By RED Marketing, a London digital marketing agency. Published 24 July 2026.
Quick answer: Email marketing turns first-time guests into regulars with welcome messages, seasonal and event emails, and offers that fill quiet periods. Most venues do well sending two to four emails a month to a consent-based list, and it is one of the most cost-effective ways to bring guests back.
Filling tables and rooms with new guests is expensive. Bringing back the ones who already loved you is not. Yet most hotels, restaurants and bars serve a happy guest, then never contact them again. Email marketing closes that gap. It quietly stays in touch, reminds people how good their last visit was, and gives them a reason to come back.
Hospitality runs on repeat custom and word of mouth. A guest who returns again and again, and brings friends, is worth far more than a one-off booking. Email is how you build that loyalty.
Why email works so well for venues
Guests forget. They had a lovely evening, meant to come back, and then life got busy. A well-timed email brings you back to mind at the right moment, whether that is a seasonal menu, an event or simply a reminder that you are there.
Email is also one of the few channels you fully own. Social platforms change their reach whenever they like, as we cover in our guide to social media for restaurants and bars, and booking platforms keep the guest relationship for themselves. Your email list is yours, and you can reach it whenever you choose.
What to send, and when
You do not need clever campaigns. You need useful, well-timed messages that fit the guest’s relationship with you.
A warm welcome
When a guest joins your list or books for the first time, a friendly welcome email sets the tone and can offer a reason to return. First impressions count beyond the visit itself.
Seasonal and event emails
Hospitality has clear peaks: Christmas parties, Valentine’s, summer terraces, Sunday roasts, special events. A timely email helps guests plan and book before you fill up, and fills the dates you most want to sell.
Offers to fill quiet periods
A midweek offer or a quiet-night special, sent to your list, can fill tables and rooms that would otherwise sit empty. Moving business into your slower periods protects your margins without discounting to everyone.
A regular newsletter
A short, warm note with news, a new dish, an upcoming event or a behind-the-scenes glimpse keeps you top of mind between visits. It does not need to sell hard. Staying friendly and visible is enough.
How often should a venue email guests?
For most venues, two to four emails a month is a comfortable balance. Send too often and people unsubscribe. Send too rarely and they forget you between visits. Seasonal peaks, like the run-up to Christmas, can justify a few extra sends because guests are actively planning.
The exact number matters less than consistency. A venue that shows up reliably, with something worth reading, builds a habit in the guest’s mind.
Collect emails the right way
Your list is only as good as how you build it. Capture emails at natural moments: when guests book on your website, join a loyalty scheme, or sign up for an offer. Always with their consent, because UK email marketing requires that guests have agreed to hear from you, that every email has a clear unsubscribe option, and that their data is stored securely.
A consent-based list also performs better, because those guests actually want to hear from you. Quality beats quantity every time.
Where email fits in the bigger picture
Email is the retention layer beneath everything else. Your local SEO and social presence bring new guests in, your website converts them into bookings, and email keeps them coming back. Together with a strong brand that guests recognise in their inbox, this turns first-time visits into loyal, repeat custom. You can see how we build joined-up marketing across sectors in our case studies.
Which venue emails to send, and when
| When it sends | Purpose | |
|---|---|---|
| Welcome | On sign-up or first booking | Set the tone and offer a reason to return |
| Seasonal or event | Ahead of peak dates | Fill the dates you most want to sell |
| Quiet-night offer | Before slow periods | Move business into slower times |
| Newsletter | Monthly | Stay top of mind between visits |
Frequently asked questions
How often should a restaurant or hotel send marketing emails?
Around two to four emails a month works for most venues, with a few extra around busy seasons like Christmas when guests are planning. Consistency matters more than volume, and every email should be worth opening.
What emails should a hospitality business send?
The core set is a warm welcome, seasonal and event emails, offers to fill quiet periods, and a short regular newsletter. Together these keep you top of mind and give guests reasons to book again.
Does email marketing work for restaurants and hotels?
Yes, because hospitality depends on repeat custom. A well-timed email reminding guests of a seasonal menu, an event or a quiet-night offer often brings them back, making email one of the most cost-effective channels a venue can use.
Do I need guest consent to email them in the UK?
Yes. UK rules require that guests have consented to marketing emails, that every email includes an easy way to unsubscribe, and that their data is stored securely. Consent-based lists also perform better because those guests want to hear from you.
Turning your guest list into your best asset
Every happy guest is a future booking waiting to happen. Without follow-up, that value slips away one forgotten visit at a time. A simple, consistent email programme captures it, filling your quiet dates and turning first-timers into regulars who bring their friends.
RED Marketing sets up email marketing for hotels, restaurants and venues, so staying in touch with guests runs smoothly. See our email marketing service or get in touch to build a retention programme around your venue.
Disclaimer: This article is general information for UK businesses and does not constitute professional, legal or regulatory advice. Figures such as commission rates, timeframes and costs are indicative and vary by provider and circumstance. Advertising and industry regulations can change, so please confirm the current rules that apply to your business before acting.