The Easiest Way to Do a Restaurant or Cafe Newsletter
Use Substack, the system I use each week for Hospo Reset - and for this article!
Why I recommend Substack for your newsletter
Most business owners like the idea of a newsletter, but getting it off the ground can be hard. Writing articles, choosing a delivery system, formatting, importing email lists and all the legal requirements for unsubscribing and privacy. Substack makes doing a newsletter almost as easy as an Instagram post, or writing a short email.
Why have an email newsletter in the age of social media?
Direct Communication: A restaurant newsletter allows you to directly communicate with your target audience, increasing the chances of your message being seen and read.
Builds Brand Awareness: Regular newsletters help to build brand awareness and reinforce your restaurant's image in the minds of customers.
Increased Reach: Newsletters have the potential to reach a large number of people, increasing the visibility of your restaurant.
Measurable Results: The success of your newsletter can be measured through metrics such as open rates, click-through rates, and conversions.
CONTENT EXAMPLE: Add any Instagram post to your newsletter just by copying the link - it appears automatically. Reshare your best Instagram posts and reels…
Why use Substack instead of systems like MailChimp?
Very easy to create and send: don't get hung up with the stress of writing long newsletter articles - start by collecting your social media posts and combine them as newsletter content every two or four weeks.
People can browse previous issues: because Substack is a combined newsletter and blog, they can look back and see the life and times of your business - link to it from your website and social media channels. With conventional newsletters or social media posts, they’re seen once (maybe) and never seen again!
Simple design and content creation: Substack makes it easy to create a visually appealing newsletter without any design or coding skills. Just collect some good photos, which you're probably doing already for social media.
It's free to use: if you send a free newsletter, there are no monthly fees.
Built-in subscriber management: you don't need to use a separate email marketing service. You can import the email list you already have, and people can subscribe or unsubscribe automatically.
Analytics and performance tracking: Substack shows your newsletter's performance, including open rates, click-through rates, and subscriber growth.
Monetisation options: Substack has options to charge for content. However, most restaurant and cafe newsletters would sent for free.
This is not a customer management system: a CMS can follow customer behaviour and segment them by interest - they are very powerful. But for most operators, that is way beyond what you need and never gets off the ground. Substack makes it super easy to get started and keep going.
CONTENT EXAMPLE: Add any Spotify track to your newsletter just by copying the link - it appears automatically. From your cafe playlist or staff favourites…
Why use Substack instead of just posting on Facebook?
Direct connection with subscribers: With Substack, you have a direct connection to your subscribers through their email inboxes. - reach them in a more personalised manner compared to social media.
Not blocked by the Facebook algorithm: On Facebook, your updates may not reach all of your followers due to the platform's algorithm and many competing business posts. With Substack, you control over who receives your content and when it's delivered.
Increased brand exposure: create a newsletter that has the look and feel of your restaurant and website, not the generic Facebook appearance.
CONTENT EXAMPLE: Add any YouTube video to your newsletter just by copying the link - it appears automatically. Videos on music, food, your local area, special events…
Getting started with the Substack newsletter system.
This is the system used by the Hospo Reset newsletter and this page you are reading/
Sign up for a Substack account and create a new publication - they walk you through the process step by step.
Choose an appealing template or create your own design - use a header image that reflects your website and overall branding. You can use the Canva design service to create images in the size you need.
Start by reposting social media posts: plus have some standard sections that you repost at the top in every issue eg contact details, links to menus and website content, booking forms and newsletter sign-up buttons etc.
Use the simple content tools to add interest: eg you can embed Instagram, or Spotify tracks from your restaurant playlist, or even YouTube videos that may inspire you - just drop the link on the page and the content appears automatically - as easy as copy and paste. See the examples on this page…
Add photos: individual image or a photo album to make it visually appealing.
Add longer content when it's useful: eg news for menu changes, new staff or special achievements, and promotion for events. Behind-the-scenes stories are always popular - where the food comes from, new equipment, cooks and baristas at work etc.
Use Substack's built-in email subscription buttons: ready for customers to sign up for your newsletter, like the blue button below👇. You can also promote your newsletter through links on social media and your website.
Send your newsletter regularly: now that it’s so easy, you absolutely can do it every two weeks or monthly!
Analyse the newsletter's performance: Substack's built-in analytics tools show how many subscribers you have and how your content is performing.
Questions? Drop a comment and I will reply… Ken
CONTENT EXAMPLE: Add individual photos or an album, with drag and drop. Photos of your food, the local area, special events, staff at work…
