Email Templates — The Circle of Michiu

Brand Voice Guidelines:

• Warm but refined (not corporate, not casual)
• Personal (use first names, reference actual visits)
• Recognition-focused (not discount-focused)
• Concise and respectful of time

Technical Setup:

• All emails sent from: circle@michiu.nl
• Reply-to: reservations@michiu.nl
• Send time: 10:00 AM local time (unless otherwise specified)
• Mobile-optimized required
• Include unsubscribe link (legal requirement)

Template 1: Welcome Email (Post-First Visit)

Trigger: 24 hours after first visit
Subject: Welcome to The Circle, [First Name]

Body:

Dear [First Name],

Thank you for dining with us last [day of week]. It was our genuine pleasure to serve you.

You're now part of The Circle of Michiu—a community of guests we're honored to recognize, remember, and reward.

Your Current Status: • Circle Credits: [XXX] (from your €[amount] visit) • Annual Status: [XX] points

Every time you return, we get to know you better. Your preferences, your celebrations, the dishes you love—these become part of how we welcome you.

What's Next:

Visit us [X] more times this year, and you'll become a Recognized Guest—unlocking priority reservations, exclusive tastings, and the kind of personal attention usually reserved for family.

[View Your Circle Dashboard]

We hope to see you again soon.

With warmth and respect,
The Michiu Team

Footer: The Circle of Michiu | Recognized. Remembered. Rewarded.
[Address] | [Phone] | [Website]
[Unsubscribe]

Template 2: Tier Advancement — Recognized

Trigger: When guest crosses both gates (10K Credits + 1K Status)
Subject: You're now a Recognized Guest, [First Name]
Send Time: Within 24 hours of qualification

Body:

Dear [First Name],

This is a special note to recognize something meaningful: You've become a Recognized Guest in The Circle of Michiu.

After [X] visits with us, you're no longer just a valued guest—you're family.

What This Means:

From your next visit forward:

✓ Your table will be waiting — Priority access to reservations, even during peak times
✓ We'll remember your preferences — Dietary needs, favorite dishes, beverage choices
✓ You're invited first — New menu previews, exclusive sake tastings, special events
✓ You'll always be greeted by name — Recognition from the moment you walk in

Your loyalty isn't just appreciated—it's honored.

[View Your New Benefits] | [Make Your Next Reservation]

Thank you for making Michiu part of your story.

With gratitude,

[Chef's Signature]
[GM's Signature]

Template 3: Tier Advancement — Honored

Trigger: When guest crosses both gates (50K Credits + 3K Status)
Subject: An Invitation to Our Honored Circle, [First Name]
Send Time: Within 24 hours, followed by personal phone call from GM

Body:

Dear [First Name],

Some relationships transcend the transactional. After [X] visits and [Y] years with us, you've become more than a guest—you've become part of our story.

It's our privilege to welcome you as an Honored Guest in The Circle of Michiu.

What This Means:

You now have access to experiences we reserve for a select few:

🌟 Golden Chopsticks — Your personal engraved token, arriving this week
🌟 Chef's Table Access — Priority invitations to our most intimate dining experiences
🌟 Your Place on Our Wall — Join the Circle Wall in our dining room
🌟 Direct Line — Personal contact for reservations, bypassing the standard system
🌟 Hidden Menu Access — Dishes prepared exclusively for Honored Guests
🌟 Guaranteed Reservations — Even when we're fully booked, we'll find a way

You'll hear from our General Manager personally this week to discuss how we can serve you even better.

[View Your Honored Benefits]

This isn't just a tier. It's a relationship.

With deep respect and gratitude,

[Chef's Full Signature]
[GM's Full Signature]

Template 4: Annual Reset Notification (November 1)

Trigger: November 1, 12:00 PM
Subject: Your Circle Status: What to Know for [Next Year]

Body:

Dear [First Name],

As we approach the new year, a quick note about your Circle of Michiu membership.

Your Current Standing:

• Lifetime Credits: [XX,XXX] (永久的 - permanent)
• [Current Year] Status: [X,XXX] points ([Current Tier] Guest)

What Happens January 1:

Your lifetime Credits stay with you forever. They never reset, never expire.

Your annual Status Points reset to zero. This is by design—it ensures The Circle remains a vibrant community of active guests.

To maintain [Current Tier] status in [Next Year]:

Simply dine with us enough to reach [threshold] Status Points again.

Based on your dining pattern, we estimate you'll requalify by [Month].

Our Commitment:

Regardless of your Status tier, you'll always receive the unreasonable hospitality that defines Michiu. The Circle simply allows us to go even further in recognizing your loyalty.

[View Your Dashboard] | [Plan Your Visits]

We're grateful for your trust in us. Here's to another year together.

Warmly,
The Michiu Team

Template 5: Annual Reset Reminder (December 15)

Trigger: December 15, 10:00 AM
Subject: Two weeks until Status renewal, [First Name]

Body:

Dear [First Name],

Just a friendly reminder: On January 1, annual Status Points reset for all Circle members.

Your Current Progress:

• [Current Tier] Status: [X,XXX] / [Threshold] points
• To maintain: You need [XXX] more points by December 31
• Estimated visits needed: [X] visits at your usual spend

Bonus Opportunity:

December 20-31: Double Status Points on all visits.
Dine with us during this period, and every euro counts twice toward your renewal.

[Make a Reservation]

No pressure—The Circle is a marathon, not a sprint. But if you were planning to visit, now's a rewarding time.

Warmly,
The Michiu Team

Template 6: Birthday

Trigger: 7 days before birthday
Subject: Celebrate with us, [First Name]

Body:

Dear [First Name],

Your birthday is coming up on [Date], and we'd be honored to help you celebrate.

As a Circle member, your birthday includes:

🎂 Complimentary dessert — Chef's special preparation
🥂 Welcome sake — Toast to another year
[If Recognized or Honored: +50 Status Points — Our gift to you]

[Reserve Your Birthday Table]

We hope to see you soon.

With warm wishes,
The Michiu Team

Template 7: Quarterly Benefit Reminder (Recognized + Honored)

Trigger: First day of each quarter (Jan 1, Apr 1, Jul 1, Oct 1)
Subject: Your exclusive benefits this quarter, [First Name]

Body:

Dear [First Name],

Welcome to [Season]! As a [Tier] Guest, here's what's available to you this quarter:

Exclusive for You:

🍶 Quarterly Sake Tasting — [Date], limited to 12 guests
→ Four rare sakes, paired with Chef's small plates
→ [Register Here]

📅 Spring Menu Preview — [Date range]
→ Be the first to experience our new seasonal menu
→ Invitation-only reservations now open

[If Honored: 🎫 Chef's Table Evening — [Date]
→ 8-course omakase with Chef interaction
→ [Reserve Your Seat]]

These moments fill quickly. Your priority access expires [Date].

[View All Benefits] | [Make a Reservation]

Looking forward to welcoming you,
The Michiu Team

Template 8: Redemption Confirmation

Trigger: Immediately after redemption processed
Subject: Circle Credits redeemed — [Amount]

Body:

Dear [First Name],

Thank you for using your Circle Credits!

Transaction Summary:

• Credits Redeemed: [X,XXX] Credits
• Value Applied: €[XX]
• Date: [Date]
• Remaining Balance: [XX,XXX] Credits (€[XXX] value)

Your loyalty is our privilege to reward.

[View Your Dashboard]

See you again soon,
The Michiu Team

Template 9: Referral Thank You

Trigger: When referred guest completes first visit
Subject: Thank you for the introduction, [First Name]

Body:

Dear [First Name],

Thank you for introducing [Referred Guest Name] to Michiu. They dined with us last [Day] and we're grateful for the connection.

Your Referral Reward:

• +150 Status Points (applied to your account)
• €15 Circle Credits (available now)

[Your friend also received a welcome bonus for being referred by a valued guest.]

When great guests bring great people, everyone wins.

[View Your Updated Status]

With gratitude,
The Michiu Team

Template 10: Re-Engagement (60 Days Inactive)

Trigger: 60 days since last visit
Subject: We've missed you, [First Name]

Body:

Dear [First Name],

It's been a while since we've had the pleasure of serving you.

Your Circle Status:

• Lifetime Credits: [XX,XXX] (永久的 - waiting for you)
• Status Points: [XXX] (remember, these reset January 1)

What's New:

We've just introduced [new seasonal dish / new sake / upcoming event]. Based on what you've enjoyed before, we think you'd love [specific recommendation].

[Make a Reservation] | [View Our New Menu]

We'd be delighted to welcome you back.

Warmly,
The Michiu Team

P.S. — Your favorite table misses you.

Template 11: Heritage Evening Invitation (Recognized + Honored)

Trigger: 2 weeks before event
Subject: You're invited: [Event Name] — [Date]

Body:

Dear [First Name],

As a [Tier] Guest, you're invited to an exclusive evening:

[Event Name]: [Theme]
Date: [Date] at [Time]
Price: €[XX] per guest
Bonus: 1.5× Status Points on this evening

The Experience:

[Brief description of theme, e.g.:]
Join us for an intimate exploration of rare Japanese sakes, each paired with Chef's signature dishes. Our sake sommelier will guide you through four pairings, sharing stories of origin, craft, and tradition.

Limited to 16 guests. Your priority access expires [Date].

[Reserve Your Seat]

These evenings are designed for Circle members who want to go deeper—not just dine, but discover.

Looking forward to an exceptional evening together,
The Michiu Team

Template 12: Post-Visit Thank You (High-Spend or Celebration)

Trigger: Next morning after visit with check >€200 OR celebration noted
Subject: Thank you for celebrating with us, [First Name]

Body:

Dear [First Name],

Thank you for choosing Michiu to celebrate [occasion / your evening] with us last night.

[If celebration: We're honored to have been part of such a special moment.]

[If high-spend: Your trust in us to create an exceptional experience means everything.]

Last Night:

• Circle Credits Earned: [XXX] (+€[XX] toward future visits)
• Status Points Earned: [XXX] ([XX]% toward [next tier/renewal])

[If close to tier advancement: You're now just [XXX] points away from [Next Tier] status!]

[View Your Updated Dashboard]

We look forward to welcoming you again soon.

With gratitude and respect,
The Michiu Team

Automated Email Workflow Summary

Email Performance Metrics (Track Monthly)

A/B Testing Recommendations

Test These Elements:

1. Subject Lines:

   • Personalized ("Your Circle Status, [Name]") vs. Generic
   • Question format ("Ready to be Recognized?") vs. Statement
   • Urgency ("2 weeks left") vs. No urgency

2. Send Times:

   • 10:00 AM vs. 6:00 PM
   • Weekday vs. Weekend

3. CTA Placement:

   • Single CTA vs. Multiple
   • Button vs. Text link

4. Tone:

   • Formal ("We are delighted to inform you") vs. Warm ("We're excited to share")

Email templates ready for implementation. Customize [bracketed fields] with dynamic CRM data.

Last Updated: February 8, 2026