Guide · restaurant email marketing

Restaurant email marketing: a UK calendar and ready-to-use copy

What to send the guests who asked to hear from you, and when to send it. A 12-month calendar for England, Wales, Scotland and Northern Ireland, with emails, social posts and Google posts you can copy, adapt and send from your own Mailchimp.

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A guide for TableTango owners. Dates checked 31 October 2026. Mailchimp changes its plans often, so check the details on Mailchimp's own pricing page before you choose one.

In short

Email only the guests who ticked the box for your news and offers. TableTango adds them to your Mailchimp for you.
About 2 emails a month works well, and it fits Mailchimp's no-cost tier.
Put your newsletter booking link in every email. Bookings from it then show as "Your emails" in Insights.
Copy the text below, swap in your own details where you see [square brackets], and send it from Mailchimp. TableTango never sends marketing for you.

Send next

Now: Christmas Day and New Year's Eve menus (S1) by Fri 6 Nov.
Then: Christmas party dates still free (S2, version B) by Thu 12 Nov.
Scotland: St Andrew's Day (S6) by Mon 9 Nov.

Getting set up

Guest marketing is included in your TableTango plan at no extra cost and switched on on request. Once it's on, connect your own Mailchimp account in Settings → Guest marketing.

Which Mailchimp plan suits you

Mailchimp's no-cost tier suits most independent venues starting out: about 2 emails a month to fewer than 250 people. As of 31 October 2026 it includes:

up to 250 contacts. Subscribed, unsubscribed and non-subscribed contacts all count. Archived, cleaned and deleted contacts don't;
500 emails a month, and no more than 250 in one day;
one audience, one login and Mailchimp's basic templates;
no scheduling, so you press Send yourself, and no automations beyond a preview;
a Mailchimp "Referral" badge at the bottom of every email.

If you go over 250 contacts on the no-cost tier, Mailchimp holds your sends, including test sends, until you upgrade or get back under 250 (archiving unsubscribed contacts helps).

A paid Mailchimp plan makes sense when:

your list is heading past 250 contacts;
you want to send more than about 2 emails a month;
you want to schedule emails ahead (for example, to go out on Tuesday morning while you're at the market);
you'd rather not show Mailchimp's badge.

Paid plans bill you for going over your contact limit instead of stopping your sends. Mailchimp bills you directly for its plans; TableTango's £29.99 plan doesn't change.

Check for a welcome email before you connect. Some Mailchimp plans and accounts send a welcome email automatically when someone joins your audience. If yours does, the guests TableTango adds will get it too, possibly weeks or months after they booked. Before you connect, open Automations in Mailchimp. Make sure any welcome email reads well for someone who opted in while booking a table, or switch it off. TableTango's confirm screen reminds you of this.

Health checks (10 minutes, once)

Set your footer address. Mailchimp requires a postal address at the bottom of every email. A PO box is allowed if you'd rather not show the venue address.
Send from your own domain, for example hello@yourvenue.co.uk, rather than a Gmail, Hotmail or other free address. Gmail, Hotmail and other free addresses can't be verified in Mailchimp, so Mailchimp sends from a mailchimpapp.com address instead (for example yourname.gmail.com@send.mailchimpapp.com). Replies still reach you, but the email looks less like it's from you and can still have delivery problems. Mailchimp's Domains page walks you through verifying your own domain. Whoever runs your website or email can help if you get stuck.
Expect the badge. On the no-cost tier, every email carries Mailchimp's Referral badge. That's normal.
Archive unsubscribed contacts to stay under 250. Archived contacts don't count towards the limit and stay marked as unsubscribed. Archive them rather than permanently deleting them.

The rules

Opted-in guests only. TableTango adds guests who ticked the email news and offers box on your booking page. Each one comes with the date they agreed and a "TableTango" tag.
Never upload old lists: no spreadsheets, no old booking books, no business cards. Don't email them to ask for permission either, because that email counts as marketing too.
Keep Mailchimp's unsubscribe link and footer in every email. Don't delete them from the template.
Honour every "no thanks". If a guest asks you in person, by phone or by email to stop, unsubscribe them in Mailchimp straight away. While you're connected, TableTango syncs unsubscribes both ways. An unsubscribe in Mailchimp is recorded in TableTango, and an unsubscribe recorded in TableTango unsubscribes the guest in Mailchimp if TableTango added or tagged them there. If you disconnect, keep the two in step yourself.
Keep offers out of booking confirmations and reminders. Those are service emails. Offers belong in your Mailchimp emails.
Never offer a reward for a review, and don't ask only happy guests for one.
Discounts go to opted-in guests by email. That includes "we miss you" offers to guests who haven't been in for a while. If you post an offer on social media or Google, it's open to everyone, so only post offers you're happy for anyone to claim.
Contacts already in your Mailchimp from before TableTango are your responsibility. The same rules apply to them.

Use your newsletter booking link

Go to Settings → Guest marketing and tap Copy my newsletter booking link. Use that link for every button and link in your emails. Bookings made through it show as "Your emails" in Insights and as "Bookings from your emails" in your owner report, so you can see what each email brought in. Opens and clicks in Mailchimp are a rough guide only. Apple Mail marks many emails as opened automatically, so bookings are the number to watch.

Social media and Google: tag your booking link

Your booking link is tabletango.co.uk/r/[your-venue]. Add a tag to the end so Insights can tell you where each booking came from:

Instagram: tabletango.co.uk/r/[your-venue]?via=instagram
Facebook: tabletango.co.uk/r/[your-venue]?via=facebook
Google Business Profile: tabletango.co.uk/r/[your-venue]?via=google

If the link already contains a ?, use &via= instead of ?via=. Instagram captions can't hold a clickable link, so put the ?via=instagram link in your bio and write "link in bio". On Google Business Profile, put the ?via=google link in your profile's booking (Reservations) link, and choose the Book button with the same link on each post.

Let Ask TableTango draft one

On the AI insights tab, ask Ask TableTango for a draft, for example "Write my Mothering Sunday email". It uses your booking page's details: opening hours, special and closed dates, upcoming events and your menu names. It doesn't know your dishes or most prices, so it leaves [placeholders] for you to fill in. Check every price, date and dish before you send it. A draft is a starting point, not a finished email.

Inviting back one guest at a time

For a handful of guests you'd like to see again, use the personal invite-back template in Win-back. It opens in your own email app, so it reads as a note from you rather than a newsletter. Send it only to guests who agreed to hear from you. Keep the line that tells them how to opt out. A personal email inviting someone back still counts as marketing. If they reply asking you to stop, record it in TableTango straight away: open their guest record in Guests and choose Record an unsubscribe request under News and offers.

A 12-month UK calendar: November 2026 to October 2027

How to read it

Email by is the latest sensible day to send: about 3 to 4 weeks before the occasion.
Reminder is a short second email 5 to 7 days before, for occasions that matter to you. It counts towards your 2 a month.
Christmas party bookings start much earlier: send the first email in August.
You don't need every row. Choose the occasions that fit your venue and your nation. When two fall close together, put both in one email (for example, St David's Day and Mothering Sunday).
School holidays vary by council (and by Education Authority in Northern Ireland). Check your local dates before you write a family email.
The copy kit codes (S1–S12, Y1–Y8) refer to the copy kit below.

Month	Occasion	Where it matters	Date	Email by	Reminder	Copy kit
Nov 2026	Bonfire Night	Great Britain (biggest in England)	Thu 5 Nov 2026	Too late for an email. Post on social and Google on Mon 2 or Tue 3 Nov	n/a	Y2 if you're running a night
Nov 2026	Christmas Day, Boxing Day and New Year's Eve menus	UK-wide	Fri 25 Dec to Thu 31 Dec 2026	Now, by Fri 6 Nov	Tue 1 to Thu 10 Dec	S1
Nov 2026	Christmas parties 2026: dates still free	UK-wide	December 2026	Thu 12 Nov	Tue 24 Nov	S2 (version B)
Nov 2026	Black Friday (only if you sell gift vouchers)	UK-wide	Fri 27 Nov 2026	Tue 24 Nov	n/a	Y6
Nov 2026	St Andrew's Day (bank holiday in Scotland)	Scotland	Mon 30 Nov 2026	Mon 9 Nov	Tue 24 Nov	S6
Dec 2026	Small Business Saturday	UK-wide	Sat 5 Dec 2026	Social and Google post, Tue 1 to Thu 3 Dec	n/a	Y8
Dec 2026	Christmas Day; Boxing Day (bank holiday on Mon 28 Dec)	UK-wide	Fri 25 Dec; Sat 26 Dec 2026	Covered by S1	n/a	S1
Dec 2026	New Year's Eve / Hogmanay	UK-wide; Hogmanay in Scotland	Thu 31 Dec 2026	Covered by S1	Tue 22 Dec (if tables remain)	S1 or Y4
Jan 2027	New Year's Day (bank holiday); 2 January bank holiday on Mon 4 Jan in Scotland	UK-wide; Scotland	Fri 1 Jan; Mon 4 Jan 2027	Hours only, no email needed	n/a	n/a
Jan 2027	Dry January, Veganuary, beating the January blues	UK-wide	All of January 2027	Tue 29 to Thu 31 Dec 2026, or Tue 5 Jan	n/a	S3
Jan 2027	Burns Night	Scotland (and Scottish-themed nights anywhere)	Mon 25 Jan 2027	Tue 5 Jan	Tue 19 Jan	S4
Feb 2027	Valentine's Day (Valentine's weekend Fri 12 to Sun 14 Feb)	UK-wide	Sun 14 Feb 2027	Thu 21 Jan	Mon 8 Feb	S5
Feb 2027	Pancake Day (Shrove Tuesday)	UK-wide	Tue 9 Feb 2027	Social post on Mon 8 Feb	n/a	Social only
Feb 2027	February half term	UK-wide (dates vary by council)	Around w/c 15 Feb 2027	Tue 2 Feb	n/a	S12
Mar 2027	St David's Day	Wales	Mon 1 Mar 2027	Put it in the Mothering Sunday email (Thu 11 Feb)	Tue 23 Feb	S6
Mar 2027	St Piran's Day	Cornwall	Fri 5 Mar 2027	Put it in the Mothering Sunday email (Thu 11 Feb)	Fri 26 Feb	S6
Mar 2027	Mothering Sunday	UK-wide	Sun 7 Mar 2027	Thu 11 Feb (books up early)	Tue 2 Mar	S7
Mar 2027	St Patrick's Day (bank holiday in Northern Ireland)	Northern Ireland (marked widely elsewhere)	Wed 17 Mar 2027	Tue 23 Feb	Wed 10 Mar	S6
Mar 2027	Easter: Good Friday (bank holiday UK-wide), Easter Sunday, Easter Monday (bank holiday except in Scotland). Clocks go forward Sun 28 Mar	UK-wide	Fri 26 to Mon 29 Mar 2027	Thu 4 Mar	Fri 19 Mar	S8
Apr 2027	Easter school holidays	UK-wide (dates vary by council)	Around late Mar to mid Apr 2027	Covered by S8	n/a	S8 or S12
Apr 2027	St George's Day	England	Fri 23 Apr 2027	Thu 1 Apr	Fri 16 Apr	S6
May 2027	Early May bank holiday	UK-wide	Mon 3 May 2027	Tue 13 Apr	Tue 27 Apr	S9
May 2027	Spring bank holiday, plus May half term	UK-wide (half term varies)	Mon 31 May 2027	Tue 11 May	Tue 25 May	S9 or S12
Jun 2027	Father's Day	UK-wide	Sun 20 Jun 2027	Thu 27 May to Tue 1 Jun at the latest	Tue 15 Jun	S10
Jun 2027	Summer menu, terrace or garden opening	UK-wide	Your date	1 to 2 weeks before	n/a	Y1 or S11
Jun–Jul 2027	School summer holidays begin	Scotland: late June. Northern Ireland: around the start of July. England and Wales: around 21–23 July. All vary by council	Varies	2 to 3 weeks before your local date	n/a	S11
Jul 2027	Battle of the Boyne (bank holiday in Northern Ireland)	Northern Ireland	Mon 12 Jul 2027	Set your hours; not usually a marketing hook	n/a	n/a
Aug 2027	Summer bank holiday	Scotland	Mon 2 Aug 2027	Tue 13 Jul	Tue 27 Jul	S9
Aug 2027	Christmas parties 2027: first email	UK-wide	December 2027	Tue 10 to Thu 19 Aug	n/a	S2 (version A)
Aug 2027	Summer bank holiday	England, Wales, Northern Ireland	Mon 30 Aug 2027	Tue 3 Aug	Tue 24 Aug	S9
Sep 2027	Christmas parties 2027: follow-up	UK-wide	December 2027	Tue 14 to Thu 16 Sep	n/a	S2 (version B)
Sep–Oct 2027	Christmas Day and New Year's Eve 2027 menus	UK-wide	Dec 2027	Once your menus are set, late Sep to Oct	Next season	S1
Oct 2027	October half term	UK-wide (Scotland often mid-October; England and Wales around w/c 25 Oct; varies)	Varies	2 to 3 weeks before your local dates	n/a	S12
Oct 2027	Diwali (if it matters to your guests or your menu)	UK-wide, where relevant	Fri 29 Oct 2027	Thu 7 Oct	Fri 22 Oct	Y2
Oct 2027	Halloween. Clocks go back the same day	UK-wide (a big night in Northern Ireland)	Sun 31 Oct 2027	Tue 5 to Thu 7 Oct	Mon 25 Oct	S12

At a glance, by venue type

Wales: S1 now, January (S3), St David's Day in the Mothering Sunday email, Easter, bank holidays.
Cornwall: S1 now, St Piran's Day in the Mothering Sunday email, Easter and spring breaks, summer.
Scotland: St Andrew's Day, Hogmanay, Burns Night, the early summer holidays, the August bank holiday on 2 Aug.
Northern Ireland: St Patrick's Day, Halloween, the 12 July hours.
Event venues: guests who book event tickets aren't asked about email news yet, so if you only run events your list may be empty. Use the Instagram, Facebook and Google versions of Y2 and Y4 for each event. Once your list grows, use the email versions too, and S2 from August.

Copy kit

How to use it

Swap everything in [square brackets] for your own details. Never send an email with a bracket still in it.
Don't add prices, offers or dates you aren't sure of. Every price, "from £", menu item and deadline must be true when the email goes out.
Only say "last few" or "[X] left" when it's true on the day you send.
Emails: link to [your newsletter booking link] (Settings → Guest marketing).
Instagram: "link in bio", with the ?via=instagram link in your bio. Facebook: the ?via=facebook link. Google Business Profile: the ?via=google link in your profile's booking (Reservations) link, and the Book button with the same link on each post.
Google Business Profile posts must be under 1,500 characters. Don't put phone numbers in the post text, because Google may reject the post. Use the Book button instead.
Sign every email with your own name. Guests read emails from a person.

Seasonal

S1. Christmas Day and New Year's Eve menus

Subject: "Christmas Day at [Venue]: the menu is here" / "Where will you be on Christmas Day?"
Preview text: Christmas Day, Boxing Day and New Year's Eve: menus and booking are open.
Body:
Hello,
Our festive menus are ready, and we'd love to cook for you this year.
Christmas Day: [number] courses for £[price] per person, served [times].
Boxing Day: [what you're doing].
New Year's Eve: [menu / event details, price].
[One line about a dish you're proud of, e.g. "The [dish] is back, with [detail]."]
[Deposit or pre-order details, if you take them.] Book online any time. If you have dietary needs, add a note when you book and we'll take care of it.
[Your name], [Venue]
Button: See the menus and book
Instagram / Facebook: "Christmas Day, Boxing Day and New Year's Eve at [Venue] 🎄 [Number] courses, [one dish]. Menus and booking: link in bio." (Facebook: put the link in place of "link in bio".)
Google Business Profile post: "Our Christmas Day, Boxing Day and New Year's Eve menus are now available. Christmas Day: [number] courses for £[price] per person, served [times]. New Year's Eve: [details]. Tap Book to reserve. Let us know about dietary needs in the booking notes."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

S2. Christmas and festive parties

Version A for August, version B for the follow-up in September and November.

Subject: A: "Planning the team Christmas do? Start here" · B: "Christmas parties: [X] dates still free in December"
Preview text: Festive menus for groups of [X] to [Y], plus a quick way to hold your date.
Body:
Hello,
If you're the one organising this year's Christmas get-together, we can help.
Our festive party menu is £[price] per person for [number] courses, for groups of [X] to [Y]. [Private room / whole venue hire for up to [X] guests, if you offer it.]
[Version B: "We still have these dates free: [dates]."]
Book online for groups up to [X]. For bigger parties, reply to this email and we'll sort the details with you. [Deposit terms, if any.]
[Your name], [Venue]
Button: Check dates and book
Instagram / Facebook: "Christmas party sorted ✔ Festive menus for groups of [X] to [Y] at [Venue], from £[price] per person. Dates and booking: link in bio."
Google Business Profile post: "Christmas party bookings for [year] are open. Festive menu: [number] courses, £[price] per person, for groups of [X] to [Y]. [Private room details.] Tap Book to check dates, or send us a message for larger groups."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

S3. January: Dry January, Veganuary and the January blues

Subject: "A brighter January at [Venue]" / "New year, new [dish/menu]: here's what's on"
Preview text: [Alcohol-free drinks / plant-based dishes / midweek menu] all month.
Body:
Hello, and happy new year.
January can feel long, so here's something to look forward to.
[Pick what's true for you:]
- Dry January: [alcohol-free drinks you serve].
- Veganuary: [plant-based dishes on the menu].
- Midweek: [your January menu or offer, with price and days, e.g. "2 courses for £[price], [days]"].
[Any January closure dates.] We'd love to see you.
[Your name], [Venue]
Button: Book a January table
Instagram / Facebook: "January at [Venue]: [alcohol-free drinks / plant-based dishes / midweek menu]. Come in from the cold. Link in bio."
Google Business Profile post: "This January we're serving [alcohol-free drinks / plant-based dishes / a midweek menu: details and price]. Open [days and times]. [Closure dates, if any.] Tap Book for a table."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

S4. Burns Night (Mon 25 Jan 2027)

Subject: "Burns Night at [Venue]: Monday 25 January" / "Haggis, neeps and a dram: Burns Night is booking"
Preview text: [Supper / menu / piper / readings] on Monday 25 January.
Body:
Hello,
We're marking Burns Night on Monday 25 January with [describe: a Burns supper / a special menu / readings / a piper].
The menu: [courses, e.g. cock-a-leekie, haggis, neeps and tatties, cranachan], £[price] per person. [Vegetarian haggis available, if true.]
[Start time / sittings.] Tables for Burns Night usually go [early / quickly], so book when you can. [Use this line only if it's true for you.]
[Your name], [Venue]
Button: Book for Burns Night
Instagram / Facebook: "Burns Night, Monday 25 January 🥃 [Menu highlights] at [Venue], £[price]. Link in bio to book."
Google Business Profile post: "Join us for Burns Night on Monday 25 January. [Menu and details], £[price] per person, from [time]. [Vegetarian option.] Tap Book to reserve your table."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

S5. Valentine's Day (Sun 14 Feb 2027)

Subject: "Valentine's weekend at [Venue]: Fri 12 to Sun 14 Feb" / "A table for two this Valentine's?"
Preview text: [Menu / sittings] across Valentine's weekend.
Body:
Hello,
Valentine's Day is on a Sunday this year, so we're serving our [Valentine's menu / usual menu with specials] all weekend, Friday 12 to Sunday 14 February.
[Menu details and price, e.g. "[number] courses for £[price] per person".]
[Sittings / times.] [If it fits your venue: "Not just for couples: bring [friends / family] too."]
Add a note when you book if it's a special occasion and we'll do our best to make it feel like one.
[Your name], [Venue]
Button: Book Valentine's weekend
Instagram / Facebook: "Valentine's weekend at [Venue], Fri 12 to Sun 14 Feb ❤️ [Menu highlight]. Book: link in bio."
Google Business Profile post: "Valentine's weekend, Friday 12 to Sunday 14 February. [Menu details], £[price] per person. Tap Book and add a note if it's a special occasion."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

S6. National and saint's days

One entry with a line for each day. Use the one for your nation.

St Andrew's Day, Mon 30 Nov 2026 (Scotland)
St David's Day, Mon 1 Mar 2027 (Wales)
St Piran's Day, Fri 5 Mar 2027 (Cornwall)
St Patrick's Day, Wed 17 Mar 2027 (Northern Ireland)
St George's Day, Fri 23 Apr 2027 (England)

Subject: "[Day] at [Venue]: [date]" / "Celebrate [Day] with [local dish / special]"
Preview text: [Special dish / menu / music] on [weekday date].
Body:
Hello,
We're celebrating [Day] on [weekday date] with [describe: a special menu / a local dish / live music / local producers].
[Details, e.g. "[Dish] made with [local ingredient] from [supplier]", price.]
[Times.] It's a good excuse to get friends or family round the table. [If true: "We'll be serving our usual menu alongside it."]
[If you're putting it in another email: "And don't forget Mothering Sunday on 7 March: see below."]
[Your name], [Venue]
Button: Book for [Day]
Instagram / Facebook: "Happy [Day]! [Special / dish] at [Venue] on [date]. Link in bio to book."
Google Business Profile post: "We're marking [Day] on [weekday date] with [details]. Served [times]. Tap Book to reserve."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

S7. Mothering Sunday (Sun 7 Mar 2027)

Subject: "Mum deserves a long lunch: Mothering Sunday, 7 March" / "Mothering Sunday at [Venue] is booking now"
Preview text: [Menu / sittings] on Sunday 7 March.
Body:
Hello,
Mothering Sunday is on 7 March, and we'd love to look after your family that day.
Our menu: [number] courses for £[price] per person [children's menu £[price], if offered].
Sittings: [times].
[Something small and true, e.g. "Every mum gets [a treat you actually give]".] [Deposit or pre-order details, if any.]
Booking for a big family? Pop a note in your booking so we can seat you together.
[Your name], [Venue]
Button: Book Mothering Sunday
Instagram / Facebook: "Mothering Sunday, 7 March 💐 [Menu highlight] at [Venue]. Sittings at [times]. Link in bio."
Google Business Profile post: "Treat Mum on Mothering Sunday, 7 March. [Number] courses for £[price] per person, sittings at [times]. [Children's menu.] Tap Book to choose your time."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

S8. Easter (Fri 26 to Mon 29 Mar 2027)

Subject: "Easter weekend tables are open" / "Easter at [Venue]: Good Friday to Easter Monday"
Preview text: Opening hours and [specials] for the long weekend.
Body:
Hello,
Easter is early this year, Friday 26 to Monday 29 March, and the clocks go forward on Easter Sunday.
Over the weekend: [Easter menu / Sunday lunch / specials and prices].
Opening hours: [Good Friday times, Saturday, Easter Sunday, Easter Monday].
[Family line, if true: "Children's menu at £[price]" / "Easter holiday lunches all week".]
Long weekends are busy for us, so if you know when you'd like to come, it's worth booking ahead. Add a note if you need a highchair or a quieter table.
[Your name], [Venue]
Button: Book for Easter
Instagram / Facebook: "Easter weekend at [Venue] 🐣 [Special]. Open [days]. Link in bio."
Google Business Profile post: "Easter weekend opening: Good Friday [times], Saturday [times], Easter Sunday [times], Easter Monday [times]. [Easter menu details.] Tap Book for a table."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

S9. Bank holiday weekends

Early May (Mon 3 May), spring (Mon 31 May), summer (Mon 2 Aug in Scotland; Mon 30 Aug in England, Wales and Northern Ireland).

Subject: "Long weekend? We're open" / "Bank holiday Monday at [Venue]"
Preview text: Hours and [what's on] for the bank holiday weekend.
Body:
Hello,
It's a long weekend, and here's what we're up to.
Open: [Saturday–Monday hours].
On: [Sunday lunch / BBQ / terrace / live music / special: details and price].
[One sentence of atmosphere, e.g. "If the sun shows up, the garden's open."]
Whether it's a lazy Sunday lunch or a catch-up with friends on the Monday, we'd love to see you. Booking online takes a minute, and you can add a note for anything we should know.
[Your name], [Venue]
Button: Book for the long weekend
Instagram / Facebook: "Bank holiday weekend at [Venue] ☀️ [What's on]. Open [hours]. Link in bio."
Google Business Profile post: "Bank holiday opening: [Saturday–Monday hours]. [What's on.] Tap Book to reserve."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

S10. Father's Day (Sun 20 Jun 2027)

Subject: "Treat Dad: Sunday 20 June" / "Father's Day at [Venue]"
Preview text: [Sunday lunch / menu / special] on Sunday 20 June.
Body:
Hello,
Father's Day is Sunday 20 June. Bring Dad, Grandad or whoever deserves a good lunch.
On the day: [menu / Sunday roast / special], £[price].
Times: [sittings / opening].
[Something true and small, e.g. "[Local beer] on tap" or "the garden will be open".]
Booking for the whole family? Add a note with your numbers and anything we should know, such as a highchair or a dietary need, and we'll have your table ready.
[Your name], [Venue]
Button: Book Father's Day
Instagram / Facebook: "Father's Day, Sunday 20 June 🍺 [Menu highlight] at [Venue]. Link in bio."
Google Business Profile post: "Father's Day is Sunday 20 June. We're serving [menu details], £[price], from [time]. Tap Book to reserve."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

S11. Summer: new season, terrace and school holidays

Subject: "Our summer menu starts [day]" / "Summer at [Venue]: [garden / terrace / long evenings]"
Preview text: [New dishes / outdoor tables / summer hours] from [date].
Body:
Hello,
Summer's here, and so is [our summer menu / the terrace / longer opening hours].
New: [2–3 dishes].
Hours: [summer hours].
[If you offer it: For families over the holidays: children's menu / early tables / activity.]
[Outdoor seating note, e.g. "Garden tables are first come, first served" or "Ask for the terrace in your booking note".]
[Your name], [Venue]
Button: Book a summer table
Instagram / Facebook: "Summer menu's here ☀️ [Dish], [dish] and [dish] at [Venue]. Link in bio."
Google Business Profile post: "Our summer menu starts [date]: [dishes]. Summer opening: [hours]. [Garden or terrace details.] Tap Book for a table."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

S12. Half term, Halloween and family days

February, May and October half terms, plus Halloween (Sun 31 Oct 2027).

Subject: "Half term at [Venue]: [what's on for families]" / "Halloween at [Venue]: [date]"
Preview text: [Children's menu / family lunch / spooky specials] from [date].
Body:
Hello,
It's [half term / Halloween], so we've [describe: a family lunch menu / earlier tables / pumpkin specials / fancy dress welcome].
Details: [days, times, children's menu price, any activity].
[Practical note, e.g. "Highchairs available, just add a note when you book."]
School holidays can be a long week, so let us do the cooking for one meal of it. Earlier tables tend to suit little ones best, so pick a time that works for yours.
[Your name], [Venue]
Button: Book a family table
Instagram / Facebook: "[Half term / Halloween] at [Venue] 🎃 [What's on]. Link in bio."
Google Business Profile post: "This [half term / Halloween] we're offering [details] on [dates and times]. [Children's menu price.] Tap Book to reserve."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

All year

Y1. New menu

Subject: "Our [season] menu is here, and [dish] is back" / "New on the menu at [Venue]"
Preview text: [Dish], [dish] and [dish], from [date].
Body:
Hello,
Our new [season] menu starts on [date], and we're excited about it.
A few highlights:
- [Dish]: [one line on what makes it good].
- [Dish]: [one line].
- [Dish]: [one line, e.g. local supplier].
[Prices, e.g. "Mains from £[price]", only if accurate.] [Any favourites that are staying, e.g. "Don't worry, [dish] is staying."]
Come and try it, and tell us what you think. We'd love to hear which dish you'd order again.
[Your name], [Venue]
Button: Book a table
Instagram / Facebook: "New menu from [date] 🍽️ Say hello to [dish]. Link in bio."
Google Business Profile post: "Our new [season] menu starts [date]. Highlights include [dish], [dish] and [dish]. Tap Book to try it."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

Y2. Events and ticketed nights

Subject: "[Event name] at [Venue]: [date]" / "You're invited: [event] on [date]"
Preview text: [One-line description], [time], £[price].
Body:
Hello,
We're hosting [event name] on [weekday date] at [time].
[Two sentences: what happens, who it's for, what's included, e.g. "[Number] courses paired with [drinks], with [host / musician]."]
Tickets: £[price] per person[, includes [what's included]]. [Number] places in total.
[Dietary note / age guidance / dress code, if relevant.]
You'll get a confirmation as soon as you book. Coming as a group? Book together so we can seat you side by side.
[Your name], [Venue]
Button: Get tickets
Instagram / Facebook: "[Event name] 🎉 [Date], [time]. [One-line hook]. £[price]. Tickets: link in bio."
Google Business Profile post: (use Google's Event post type with your dates) "[Event name] on [weekday date], [time]. [What happens and what's included.] Tickets £[price] per person. Tap Book to get yours."
Link: [your newsletter booking link], or your event's booking link with ?via=newsletter added · ?via=instagram / ?via=facebook / ?via=google

Y3. Quiet-night offer (midweek)

Send to opted-in guests by email. On social and Google, post the offer only if you're happy for anyone to claim it.

Subject: "[Day] treat: [offer] at [Venue]" / "Midweek at [Venue]: [what's on]"
Preview text: [Offer] on [days], [dates or "until [end date]"].
Body:
Hello,
Midweek is when we have the most time for you, so here's a reason to come in.
[Offer, e.g. "2 courses for £[price]"] on [days], [time window], until [end date].
[Terms in plain words, e.g. "Mention this email when you order. Not with other offers. Tables of up to [X]."]
It's a nice way to break up the week: dinner with a friend, a catch-up after work, or a night off from cooking. We'd love to see you.
[Your name], [Venue]
Button: Book a midweek table
Instagram / Facebook: "[Days] at [Venue]: [what's on / offer if public]. Link in bio."
Google Business Profile post: (Google's Offer post type, only if the offer is public) "[Offer] on [days], [times], until [end date]. [Terms.] Tap Book to reserve."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

Y4. Last few seats

Send only when it's true, and say how many seats are left.

Subject: "[X] seats left for [event / date]" / "A few tables left for [occasion]"
Preview text: [Event / date], [time]: [X] seats left as of [day].
Body:
Hello,
A quick note: we have [X] seats left for [event / date] at [time].
[One-line reminder of what it is and the price.]
[One line on why it's worth coming, e.g. "[Host] is cooking [dish] for one night".] If you'd been meaning to book, here's your nudge. If not, no worries, and we'll see you another time.
[Your name], [Venue]
Button: Grab a seat
Instagram / Facebook: "[X] seats left for [event], [date] 👀 Link in bio."
Google Business Profile post: "We have [X] seats left for [event / date] at [time]. [One-line description, price.] Tap Book to reserve."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

Y5. Private hire and functions

Birthdays, christenings, wakes, team days, and weddings if you host them.

Subject: "Planning a celebration? Have it at [Venue]" / "Private dining at [Venue] for [X] to [Y] guests"
Preview text: [Room / venue] for [X] to [Y] guests: menus, dates and how to enquire.
Body:
Hello,
Did you know you can have [the [room name] / the whole venue] for your own occasion?
We host [birthdays, anniversaries, christenings, team lunches, weddings, if you do them] for [X] to [Y] guests.
[What's included: set menus from £[price] per person, drinks packages, music, decorations.]
Reply to this email with your date and numbers and I'll come back to you [timeframe you can keep].
[Your name], [Venue]
Button: Ask about a date (link to your enquiry email or contact page; for smaller groups, your newsletter booking link)
Instagram / Facebook: "Your celebration, our [room / venue] 🥂 Private hire for [X] to [Y] guests at [Venue]. Message us to ask about dates."
Google Business Profile post: "Private hire at [Venue]: [room / whole venue] for [X] to [Y] guests. [Set menus from £[price] per person.] Send us a message through this profile with your date and numbers."
Link: [your newsletter booking link] for table bookings · enquiries by email or message

Y6. Gift vouchers (only if you sell them)

Subject: "A gift they'll actually use: [Venue] vouchers" / "Stuck for a present? We can help"
Preview text: [Voucher types / amounts] at [where to buy].
Body:
Hello,
Looking for a present? A [Venue] voucher means a meal out on their terms.
Vouchers: [amounts or experiences, e.g. "£[amount]" or "[named menu] for two"].
How to buy: [in person / your website / phone].
Valid for: [validity period and any terms].
[Last date for Christmas delivery or collection, if relevant.]
It works for birthdays, thank-yous and anyone who's hard to buy for, and they can book a table whenever suits them.
[Your name], [Venue]
Button: Buy a voucher (link to wherever you sell them)
Instagram / Facebook: "Stuck for a gift? [Venue] vouchers, [amounts]. Buy [in person / online]: link in bio."
Google Business Profile post: "Gift vouchers are available at [Venue]: [amounts / experiences]. Buy [in person / on our website]. Valid for [period]."
Link: your voucher page (TableTango doesn't sell vouchers)

Y7. "It's been a while"

This goes to your whole opted-in list. To invite back one guest at a time, use the personal invite-back template in Win-back instead.

Subject: "It's been a while, so here's what's new" / "We've missed you at [Venue]"
Preview text: [New dish / new hours / event] since you last visited.
Body:
Hello,
If it's been a while since you were in, here's what's changed:
- [New dish or menu]
- [New hours / new room / garden]
- [Upcoming event, with date]
[Optional, opted-in guests only: "As a thank-you for being on our list, [offer] on [days] until [date]."]
Life gets busy, we know. Whenever you're ready for a night off, your table's waiting, and we'd love to see you again.
[Your name], [Venue]
Button: Book a table
Instagram / Facebook: "Not been in for a while? Here's what's new at [Venue]: [new thing]. Link in bio."
Google Business Profile post: "What's new at [Venue]: [new dish / hours / event]. Tap Book to visit."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

Y8. Thank you, regulars: a first look

Gives your list a first look at an event or new menu before you post it on social media. Also suits Small Business Saturday (Sat 5 Dec 2026).

Subject: "For our regulars: first look at [event / menu]" / "Thank you, from all of us at [Venue]"
Preview text: You're hearing about [event / menu] before we post it anywhere else.
Body:
Hello,
A quick thank-you. Independent places like ours keep going because of guests like you.
So you're the first to hear: [event / new menu / new dates], [date]. Booking is open to you now, and we'll post it on social media on [date].
[Details, price.]
Thank you for every booking, every recommendation and every kind word. It means a lot to the whole team.
[Your name], [Venue]
Button: Book before everyone else
Instagram / Facebook (once your list has had its first look): "Thank you for supporting an independent 💛 [Event / menu] is now open to book. Link in bio."
Google Business Profile post: "Thank you to everyone who supports [Venue]. [Event / menu] is now open for booking: [details]. Tap Book to reserve."
Link: [your newsletter booking link] · ?via=instagram / ?via=facebook / ?via=google

How often and when to send

About 2 emails a month. On Mailchimp's no-cost tier, a list of 250 subscribed guests uses the whole 500-email monthly allowance in 2 sends, and each send uses that day's 250 limit. Mailchimp sends only to subscribed contacts, so smaller lists have more room, but 2 a month is also a pace guests tend to welcome.
Choose your occasions. When dates bunch up (March and August, for example), combine them in one email or skip the ones that matter less to your venue.
Send it yourself. The no-cost tier can't schedule, so press Send when you're ready.
When: Tuesday to Thursday mid-morning is a reasonable default. That's a rule of thumb, not research. For a weekend event, send early in the week before.
Before every send: send a test to yourself, tap every button, check for leftover [brackets], and make sure the footer address and unsubscribe link are there.
Afterwards: a few days later, look at "Your emails" in Insights and "Bookings from your emails" in your owner report. Bookings are the number that matters. Opens in Mailchimp are overstated.

Sources

Dates (checked 31 October 2026)

UK bank holidays for England and Wales, Scotland and Northern Ireland, 2026–2027 (St Andrew's Day, Boxing Day substitute, 2 January substitute, St Patrick's Day, Good Friday, Easter Monday, early May, spring, summer, Battle of the Boyne): https://www.gov.uk/bank-holidays
Clock changes, 28 March and 31 October 2027: https://www.gov.uk/when-do-the-clocks-change
Mothering Sunday 7 March 2027 (three weeks before Easter Sunday): https://days.to/when-is/mothers-day-uk
Easter Sunday 28 March 2027 and Shrove Tuesday 9 February 2027: worked out from Easter and confirmed against Good Friday (26 March) and Easter Monday (29 March) at https://www.gov.uk/bank-holidays
Father's Day 20 June 2027: https://www.officeholidays.com/holidays/united-kingdom/fathers-day and https://days.to/when-is/fathers-day/2027
Burns Night 25 January 2027: https://www.officeholidays.com/holidays/united-kingdom/scotland/burns-night
St Piran's Day 5 March 2027: https://en.wikipedia.org/wiki/St_Piran%27s_Day
Small Business Saturday 5 December 2026: https://smallbusinesssaturdayuk.com/
Diwali 29 October 2027 (set by the lunar calendar; local celebrations may fall on nearby dates, so check with your local temple or community): https://en.wikipedia.org/wiki/Diwali
Fixed dates checked against the weekdays above: Bonfire Night (Thu 5 Nov 2026), Christmas Day to New Year's Eve 2026, Valentine's Day (Sun 14 Feb 2027), St David's Day (Mon 1 Mar 2027), St George's Day (Fri 23 Apr 2027), Halloween (Sun 31 Oct 2027), Black Friday (Fri 27 Nov 2026).

Mailchimp (read 30–31 October 2026; check before relying on it)

Rules on marketing email

ICO, electronic mail marketing: https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/guidance-on-direct-marketing-using-electronic-mail/how-do-we-comply-with-the-pecr-electronic-mail-marketing-rules/
Google review policy (no incentives or selective asking): https://support.google.com/contributionpolicy/answer/7400114

See which bookings your emails bring.

Guest marketing with your own Mailchimp is included in the one £29.99 plan at no extra cost and switched on on request. Bookings from your newsletter booking link show in Insights as “Your emails”.

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