Restaurant marketing is noisy. Social platforms are crowded, reach is unpredictable, and even strong content doesn’t always translate into bookings. Email and SMS cut through because they reach guests who’ve already shown intent.
What we consistently see across venues:
- Email supports planning: Ideal for events, special menus, and advance bookings.
- SMS drives immediate action: Best for last-minute availability, limited seatings, and timely reminders.
- Owned channels outperform social for bookings: Guests opening emails or texts are already closer to making a decision.
Across venues we work with, the pattern is clear: social builds awareness, but email and SMS drive action. Guests opening these messages tend to already be in a dining mindset. They’re looking at availability, checking dates, and deciding where to book.
In this guide, we’ll share practical email and SMS ideas that help restaurants fill tables consistently. No fluff, no overcomplication, just what moves guests from “that sounds nice” to “table booked.”
The foundation: What makes restaurant campaigns actually work
Before sending anything, the basics matter. Some of the strongest campaigns we’ve seen didn’t rely on clever copy or flashy offers, they worked because the foundations were solid.
Build a quality guest database
Guests who opt in are more engaged and far more likely to book. In practice, smaller, well-maintained lists often outperform larger ones that haven’t been touched in a while. When sign-up feels transparent and respectful, that trust shows up later in stronger engagement.
With Now Book It, these sign-ups become dynamic guest profiles, showing booking history, favourites, and visit patterns. This makes it easy to personalise emails and SMS, target the right guests, and send messages that actually drive repeat visits.
Understand guest intent
Not every guest is in the same mindset. Some plan their dining weeks ahead, while others decide on the day based on what’s available. Campaigns tend to perform better when messages reflect how guests actually book, rather than pushing the same promotion to everyone.
Segment by behaviour, not demographics
Past booking behaviour tells you far more than age or postcode. Regular diners, event-only guests, and occasional visitors respond to different prompts. When messaging lines up with past behaviour, it feels helpful instead of promotional.
Align campaigns with availability and capacity
Even the best message falls flat if there’s nowhere to book. The most effective venues connect campaigns directly to real booking gaps and current availability, treating marketing and reservations as one connected system.
These patterns show up again and again in day-to-day operations. Get the foundations right, and email and SMS stop feeling like “marketing”, they become practical tools for managing demand and filling tables more consistently.
Email campaign ideas that drive reservations
Working closely with restaurants every day, email is still one of the most reliable ways we see venues turn interest into actual bookings. When it’s done well, it doesn’t feel like marketing at all, but a helpful nudge at the right moment.
And the numbers back it up. Email campaigns sent in Australia averaged a 46.34% open rate, which tells us guests are paying attention.
So what does that look like in practice? Here are some email campaign ideas that help drive reservations.
Reservation-first emails (not just newsletters)
One thing we run into often is email being treated like a newsletter instead of a booking tool. We’ve seen beautifully written emails get strong open rates, but very few reservations, simply because the next step wasn’t clear.
What consistently works better:
- A single, clear action — usually Book a table or Check availability
- One primary CTA that’s easy to spot and tap
- Less content, fewer distractions, and a clear path to booking
When it comes to CTAs, we’ve found that simple almost always wins:
- Reserve your spot
- Book your table
- View availability
Timing makes a real difference too. Midweek emails often perform well for weekend dining, while messages sent one to two weeks ahead of busy dates catch planners before calendars fill up.
Event & seasonal campaigns
Email really shines when there’s a clear reason to book.
We see strong results when restaurants use email to promote special menus, ticketed events, public holidays, and local calendar moments. These are the kinds of experiences guests want to plan for, not decide on at the last minute.
What tends to work best:
- An initial email two to three weeks out so guests can plan
- A friendly follow-up closer to the date for anyone who hasn’t booked
- Clear details on what makes the experience worth booking now
For example, a restaurant running a quarterly tasting night or seasonal menu often sees better attendance when the campaign starts early with a simple announcement and one reminder, rather than relying solely on last-minute social posts. This usually leads to fuller bookings and less stress for the team.
Lapsed guest re-engagement
Lapsed guests are often easier to win back than many venues expect.
From what we see, guests who haven’t booked in 60 to 90 days usually don’t need a discount. More often, they just need a gentle reminder.
Messaging that tends to land well:
- We’ve missed you
- We saved you a seat
- It’s been a while — come back when it suits
We’ve seen simple “miss you” emails bring guests back without a discount, especially when the message links straight to current availability.
Loyalty-led email campaigns
Loyalty emails work best when they feel like a genuine thank you, not a sales push.
We consistently see better engagement with:
- Early access to popular booking dates
- Priority seating during busy periods
- First dibs on events or limited menus
Using loyalty data to personalise messages (even in small ways) helps emails feel intentional rather than automated. Across the restaurants we work with, these quieter, more thoughtful campaigns are often the ones that drive the most repeat bookings.
Being able to customise your emails makes a real difference. With Now Book It, restaurants can tailor email content and CTAs so messages sound like their venue, not a generic system notification.
Because emails are sent from the same platform that manages bookings, it’s easier to keep campaigns aligned with real availability and drive reservations more effectively.
Learn more about setting up and customising email campaigns in Now Book It in our email knowledge base.
SMS campaign ideas that convert fast
SMS works a little differently to email. It’s quick, urgent, and personal, which is why we often see messages that might get ignored in an inbox get instant clicks in a text.
SMS coupons regularly see redemption rates of over 20% — more than 20× higher than print, making SMS one of the most effective channels for driving immediate action.
The sweet spot is keeping messages short, clear, and timely, so guests know exactly what to do next.
If you’re just getting started, it’s worth making sure your SMS is set up properly first. Our guide on setting up SMS in Now Book It walks through the basics so messages send smoothly and compliantly.
Last-minute availability & fill-the-gaps texts
SMS is perfect for turning cancellations or idle seats into revenue. A few clear words at the right moment can make a big difference.
What tends to work well:
- Short, direct messages like:
- “Table for two available tonight at 7pm — reserve here [link]”
- “Last-minute spots just opened for dinner tonight. Book now: [link]”
- Send only when you truly have availability
- Friendly, casual tone — no pressure
Our rule of thumb: always include a one-click booking link and never over-message. Guests respond when it feels helpful, not spammy.
Event & one-night-only promotions
SMS shines when there’s a special opportunity that won’t last.
Great examples:
- Limited seatings for themed dinners or tasting menus
- Special guest chefs or pop-up collaborations
- One-night-only events that create urgency
Tips from what we see:
- Lead with the key offer: “Seats are limited for Friday’s Italian tasting — book now”
- Make it feel exclusive without pressure
- One gentle follow-up is usually enough
That way, even a tiny text can drive excitement when it makes guests feel like insiders.
Smart reminder & follow-up messages
SMS is great for keeping reservations smooth and encouraging repeat visits.
What works:
- Reservation reminders: “Hi Sam, your table for 4 is booked for Saturday at 7pm. Can’t wait to see you!”
- Post-visit nudges: “Thanks for dining with us tonight! Reserve your next table here: [link]”
Why this works:
- Reduces no-shows by reminding guests just before their reservation
- Encourages repeat bookings without being pushy
- Feels helpful because it’s relevant and timely
If you want more control over when and how these messages are sent, Now Book It’s SMS settings let you fine-tune timing, content, and behaviour so messages go out at the right moment and feel relevant to guests.
For existing users, our SMS settings guide walks through how to tailor these messages to match your venue’s workflow.
Personalised offers & VIP nudges
SMS can also be used to make guests feel special (without discounting everything).
We’ve noticed this performs really well when:
- Messages highlight personal preferences: “Hi Alex, your favourite table is available Friday. Reserve now!”
- Loyalty members or frequent diners get early invites to events or new menus
- Offers feel like perks, not sales pitches
Guests respond when the message is tailored and thoughtful; it transforms a simple SMS into a meaningful moment of connection.
Email vs SMS: When to use what
From working with restaurants every day, we’ve learned that the choice between email and SMS doesn’t have to be complicated. Each channel has a natural role, and combining them strategically often produces the best results.
We like to guide venues with a simple decision framework:
- Email for planning
- Great for events, special menus, and holiday promotions
- Gives guests time to consider and schedule their visit
- Works best when aligned with booking windows (weeks in advance)
- SMS for action
- Ideal for last-minute availability, reminders, or limited-seat events
- Guests read texts almost instantly, which drives immediate bookings
- Works best when messages are short, clear, and timely
- Combining both channels
- Multi-touch campaigns often outperform single-channel approaches
- For example, an email announcement two weeks out followed by a last-minute SMS reminder can fill events faster than either channel alone
How to measure success beyond open rates
We see it a lot: restaurants focus on open rates or clicks and then wonder why bookings aren’t going up. Those numbers are nice to know, but the real measure is whether guests are actually in your chairs. So instead, focus on:
- Reservations generated: Did your email or text actually lead to a booking? That’s the number that really matters.
- Covers filled: Not just how many bookings, but how many people are coming. A table for four matters more than a solo diner.
- Revenue per campaign: Which messages actually brought in more spend? Tracking revenue gives you the full picture.
- Tie marketing to real booking data: Seeing exactly how campaigns affect reservations and table occupancy helps you make smarter decisions.
- Fewer, smarter campaigns win: Sending a lot of generic messages rarely helps. The campaigns that perform best are well-timed, targeted, and match how guests actually behave. One clear, thoughtful message can do more than ten random ones.
At the end of the day, success isn’t about vanity metrics, it’s about tables filled, happy guests, and revenue coming in. Track what really matters, keep it simple, and let your marketing work for you.
Turning campaigns into bookings
Email and SMS don’t have to be complicated. The best campaigns are timely, relevant, and built around how guests actually behave.
Focus on:
- Sending the right message at the right time
- Aligning campaigns with real availability
- Tracking bookings, covers, and revenue
When done right, your marketing stops feeling like marketing, it fills tables and keeps guests coming back.
