OpenTable tips & tricks for restaurant owners

Email marketing

Segment before you send

Don't blast your whole guestbook. Split by visit frequency, last visit date and spend. Regulars, lapsed guests and first-timers need different messages.

Pro moveA lapsed-guest list (no visit in 90+ days) is usually your highest-return send.

Email marketing

Turn on the automations once, earn every month

Automated campaigns (first-visit thank-you, birthday, win-back) run without you. Set them up once and review quarterly.

Pro moveKeep automated emails short with one clear booking button.

Email marketing

Watch your cadence

Sending 5 emails in 10 days to the same list burns it. Space holiday sends, use different lists for different campaigns, and watch unsubscribes after every send.

Pro moveOne strong send per week max to the same segment during holiday season.

Email marketing

Give a reason, not a discount

A new menu, a holiday prix fixe, a cocktail launch, live music. Discounts train guests to wait for discounts.

Pro moveSubject lines that name a specific dish or date outperform generic “We miss you”.

Email marketing

Read the dashboard honestly

OpenTable attributes covers and sales to campaigns; that's useful, but not all of it is incremental. Track trends month over month rather than celebrating a single number.

Pro moveCompare all-time vs last-30-day change to see what you actually moved.

Grow your list

Use the sign-up widget

Put the email sign-up form on your website and link-in-bio so non-OpenTable guests join your list.

Pro moveOffer something real for signing up (first look at holiday menus, not 10% off).

Grow your list

Capture walk-ins

Walk-ins and phone bookings are guests you can't market to unless they're in the system. Train hosts to add name + email.

Pro moveA short host script makes this a 10-second habit.

Guest data & service

Tag everything

Tags and notes (VIP, allergy, anniversary, wine lover, bar regular) power both better service and better segments.

Pro moveAgree on a short, fixed tag list so staff use them consistently.

Guest data & service

Use pre-shift info

Review who's coming in: regulars, occasions, notes. Recognition drives return visits more than any email.

Guest data & service

Connect your POS if your plan supports it

Linking spend to guest profiles lets you segment by real spend, not guesses.

Listing & reviews

Treat your listing like a menu

Fresh photos, current menu, accurate hours, and Experiences (tasting menus, holiday events) make you convert on the OpenTable app.

Listing & reviews

Answer reviews

Reply to reviews, especially critical ones, briefly and personally. Future guests read the replies.

Spend wisely

Know what you pay per cover

Network covers usually carry per-cover fees while bookings from your own website are cheaper or included, depending on plan. Push regulars to book through your own website widget.

Pro moveEmail campaigns that link to your own booking page shift repeat guests off paid network covers.

Spend wisely

Paid boosts are a test, not a habit

Promoted/Bonus Points-type tools can fill soft nights; measure them against what email does for free.