Why are reservation confirmation emails important?

Most restaurants see confirmation emails as a necessary step, but few tap into their true potential. These often-overlooked messages are one of the most under-rated touchpoints – they can help restaurant operations run smoothly, increase sales and reduce costly no-shows.

Restaurant confirmation emails help with:

• Reducing costly no-shows – No-shows cost the average restaurant £1,325 in just two months and are a pricey nightmare for every pub and restaurant owner. Although they might be inevitable in the restaurant industry, incorporating clear cancellation or modification policies to gently encourage guests to update their reservations can go a long way in preventing them.
• Prompting loyalty and repeat visits – Loyal customers not only visit your venues more often but also reduce marketing and operational costs for your business. In your confirmation email, you can include a link to your loyalty program or subtly suggest future visits ("We hope to see you again soon!").
• Building anticipation and excitement – A confirmation email sets the stage for a positive guest experience and makes customers feel valued from the moment they book, therefore, your reservation confirmation should trigger anticipation by giving guests a tantalising glimpse of what awaits them.
• Operate smoothly – Confirmation emails provide clarity for both guests and your staff, as it allows your team to prepare in advance, leading to a seamless dining experience for everyone involved.
• Increase sales through upselling – Booking confirmation emails present subtle yet effective opportunities to tempt guests with additional offerings. A simple call to action such as "Complete your meal with our famous..." or "Guests also love to pair this with..." sounds inviting and encouraging, without being too pushy.

What to include in a reservation confirmation email

Yes, your confirmation email must include the reservation details. But in a competitive industry where the guest experience is key, this simple message has the power to do so much more.

But let's start with the basics. Here are the non-negotiable elements for every restaurant confirmation email:

• Clear subject line – You should keep it short and to the point, for example: "Your Reservation at [Restaurant Name] is Confirmed!" or "[Date] Reservation Confirmed – [Restaurant Name]"
• Date and time – These should be bold and prominently displayed. You might as well include the time zone if you're operating in a tourist area.
• Guest name and party size – Are crucial info that confirms accuracy for the guest and helps your team plan accordingly.
• Contact details – Make sure to provide a phone number AND an email address for any changes or last-minute questions.
• Address and directions – Instead of just listing the address, include a link to a map app for easy navigation.
• Parking information – Crucial, especially in urban areas. Even a simple line stating "Limited street parking available" can set expectations and prevent guests from arriving late as they spend long minutes searching for a parking spot nearby.
• Dress code (if applicable) – A short but clear statement (e.g., "Casual attire" or "Jackets preferred") prevents awkwardness at arrival.
• Special requests – If the guest indicated allergies, dietary preferences, or a special occasion, acknowledge these in the confirmation email.

All the above are essential building blocks for a solid confirmation email. However, to truly elevate your communication and reap the benefits of reduced no-shows, increased loyalty, and enhanced guest experience, let's dive into some strategic enhancements.

Top tips for confirmation emails

Here's how to turn your confirmation emails into a strategic tool.

Give the flexibility to self-serve

Things change – sometimes a guest might realise they need a larger table or have to adjust their reservation time. Instead of forcing them to call during busy hours (especially since guests prefer to handle their bookings online as we mentioned at the beginning of this article), include a clear link in your confirmation email allowing for online modifications.

Having guests manage their booking helps you save more time, as it lessens the burden on your staff. Reduced calls allow your staff to focus on current diners and it can help eliminate miscommunication errors, such as misheard information or a special request lost in translation between a phone call and handwritten notes for the kitchen.

Expand on upselling opportunities

We touched on using your confirmation email for subtle upsells, but let's dig into the best ways to do this tastefully. Think of it less like pushing sales, and more like offering those little extras that genuinely enhance a guest's meal.

Instead of just listing add-ons, let your delicious offerings speak for themselves and include a high-quality, enticing image of your most tempting appetiser, a beautifully crafted cocktail, or your signature dish.

Another thing to keep in mind is to not just upsell randomly. Choose items that complement popular dishes: "Love our steak? [Side dish suggestion] is the perfect pairing!" and can actually boost your bottom line. You might want to suggest sides with higher profit margins.

Extra tip – Test sending your confirmation email a day or two before the reservation, to give your guests time to consider those tempting extras without feeling rushed once they're seated.

Optimise for mobiles

Many guests will read your confirmation email on their phones, so make a positive first impression with a mobile-friendly design. Here's how to ensure your emails look their best on any device:

• Responsive design – Use a template designed to adapt seamlessly to various screen sizes to prevent awkward formatting and ensure readability.
• Clear & concise – Keep your text focused on the essential reservation details, avoid long paragraphs and choose a font size that's easy to read on smaller screens.
• Clickable elements – Make your phone number a clickable link for easy dialling. Any "modify reservation" or "cancel reservation" buttons should be large and prominent for easy tapping.
• Image considerations – While images enhance your confirmation emails, keep file sizes small to ensure fast loading times on mobile data connections.

Extra tip – Always test how your confirmation email renders on different mobile devices and operating systems before sending it out widely.

Automate the process

Manually sending confirmation emails for every reservation is time-consuming and prone to errors. Investing in a restaurant booking system with automated confirmation features is a game-changer, offering a variety of benefits, such as:

• Accuracy and consistency – Automated emails ensure every guest receives correct reservation details, presented in a consistent, professional format that reflects positively on your brand image.
• Freeing up staff – Eliminating manual emails allows your team to focus on providing excellent in-person service and handling more complex guest inquiries.
• Reducing no-shows – 16% of guests simply blame forgetfulness as their reason for a no-show. Sending automated reminders a day before the reservation can help jog their memory and reduce those frustrating empty tables.

Integrate with your CRM

Your Customer Relationship Management (CRM) system is a treasure trove of valuable guest data that can personalise guests' experience, increase revenue and help build loyalty.

Hospitality CRM integrated with your restaurant reservation system lets you create an immediate connection by addressing your guests by their names and acknowledging their preferences, which you'll know based on their past visits. At this point, you could also offer them tailored menu recommendations, such as sending a link to your separate plant-based menu or kids' menu or arranging their seats according to their preferences. For example: "Welcome back, [Guest Name]! We've reserved your favourite table by the window" – this small detail shows you remember them, enhancing their experience from the moment they book.

By knowing your guest's spending habits and ordering history, you'll be able to target them with the right offer, suggest pre-ordering favourites or upsell items that complement their past choices. Remembering their dietary preferences is crucial for 39% of guests and greatly influences their decision to rebook.

On top of that, personalised emails make guests feel appreciated and recognised, foster an emotional connection with your restaurant, and encourage positive online reviews and word-of-mouth recommendations.

Provide a chance to cancel the booking

Including a clear cancellation option (as well as its policy) within your confirmation email is a win-win for both guests and your restaurant. Life throws curveballs, and giving guests the ability to easily adjust their plans shows your understanding, builds trust and encourages them to proactively cancel when needed, instead of simply not showing up. It also provides you with valuable data about peak no-show times, helping you refine your strategies in the future.

Here's how to strike the right balance:

• Use clear wording – Use a direct phrase like, "Need to cancel? Click here to manage your reservation''
• Cancellation page – This page should clearly outline your policy and the steps involved.
• Confirmation – Provide immediate feedback on-screen and a follow-up email confirming the cancellation was successful.

Extra tip – If possible, offer guests the option to reschedule directly from the email to demonstrate extra flexibility and maybe even save the booking.

Steps you can take to improve customer experience

Your guest experience doesn't end when they walk out the door and nurturing that connection is key to encouraging repeat visits, boosting online reputation, and gathering valuable insights.

Send the 'thank you' and feedback email

Post the visit, within 24-48 hours, send a short email in which you express your gratitude. You can include a short satisfaction survey, or simply invite your guests to leave feedback on review sites (to which you should provide direct links) or set up an automated guest feedback and survey system. If your CRM tracks it, reference their specific order as a starting point for feedback ("Hope you enjoyed the [dish name]").

Loyalty program integration

If you're running a loyalty program (which is a benefit-packed strategy for the long-term success of any hospitality business), post-visit communication is a great way to promote it. Include information about how to enrol as well as how guests can earn points on future visits.

The ''We miss you!'' win-back

This is a great opportunity to highlight your new menu items, promotions, or events since your guests' last visit. Use your CRM data to segment guests who haven't visited in a while (e.g., 3+ months) and offer an incentive, such as a small discount or special offer to entice them to rebook.

Social media connection

Make sure to include links to your social channels and encourage guests to follow you for updates and promotions. If guests tag you in photos, interact with them to build your community.

Ready to supercharge your restaurant confirmation emails?

With a few strategic enhancements, your confirmation emails can do so much more than just confirm a table – they can help reduce no-shows, boost guests' satisfaction, increase revenue and build loyalty.

In this article, we covered essential elements to include in an email for restaurant reservations, we've provided some of the proven strategies for success such as personalisation, strategic upsells and policy reminders and we've discussed the role of technology.

A robust restaurant reservation system, such as our own Access Collins, empowers you to not only automate the confirmation process but also include pre-order capabilities, saving your kitchen time and enhancing the guest experience. Features like CRM integration, guest segmentation, and custom templates help streamline operations and create those personalised experiences that keep diners coming back.

Some information about the Access Collins online booking system:

• Uses an easy-to-install website widget to facilitate online bookings.
• Takes deposits, pre-orders and pre-payments online.
• Has a drag-and-drop table management tool.
• Allows you to automate tasks and customer communications to save hundreds of hours of time
• Integrates with EPoS system as well as your CRM system, reporting tools and other external systems
• Integrates with Access Tonic ticketing system and Soda voucher management software.

If you'd like to learn more about what our solution can do for your business, get in touch with us today.