Building an Email List from Scratch: Tips for Chefs

 

Chefs, whether you're running a restaurant, creating a culinary blog, or selling your own products, you probably already know how important it is to keep your audience engaged. One of the best ways to do this? Building an email list. It might sound intimidating at first, but with the right approach and a bit of patience, you can create a strong email list from scratch that helps grow your business and keeps customers coming back for more.

Start with What You Already Have

Before diving into any elaborate strategies, take a look at what’s right in front of you. Do you have regular customers who frequent your restaurant or food truck? Perhaps you've built a small following on social media. These existing contacts are your best starting point.

For example, if you’re a chef with a restaurant, consider asking customers for their email addresses when they book a reservation or pay their bill. You can offer them something in return, like an exclusive recipe or discount for their next visit. If you're already posting recipes or cooking tips on Instagram or Facebook, encourage your followers to sign up for your newsletter by offering something valuable to them in exchange, perhaps early access to new recipes or invites to special events.

A good rule of thumb here is: make the ask simple and natural. Don’t overwhelm people with long forms or too many questions, just ask for their name and email. The goal is to get them on your list first; you can always gather more information later.

Provide Value: Why Should They Subscribe?

The key question anyone will ask themselves when deciding whether to give you their email address is “What’s in it for me?” And the answer needs to be something they actually care about.

Let’s say you’re known for creating innovative plant-based recipes. You could create a free downloadable ebook packed with exclusive recipes as an incentive for people to sign up for your list. Or maybe you're famous for hosting cooking classes, offering early-bird spots or discounts via email is another great way to provide value.

This doesn’t mean you need to give away everything for free, but offering something valuable up front encourages people to stick around and see what else you have to offer down the road. Remember, your subscribers want to feel like they’re getting something special by being on your list, whether it’s insider tips, exclusive deals, or even just great stories from behind the scenes in your kitchen.

Create a Simple Sign-Up Form

You don’t need to overcomplicate things when it comes to sign-up forms. A clean, simple form that asks for just the basics (name and email) is usually enough. Tools like Mailchimp or ConvertKit offer easy-to-use templates that allow even tech novices to create appealing sign-up forms.

If you have a website (which I recommend if you don’t already), place the form in multiple spots: at the top of your homepage, within blog posts (if you write any), and even as a pop-up after someone has spent a few seconds on your site. Don’t forget about mobile users! Many people browse websites from their phones these days, so make sure that your sign-up forms are mobile-friendly as well.

If you rely heavily on social media instead of a website, no worries! Most platforms allow you to add links directly in your bio or post captions that lead people straight to the form. It’s all about making it easy for someone who’s already interested in what you do to stay connected.

Leverage Your Social Media Followers

Your social media audience is one of the best places to start when building an email list. If people are already following you on Instagram, TikTok, or Twitter because they love what you're cooking up in the kitchen, they’ll likely want more content delivered straight to their inbox.

• Instagram: Use Instagram Stories and add direct links in story posts that encourage followers to sign up. You could also host giveaways where entering requires joining your email list.
• Facebook: Create posts highlighting why signing up is beneficial and include direct links to your form.
• TikTok: If TikTok is more your style, mention exclusive content available only through email in video captions and link directly in your bio.

Be sure not just to talk about signing up once and forget it, you’ll want periodic reminders across platforms about why subscribing is worth it.

The Power of Consistency: Keep Them Engaged

You’ve put in the work and people are now signing up, great! But don’t let those emails go cold. Consistent communication keeps people engaged and ensures they don’t forget why they signed up in the first place.

A common mistake some chefs make after collecting emails is not sending anything for months at a time. When they finally do send out an update, subscribers might not remember who they are and then hit "unsubscribe." To avoid this, establish a routine from the start: send out regular updates with fresh content like seasonal recipes, upcoming events (think pop-ups or cooking demos), and behind-the-scenes stories that show off more of your personality and craft.

You don’t need daily emails, in fact, less frequent but high-quality content can be far more effective than bombarding inboxes too often. Find what works best for you (maybe it’s bi-weekly newsletters packed with value) or perhaps monthly updates paired with surprise announcements every now and then.