer favorites.

Add CTAs Throughout

Don’t just add one “Book Now” button at the end. Add one after each pairing category. Make it easy.

Send to Your List Before Peak Dining Times

Email Marketing Doesn’t Have to Be Complicated

The key is doing the thinking for your customer. If they open your email and feel like you’ve already planned their perfect meal, they’re much more likely to click that reservation link.

Your email list is one of your most valuable marketing tools. Don’t let it collect dust.

When done right, one email can turn browsers into diners, and casual guests into loyal regulars.