customer paying repeat visit

Email Templates for Special Offers and Events

Email doesn’t always get as much attention as social media, but for hospitality businesses, it’s often one of the most effective ways to bring people back – especially when it’s used simply.

You’re not trying to reach strangers; you’re reminding people who already know you to visit again, which is what makes it so valuable.

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1. Why Email Still Works

When someone joins your email list, they’ve already shown interest. They’ve visited before, signed up on your website, or opted in at some point because they liked what you offer. That means your emails aren’t interrupting, they’re reminders.

A short message at the right time can be enough to turn “we should go out this week” into “let’s go there.”

One of the ways that makes email less effective than it could be is by over-explaining. Most hospitality emails work best when they’re:

  • one idea
  • a few sentences
  • easy to scan on a phone

People aren’t sitting down to read a newsletter. They’re quickly checking their inbox. If they understand the message in a few seconds, you’re doing it right.

The tone matters more than the design. Emails that sound like announcements or adverts tend to get ignored. Emails that feel like simple updates tend to get read.

For example:

Instead of “Exclusive Limited-Time Promotional Offer,” use something like “New menu this week,” or “Quiz night is back on Thursday.” It’s the same message, just more natural.

When you send the email is just as important as what it says.

A few simple guidelines:

  • send lunch ideas late morning
  • send weekend plans midweek
  • send event reminders a few days before

You’re trying to arrive at the moment someone is thinking about what to do.

Every email should answer one simple question: “What should I do now?”

That might be:

  • book a table
  • reserve a place
  • visit during a certain time

Keep it clear and easy. The fewer steps, the better.

Most hospitality emails fall into a few repeatable types. Here are three you can come back to whenever you need them.

A Simple Offer Email

Subject: Midweek Lunch This Week

Hi [Name],

If you’re looking for a relaxed lunch this week, we’ve got a quieter few days ahead.

Join us from Tuesday to Thursday for [brief offer or highlight].

We’re open from [time], and booking is available if you’d like to plan ahead.

[Book a Table]

An Event Reminder

Subject: Live Music This Saturday

Hi [Name],

We’ve got live music this Saturday evening and it’s always a good atmosphere.

The music starts at [time], and the kitchen will be open as usual.

If you’re planning to come along, it’s worth booking a table in advance.

[Reserve a Table]

A Quiet-Day Nudge

Subject: A Good Day to Visit

Hi [Name],

It’s looking like a slightly quieter few days here, which makes it a great time to drop in.

If you’re after a relaxed coffee, lunch or catch-up, we’ve got plenty of space.

We’re open from [time] — feel free to book or just walk in.

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Why These Work

They’re clear, easy to read, and focused on one thing. Most importantly, they feel like something you’d actually send, not something written by a marketing team. That’s usually what people respond to.

Keep It Occasional and Relevant

You don’t need to email constantly. For most venues, something like once a week, or even once every couple of weeks, is enough to stay in people’s minds.

The key is sending emails when you actually have something worth saying, not just because you feel like you should.

Email works because it’s direct and familiar. It keeps your venue in mind without relying on algorithms or timing posts perfectly. A simple message, sent at the right moment, often does more than a lot of complicated marketing.

Need more hands-on support with your marketing?

At NCASS, we work with thousands of bars, cafés and restaurants across the UK. From getting found online to expert guidance when you need it, we’re here to help your business thrive. Call us on 0300 124 6866 to chat.