The five emails that drive 70% of our rebookings

1. Post-visit thank-you at T+3h with a one-question feedback ask. Positive → nudge to Google. Negative → routes to a manager.

2. 'We miss you' at day 60 without a booking, personalised with the last dish they ordered.

3. 'Your table, your night' — quarterly note offering their usual slot on a quiet Tuesday.

4. Chef's letter at menu-change time. Not a marketing email — a note from the kitchen. Open rate: 61%.

5. Birthday email at T-14, one specific offer, expires end of birthday month.

Send blasts to 'everyone'. Every email is segmented on visit count, last visit date, and occasion or tag. Otherwise you train guests to ignore your sender.

Klaviyo's own aggregated benchmarks (published quarterly in their public reports for the restaurant vertical) tell the same story: segmented sends outperform batch-and-blast by 3-5x on click-through and by 6-8x on attributable revenue. Every serious lifecycle marketing consultant working with independents in the UK — Ometria, Dotdigital, Mailchimp's own hospitality templates — starts from the same premise.

The failure mode is the 'monthly newsletter'. Every newsletter you send that isn't tied to a specific guest state trains your list to filter you. Within six months, your open rate drops below 15%, your sender reputation with Gmail sours, and the emails you actually need to land (a booking confirmation, a security update) start sliding into spam. It is a slow, expensive mistake.