Email remains one of the most powerful ways to build guest relationships and drive repeat guests —when done thoughtfully. Here are a few best practices to help you get the most out of your campaigns:

Start with a Strong Segment

• Segment your audience. Send different messages to regulars, VIPs, new guests, or event attendees. The more relevant your message, the higher your open rate. Sending to > 10,000 can significantly hurt your unsubscribe, spam, and open rates. Historically, segmented campaigns with < 10,000 recipients perform 2x better than large blasts.
• Reach out to Loyalist if you need help coming up with a segment for an email!

Craft an Email That Feel Personal

• Use merge tags like guest’s first name.
• Use plain text emails for get higher open rates.
• Write conversationally. Keep it short, clear, and human. Always write like you’re reaching out to one guest, not thousands.
• Highlight what’s new or special. A menu change, new chef, or upcoming event gives people a reason to engage.

Design for Readability

• Use clear hierarchy. One main image or message per email works best.
• Keep it mobile-friendly. Over 60% of guests read emails on their phones.

Avoid common spam triggers

• Don’t overuse all caps, exclamation marks, or phrases like “Act now!” or “Limited time offer!”
• Keep image-to-text ratio balanced; avoid sending all-image emails.

Time It Right

• Midweek mornings (Tuesday–Thursday, 9–11am) tend to perform best, but test what works for your audience.
• Avoid back-to-back sends. Space emails a few days apart to avoid unsubscribes.
• Leverage automations (e.g. birthday, milestone, or post-visit emails) so guests get timely messages without manual work.

Make It Easy to Act