If you’ve ever wondered whether email marketing is worth the effort for a small B&B, here’s a brilliant real-world example.

My friends Clare and Dave, who run The School House B&B just over the hill from us, emailed their list this week with a February offer.

They run this offer every year because it brings in some money before Christmas, helps them ease back into things after reopening in February, and often leads to more bookings later in the season. This time was no different. By the time they went to bed, they’d had 14 bookings — including five guests who booked three or four nights instead of just two. Most were repeat guests.

Clare told me they always remember the advice I gave them on the course — that your email list is one of your most valuable audiences. Their results this week are a perfect example of why email still works so well for bed and breakfasts.

They were more than happy for me to share their story here, in the hope it helps other B&B owners. Thank you, Clare and Dave!

What Was in Their Newsletter?

Here’s the best part: it wasn’t a big, flashy marketing email.

They simply shared:

• A special February offer: “Stay two nights for £130 – one night free”
• A reminder that the offer was exclusive to their mailing list before going public
• Two local ideas for guests:
  • visiting Shrewsbury Indoor Market and Flaxmill Maltings
  • a winter walk at Croft Castle
• A link to their new blog on Shropshire hill walks
• Discounted gift vouchers
• A guest review for social proof

It was warm, useful, easy to read, and very “Clare and Dave.” Which is exactly what newsletters should be.

And it worked.

Why Email Marketing Works So Well for Bed and Breakfasts

Email marketing for bed and breakfasts is incredibly powerful because:

• it reaches people who already know you
• you’re not relying on social media algorithms
• past guests are the most likely people to book again
• you can fill quieter months with one well-timed message
• your voice and personality come through clearly

When a guest receives a friendly email from a B&B they’ve stayed in before, it feels personal. Much more personal than a social media post buried in a busy feed.

What Makes a B&B Newsletter Effective?

1. A clear reason for emailing

An offer, a seasonal update, or a useful idea for guests.

2. One main call-to-action

“Book Your Stay”
“Use code Feb2026”
“Read our new blog”

3. Friendly, human writing

Your voice, not marketing jargon.

4. Useful content

Local tips, inspiration, and things that help guests plan a stay.

5. Regular contact

Once a month is about right.

6. Using an email system

MailerLite, Mailchimp, or another proper provider.
Not your personal inbox.

What You Can Learn from Clare and Dave’s Example

Clare and Dave have built up their newsletter list gradually over the years and kept in touch with their guests consistently. That steady contact means their subscribers feel connected to them and enjoy hearing what’s going on at the B&B. It’s a big part of why their February offer worked so well. But it’s never too late to start. Even a small list — and even your very first email — can bring bookings if you write in a friendly way and stay in touch regularly.

Their emails work because they feel personal and helpful. They share local tips, practical ideas, and seasonal suggestions guests can actually use. They make their list feel a bit “exclusive” by offering early access to deals. And because they stay in touch between visits, guests remember them when it’s time to plan a break.

One email → Fourteen bookings → A full February.

What to Write in Your Own B&B Newsletter

If you’re unsure what to write, start with the kind of things you’d chat about with a guest over breakfast. Simple updates work well — a walk you’ve enjoyed, something new on the breakfast menu, a new recipe you've developed, or a small change you’ve made in the rooms. You’re just staying in touch, not writing an essay.

Using tools like ChatGPT can help when you’re stuck for ideas or want a bit of structure. It’s handy for brainstorming prompts or local themes you might not have thought of. But don’t just copy and paste — the magic comes from blending the ideas with your own stories. ChatGPT might suggest a walk in the Shropshire Hills, but only you can add the bit about being in thick valley fog on a winter’s day, heading up to Clee, and suddenly finding yourself above a stunning cloud inversion.

You can even use it to plan your whole year of newsletters. A more detailed prompt works well, for example:

“Give me 12 newsletter ideas for the year for a rural, dog-friendly B&B in the Shropshire Hills. My guests enjoy walking, visiting market towns, and eating at local pubs.”

It will give you a good starting list, and then you can add your personality, local knowledge, and the small details your guests love.

If you want quick ideas to include, here are a few easy topics:

• seasonal things to do
• a new recipe on your blog
• new breakfast dishes you’re trying
• room updates or small refurbishments
• walks you’ve enjoyed recently
• behind-the-scenes snippets
• a gentle reminder to book direct
• an exclusive offer for your email list

Short and friendly is all you need.

How to Grow Your B&B Email List

You don’t need complicated systems. A few small steps make a big difference:

• add a sign-up form to your website
• include a tick-box on your booking form
• offer a simple downloadable guide (e.g. “10 Things to Do in [Your Area]”)
• mention your newsletter when chatting to guests
• add a line and QR code to your guest room folders or a postcard you hand them when they leave

Just make sure everything you do is GDPR-compliant.

Why You Should Use an Email Marketing Service

It’s important to send your newsletters through a proper email marketing platform such as MailerLite or Mailchimp. They help you:

• stay GDPR-compliant
• collect consent correctly — just because someone has booked a night or stayed with you does not give you permission to send them marketing emails
• manage unsubscribes automatically
• store subscriber data safely
• avoid sending bulk emails from your personal inbox
• improve the chances of your emails reaching the inbox rather than spam

Using an EMS also helps you track which emails are opened and what people click on, which makes it easier to see what your guests enjoy.

How Often to Email

Once a month is a good rule of thumb — it keeps you on their radar without becoming annoying. You can always increase the frequency around busy times. And if you’re short on time, even a quick seasonal update every 6–8 weeks is better than complete silence.

It’s totally normal to worry about bothering people. But remember — if someone has signed up for your emails, they’ve done so because they want to hear from you. As long as you’re sending useful, relevant updates and making it easy to unsubscribe, you’re doing it right.

If someone does unsubscribe, that’s OK. It doesn’t mean they’re not your ideal guest. They might just not be in the right place to hear from you right now. Focus on the people who are still keen to hear from you.

The best approach? Be consistent, be yourself, and make it useful. That’s how you build trust — and a list of guests who genuinely want to stay.

Should You Start Email Marketing for Your B&B?

Email marketing is one of the simplest ways to stay connected with the people who already know and like you. You don’t need a huge list or complicated tech. A small number of past guests, a friendly tone, and regular contact are often enough to bring people back.

Clare and Dave’s results are a good reminder that email still works. They’ve grown their list steadily and kept in touch consistently, but it’s never too late to start. Even your very first email can lead to bookings if you share useful things and write as yourself.

Your email list becomes more valuable every year. It keeps you visible, helps fill quieter months, and builds relationships in a way social media can’t.

Want Help with Running Your B&B?

If you’re planning to open a B&B or update what you already offer, my Complete Bed and Breakfast Course takes you through everything you need to run a successful B&B — from planning and pricing to day-to-day operations, guest experience, legal requirements, and a section on marketing.

If you’re right at the beginning and still deciding whether a B&B is the right move, my First Steps Workshop will help you work it out without the overwhelm.

And if you’re already committed and want to get your numbers, ideas, and strategy properly organised, my Business Planning Workshop will help you build a clear plan for your B&B and understand what’s realistic for your area.