Short answer
Email marketing starts with collecting addresses through your website, with clear consent, and sending useful messages weekly or monthly. Free tools such as Mailchimp are enough to start, and for accommodation and restaurants seasonal announcements and messages to past guests work best.
Why does email marketing work?
Industry research, such as Litmus’s, reports a return of around EUR 36 for every euro spent on email. You write to people who already know you, with no ad costs, and personal messages turn into enquiries more often. For apartments and restaurants, seasonal messages work best.
How to start
Collect addresses through your website, via the contact form or a newsletter sign-up, with clear consent. Use free tools, for example Mailchimp for smaller lists. Send useful content, not just offers. And be consistent, weekly or monthly.
What to send
Season openings and special offers. Useful tips from your trade. Company news. Requests for reviews. Anything that helps customers remember you. A sign-up form can be part of your website.