How Email Automation Helps Restaurants Win Repeat Business

Email automation isn’t just for big chains anymore. With the right tools, restaurants of any size can use automation to send targeted, on-brand messages that bring customers back.

In this post, we’ll break down how email automation works for restaurants, why it’s a great way to engage restaurant guests, and how the DoorDash Commerce Platform helps you put it into action.

What is email automation for restaurants?

Restaurant email automation is the process of sending messages to customers based on their behavior, without needing to write or send each one manually.

It works using a combination of:

• Triggers: Events that “fire” an email like an order or lapse in visits

• Templates: Pre-written messages branded with your restaurant’s look and feel

• Rules and timing: Logic that determines when and how often emails are sent

For example, the automated “Order Again” email series, available with the DoorDash Commerce Platform Boost and Pro packages, sends a gentle reminder email to customers 21 and 42 days after an order. If a customer hasn’t returned in 49 days, a winback series begins, automatically reminding lapsed guests what they ordered, offering a suggestion, and encouraging them to come back.

These automated email marketing flows are especially powerful when tied to a loyalty program or branded mobile app.

Why email automation matters for restaurants

It’s no secret that getting a customer through the door is expensive. Food costs, labor, and more can all add up. But keeping a customer? That’s where restaurants can protect margins and grow sustainable sales.

Here’s the challenge: many guests don’t return after their first visit. It’s not because they didn’t enjoy the meal; it’s because they forgot, got distracted, or didn’t have a reason to come back.

That’s where email automation comes in.

Automated email campaigns can:

• Prompt reorders at the right moment

• Remind guests of favorite menu items

• Keep your restaurant top of mind

Best of all, automated emails run in the background, meaning that you don't need to hire marketing headcount to keep your guests engaged and coming back for more.

What to look for in an email automation platform for restaurants

Many email tools weren’t built with restaurants in mind. Here are features to prioritize when choosing a restaurant-focused email automation solution:

Restaurant-specific triggers

Look for a system that tracks diner behavior, like ordering history, loyalty status, time since last visit, or favorite items. These cues are specific to the restaurant customer lifecycle.

Branded email templates

Your emails should look like you, not a generic marketing message. After all, 68% of businesses say that brand consistency has contributed at least 10% to their revenue growth. You should prioritize email automation tools that allow you to easily customize your sends with your colors, logo, and photos from your online ordering system. 

Automated workflows

Set it up once and let it run. A good system will offer ready-to-go flows like "Order Again" and winback, which are designed specifically for a restaurant audience.

Reporting

When it comes to restaurant marketing, data is power! Look for an email automation platform that allows you to see how your automated emails are performing across key areas like:

• Open rates

• Click rates

• Unsubscribe rates

• Total sales attributed to automated emails

All of these features are built into automated email marketing, available with the DoorDash Commerce Platform Boost and Pro packages. 

How the DoorDash Commerce Platform makes email automation easy

Merchants using the DoorDash Commerce Platform Boost and Pro packages get access to automated email marketing campaigns that increase order frequency by an average of 15% among new and returning customers.*

Here's what makes it different:

Built-in campaign series

• "Order Again" series: Automatically reminds customers to place an order 21 and 42 days after their last purchase

• Winback Series: Sends six reminder emails between 49–189 days if a customer goes inactive

No setup required

As soon as you sign up for the DoorDash Commerce Platform, your automated emails are ready to go. You don’t need to write subject lines, upload lists, or create logic trees. DoorDash handles the email marketing grunt work for you.

Branded templates

Every email reflects your restaurant’s brand—your logo, colors, and menu photos are baked in. 

Automation and more

Email automation can help restaurants increase repeat orders, grow loyalty, and save hours of manual work. Whether you're just starting out or ready to deepen your customer relationships, the DoorDash Commerce Platform offers flexible tools built for restaurants like yours.

*Based on internal DoorDash data from March 2024 through March 2025