The Ledger, Issue No. 5 · September 30, 2026
35 percent reported $10 to $36 per $1
The list you own starts with permission.
The stat
Litmus's 2025 State of Email survey found that 35 percent of marketing leaders reported getting $10 to $36 back for every $1 spent on email. Nearly 500 marketing professionals responsible for email marketing in the United States, United Kingdom, Canada, Australia and Ireland answered. Respondents reported their own returns, and Litmus's published findings give no restaurant breakout.
The idea
An email list you hold yourself, with a record of each guest's permission, can move with you when you change reservation or ordering platforms. What you get back comes down to who is on the list and what you send them. A small list is enough to start when every address came with permission and each email carries a real reason, such as a menu change or holiday schedule.
Try this week
Open the system that holds your marketing opt-ins and write down the count. Check that each address includes permission to receive marketing. If the count is zero, add one plain opt-in to your reservation or checkout flow before you plan a campaign.