It is easy to feel successful when an Instagram account passes ten thousand followers. It is also easy to forget that those followers live on someone else's platform, shown or hidden according to rules that change without warning. A post that reached thousands last year may reach a few hundred today, and an account can be restricted overnight.
An email list works differently. When someone gives you their address, you have a direct line to a person who has said they want to hear from you. It is quieter than social media, and far more dependable.
Why email still matters
- You own it. You can take your list with you if you change tools.
- It reaches people on purpose. There is no algorithm deciding who sees your message.
- It suits the way people book. Guests often decide on a trip weeks or months ahead, and a well-timed message can land at exactly the right moment.
- It rewards loyalty. Returning guests and regular customers are the most valuable ones you have, and email is the simplest way to stay in touch with them.
Collect addresses honestly
The best sign-ups come from people who actually want something. A few places to ask:
- A simple form on your website, with a clear promise of what they will receive
- A friendly message after a stay or a meal, with a link or a QR code on the receipt, table or key card
- Your Instagram bio and stories, pointing to the sign-up page
- Your booking and enquiry forms, with a clearly optional checkbox
Always ask permission, say what you will send and how often, and make it easy to unsubscribe. Never buy a list. Bought addresses bring complaints and poor results, and they harm your reputation as a sender.
Send things worth opening
If every email is a discount, people stop reading. Mix useful and generous content with the occasional offer:
- What is new, seasonal or changing at your place
- Short guides to the area written from real local knowledge
- A look behind the scenes at your team, your kitchen or your garden
- A thank-you and a gentle invitation to come back, for past guests
- Early access to dates or events for subscribers
Write like a person. A short, warm message in a consistent voice does far more than a glossy newsletter that nobody enjoys writing.
Start simple, stay consistent
Send a welcome email as soon as someone signs up, and then a regular rhythm that you can keep: monthly is plenty for many businesses. Consistency matters more than volume. It is better to send one good email a month for a year than ten in a burst and then silence.
Look after people's data
Treat addresses with care. Store them in a reputable tool, collect only what you need, and respect unsubscribes straight away. It protects your guests, and it keeps your emails reaching their inboxes.
What to measure
Watch how many people open and click, how many reply, and above all how many bookings or enquiries follow. Over time, you will learn which kinds of messages your audience values.
An email list does not replace social media, and the two work well together: social is where people discover you, and email is where the relationship deepens. Our digital marketing work includes setting up the sign-ups, the welcome message and the rhythm. If you would like to start, say hello.