Email Marketing for Pubs: Build a Database That Drives Repeat Business

A customer walks into your pub, has a great meal, leaves happy... and you never see them again. Sound familiar? Here's the painful truth: the average pub loses 60% of first-time customers simply because they have no way to invite them back.

Meanwhile, a typical village pub in Cambridge sends a simple Tuesday email to their 3,000-strong list and fills every midweek table. Their secret? They turned email marketing from an afterthought into their most profitable marketing channel.

Email marketing returns £42 for every £1 spent – the highest ROI of any marketing channel. Yet most pubs either ignore it completely or blast out desperate "please visit us" messages that nobody reads. This guide shows you how to build an email system that turns occasional visitors into profitable regulars.

Why Email Marketing Is Your Pub's Secret Weapon

The numbers tell the story:

• Email is 40x more effective than social media for customer acquisition

• 72% of consumers prefer email for business communication

• Repeat customers spend 67% more than new ones

• Email subscribers visit 2x more frequently than non-subscribers

But here's the real power: you own your email list. While social media algorithms change and paid ads get expensive, your email database remains your direct line to customers' inboxes.

The Foundation: Building Your Email List

The Value Exchange Principle

Nobody gives their email for nothing. You need irresistible offers that make signing up a no-brainer:

Immediate Gratification Offers:

• "Join our list, get a free drink on your next visit"

• "Sign up for 20% off your birthday meal"

• "Free dessert with your first email sign-up"

• "Exclusive happy hour prices for subscribers"

Ongoing Value Propositions:

• First access to event tickets

• Members-only tasting events

• Early bird Sunday roast bookings

• Secret menu items for subscribers

• VIP quiz team registration

Collection Methods That Actually Work

1. The WiFi Gateway

Turn free WiFi into list-building gold:

• Require email for access

• Offer faster speeds for subscribers

• Send welcome email immediately

• Include first-visit incentive

Example: a typical traditional pub built a 2,000-person list in 6 months using WiFi sign-ups with a "free coffee on your next visit" incentive.

2. The Table Talker

QR codes on every table:

• "Scan for today's secret special"

• "Join for exclusive offers"

• "Rate your meal, get 10% off next time"

• "Birthday coming up? Get a free bottle of wine"

3. The Receipt Request

Train staff to ask at payment:

• "Would you like email receipts?"

• "Join our VIP list for exclusive offers?"

• "Get 10% off your next visit?"

• Make it part of service flow

4. The Event Sign-Up

Leverage busy times:

• Quiz night registration

• Live music mailing list

• Sunday roast booking alerts

• Special event early access

5. The Social Media Bridge

Convert followers to subscribers:

• Facebook sign-up forms

• Instagram bio links

• Story swipe-ups

• Contest entries

GDPR Compliance Made Simple

Stay legal without complexity:

• Clear opt-in language

• Easy unsubscribe option

• Explain email frequency

• Store consent records

• Regular list cleaning

Simple Consent Language:

"We'd love to keep you updated with exclusive offers and events. We'll email you no more than once a week and you can unsubscribe anytime."

Email Types That Drive Revenue

1. The Welcome Series

Your most important emails – 74% open rate:

Email 1: Instant Welcome (Immediate)

Subject: "Your free drink is waiting!"

• Warm welcome message

• Claim incentive instructions

• What to expect

• Social media links

Email 2: Your Story (Day 3)

Subject: "The story behind [Pub Name]"

• Pub history/values

• Meet the team

• What makes you special

• Customer testimonials

Email 3: The Tour (Day 7)

Subject: "Have you tried our famous [signature dish]?"

• Menu highlights

• Hidden gems

• Dietary options

• Booking links

2. The Weekly Newsletter

Your consistent connection:

The Tuesday Teaser

Subject: "This week at The [Pub Name]"

• This week's events

• Special offers

• New menu items

• Community news

• One-click bookings

Content Mix:

• 40% upcoming events

• 30% food/drink features

• 20% community content

• 10% special offers

3. Targeted Campaigns

The Birthday Blast

Subject: "🎉 It's your birthday month, [Name]!"

• Personal message

• Free bottle of wine

• Book birthday parties

• Exclusive birthday menu

The Win-Back Campaign

Subject: "We miss you at The [Pub Name]"

• Acknowledge absence

• What's new

• Exclusive comeback offer

• No guilt, just invitation

The VIP Early Access

Subject: "You're invited before everyone else"

• Event pre-launch

• Early bird pricing

• Limited availability

• Exclusive perks

4. Automated Triggers

The Day-After Email

Triggered by: POS transaction

Subject: "Thanks for visiting yesterday!"

• Appreciation message

• Feedback request

• Next visit incentive

• Share encouragement

The Weather Watcher

Triggered by: Weather forecast

Subject: "Rainy day comfort food special"

• Weather-appropriate offers

• Cozy atmosphere reminder

• Indoor event highlights

• Comfort menu features

a typical neighborhood pub Event Capitalizer

Triggered by: Area events

Subject: "Match day menu now available"

• Event-specific offers

• Booking reminders

• Transport/parking tips

• Group booking deals

Writing Emails People Actually Read

Subject Line Formulas That Work

Curiosity Gap:

• "The secret menu item everyone's talking about"

• "Why Tuesday nights just got interesting"

• "You're not going to believe what happened last night"

Urgency/Scarcity:

• "Only 3 Sunday roast slots left"

• "Tonight only: Half-price cocktails"

• "Last chance for Christmas bookings"

Personal Touch:

• "[Name], your table is waiting"

• "Happy birthday month, [Name]!"

• "Miss seeing you, [Name]"

Value Clear:

• "Free dessert inside 🍰"

• "Your exclusive 25% off code"

• "Early access: New menu launch"

Email Copy Best Practices

The Preview Text Hack:

Use preview text as subject line extension:

Subject: "New autumn menu launched"

Preview: "...and we're giving you 20% off to try it"

The Scannable Structure:

• Bold key points

• Bullet main offers

• Single column layout

• One clear CTA per section

• Mobile-optimized images

The Conversational Tone:

Write like you talk:

• "Hey Sarah" not "Dear Valued Customer"

• "Fancy a pint?" not "We invite you to visit"

• "See you Friday?" not "We hope to see you soon"

Visual Elements That Convert

Hero Image Rules:

• Show atmosphere, not empty rooms

• Feature happy customers

• Highlight signature items

• Include subtle branding

• Optimize for mobile

The CTA Button Formula:

• Contrasting colors

• Action-oriented text

• Above the fold

• Repeated strategically

• Mobile-friendly size

Button Text That Works:

• "Book Your Table" > "Click Here"

• "Claim Your Drink" > "Learn More"

• "See Tonight's Menu" > "View Details"

Segmentation Strategies

Basic Segments That Matter

Visit Frequency:

• Weekly regulars: Insider content

• Monthly visitors: Event focus

• Occasional guests: Win-back offers

• First-timers: Welcome series

Spend Levels:

• Big spenders: VIP perks

• Average orders: Upsell opportunities

• Small purchases: Value offers

Interests:

• Quiz enthusiasts

• Live music lovers

• Sunday roast families

• Sports viewers

• Dog owners

Advanced Segmentation

Behavioral Triggers:

• Opened last 3 emails: Engaged content

• Clicked food content: Menu updates

• Booked via email: Priority access

• Shared content: Referral rewards

Lifecycle Stages:

• New subscribers: Education

• Active customers: Loyalty building

• At-risk: Re-engagement

• Lost: Win-back campaigns

Automation That Scales

Essential Email Automations

1. Welcome Series

Trigger: New subscription

Emails: 3-5 over 2 weeks

Goal: First visit/return visit

2. Birthday Campaign

Trigger: Birth month

Emails: 2 (start and mid-month)

Goal: Birthday booking

3. Post-Visit Follow-Up

Trigger: Transaction

Emails: 1-2 within week

Goal: Feedback and return

4. Win-Back Series

Trigger: 60 days no visit

Emails: 3 over month

Goal: Re-engagement

5. VIP Recognition

Trigger: Spend/visit threshold

Emails: Ongoing perks

Goal: Retention

Automation Platform Options

Budget-Friendly:

• Mailchimp: Great starter option

• MailerLite: Excellent automation

• Sendinblue: Good all-rounder

Advanced Options:

• Klaviyo: E-commerce focused

• ActiveCampaign: Powerful automation

• HubSpot: Full CRM integration

Measuring Success

KPIs That Matter

List Health:

• Growth rate (aim for 5-10% monthly)

• Unsubscribe rate (keep under 1%)

• Engagement rate (20%+ is good)

• List hygiene (clean quarterly)

Campaign Performance:

• Open rate by segment

• Click-through rate

• Conversion to bookings

• Revenue per email

Business Impact:

• Email-driven visits

• Average order value

• Customer lifetime value

• ROI per campaign

A/B Testing Ideas

Test Everything:

• Subject lines

• Send times

• From names

• CTA buttons

• Content length

• Image vs. text

• Offers types

• Urgency levels

Common Email Marketing Mistakes

The "Batch and Blast" Approach

Sending same message to everyone. Solution: Segment ruthlessly.

The "Desert Storm" Schedule

Nothing for months, then daily emails. Solution: Consistent weekly rhythm.

The "Me, Me, Me" Content

Only talking about your pub. Solution: 80% value, 20% promotion.

The "Set and Forget" Automation

Never updating automated emails. Solution: Monthly reviews and updates.

The "Mobile Afterthought"

Designing for desktop only. Solution: Mobile-first design always.

Your 90-Day Email Success Plan

Days 1-30: Foundation

• Choose email platform

• Create sign-up incentive

• Design welcome series

• Install collection methods

• Train staff on sign-ups

Days 31-60: Growth

• Launch weekly newsletter

• Set up automations

• Create segments

• Design templates

• A/B test everything

Days 61-90: Optimization

• Analyze performance

• Refine segments

• Expand automation

• Survey subscribers

• Scale winning tactics

Real Results from Real Pubs

a typical traditional pub, Brighton:

Built 4,000-subscriber list using WiFi sign-ups. Tuesday email drives 70% of midweek bookings. ROI: 4,200%.

The Brewery Tap, Leeds:

Birthday automation generates £15,000 annually. 68% of birthday vouchers redeemed with average spend of £85.

The Village Inn, Cotswolds:

Weather-triggered emails fill quiet rainy days. Automated "cozy comfort food" emails when rain forecast. 40% open rate, 15% conversion.

Email Templates That Convert

The Tuesday Teaser Template

Subject: This week's lineup at The \[Pub Name\] 🍺

Hi \[Name\],

Ready for another great week? Here's what we've got cooking:

🎵 WEDNESDAY: Live acoustic with Tom Davies (8pm)

🧠 THURSDAY: Quiz night - £100 jackpot rolled over!

🍖 FRIDAY: New loaded fries menu launches

🎸 SATURDAY: The Revivals rock the house (9pm)

🥘 SUNDAY: Roasts from noon (booking essential)

This Week's Special:

Show this email for 2-for-1 on our new sharing platters

Valid Tuesday-Thursday

\[BOOK YOUR TABLE\]

See you soon!

The Team at \[Pub Name\]

P.S. Reply to this email with any special requests - we read every one!

Your Email Marketing Future

Email marketing isn't just another channel – it's your direct line to customers who've already chosen you once. While competitors fight for attention on social media, you're landing directly in the inboxes of people who want to hear from you.

Start small. Collect 10 emails this week. Send your first campaign. Watch what happens when you give customers a reason to return.

Your regulars are waiting to be created. Your database is waiting to be built. Your revenue is waiting to grow.

The only question is: what are you waiting for?

Email Marketing Resources

Tools & Platforms:

• Email design: Canva, BEE

• List cleaning: NeverBounce

• Analytics: Google Analytics

• QR generators: QR Code Monkey

• Survey tools: Typeform

Learning Resources:

• Email Marketing Rules (book)

• Really Good Emails (examples)

• Litmus (testing tool)

• Email on Acid (rendering)

Related Resources

• [The Complete Social Media Strategy Guide for Pubs](/blog/social-media-strategy-for-pubs)

• [Local Pub Marketing: The Complete Guide](/blog/local-pub-marketing)

• [Fill Empty Tables: Strategic Capacity Management](/blog/fill-empty-pub-tables)

• [Why Is My Pub Empty? A Diagnostic Guide](/blog/why-is-my-pub-empty)

Want our complete email marketing toolkit? Download "52 Weeks of Pub Email Templates" – a full year of proven emails you can customize and send. Never stare at a blank screen again.

Frequently Asked Questions

How quickly will I see results?

Most strategies show initial results within 2-4 weeks. Quiz nights attract regulars immediately, social media engagement grows within days, and operational improvements like GP optimization show impact in the first month. Full transformation typically takes 3-6 months of consistent implementation.

How much will this cost to implement?

Implementation costs vary by strategy. Many improvements like social media optimization and operational changes cost nothing beyond time. Events may require £50-200 initial investment. Professional support is available at £62.50 per hour plus VAT.

Can this work for my type of pub?

Yes, these strategies are proven across wet-led, food-led, and hybrid pubs. The key is adapting the approach to your specific circumstances, customer base, and local market. All strategies come from real-world success at The Anchor.

Do you offer payment plans?

Yes, payment plans are available to help with cash flow. Services are charged at £62.50 per hour plus VAT. Contact us to discuss a payment arrangement that works for your business.

Do you offer payment plans?

Yes, payment plans are available to help with cash flow. Services are charged at £62.50 per hour plus VAT. Contact us to discuss a payment arrangement that works for your business.