You have 200 past clients' email addresses sitting in a spreadsheet. You could be turning them into repeat bookings and referrals—but you don't want to spam them. Here's how to do email marketing that keeps you top of mind without being annoying.
Why Email Still Works
Social media algorithms decide who sees your posts. Email goes directly to people who've already bought from you. That's powerful.
Consider the maths: if 200 past clients each know 5 people planning events over the next year, that's 1,000 potential referrals sitting in your contact list. A single well-timed email could trigger multiple bookings.
Email isn't about hard selling. It's about staying memorable so that when someone needs catering—or knows someone who does—you're the first name that comes to mind.
The Fear of Being Annoying
Most vendors don't email past clients because they're afraid of being spammy. Here's the reality:
- People who've booked you before generally like you. They're happy to hear from you occasionally
- Email is expected in business. It's not intrusive like cold calling
- If someone doesn't want your emails, they'll unsubscribe. That's fine—they weren't going to book anyway
- The real risk isn't emailing too much. It's being forgotten entirely because you never reach out
One email per month isn't annoying. Silence for three years, then a desperate "please book me" email—that's awkward.
What to Email (That People Actually Want to Read)
The key is providing value, not just asking for bookings. Here are email types that work:
Seasonal Updates
"Christmas party season is coming up—here's what's available." "Summer's around the corner—now's the time to book wedding dates." Relevant, timely, and a gentle reminder you exist.
Event Highlights
Share photos from recent events (with permission). "We catered Sarah and Tom's wedding last weekend—here's how it looked." Past clients love seeing what you've been up to, and it reminds them of their own great experience.
Special Offers
"10% off bookings made this month" or "Book before March for priority summer dates." Genuine offers give people a reason to act now rather than later.
News and Updates
New menu items, new equipment, awards, or press coverage. "We've just launched our new dessert menu—here's a sneak peek." People like following small business journeys.
Helpful Content
Tips for planning events, choosing caterers, or hosting successfully. You're positioning yourself as an expert, not just a vendor.
Pro Tip
End every email with a soft call to action: "Know someone planning a wedding? We'd love an introduction" or "Dates filling up fast—reply to check availability." Make it easy to take the next step without being pushy.
How Often to Email
For most mobile vendors, once a month is the sweet spot:
- Too frequent (weekly): Unless you're genuinely sharing valuable content, this becomes noise
- Just right (monthly): Keeps you in mind without overwhelming. 12 emails a year is sustainable to write
- Too rare (quarterly or less): They might forget who you are between emails
Consistency matters more than frequency. A monthly email every month is better than four emails in January then nothing until June.
Building Your Email List
Start with who you already have:
- Past clients: Everyone who's ever booked you
- Enquiries that didn't book: They were interested once—circumstances might have changed
- Newsletter signups: Add a signup form to your website and social media
- Event contacts: People who gave you their email at a festival or market
Under GDPR, you need consent to email people for marketing. Past clients have a legitimate interest relationship (they've bought from you), but it's good practice to add an unsubscribe option and respect opt-outs.
Simple Email Tools
You don't need expensive software. Start with:
Mailchimp (Free for Small Lists)
Free up to 500 contacts. Easy templates, scheduling, and basic analytics to see who opens your emails.
Mailerlite
Also free for small lists. Some vendors prefer its simpler interface.
Just Use Your Normal Email
For very small lists (under 50), you can BCC everyone and send from Gmail or Outlook. Not sophisticated, but it works. Just remember to BCC, not CC—you don't want to expose everyone's email addresses.
Writing Emails That Get Opened
Subject Lines Matter
Your subject line determines whether the email gets opened or ignored. Good examples:
- "Summer dates going fast..." (creates urgency)
- "A sneak peek at our new menu" (curiosity)
- "Thanks for an amazing 2025" (personal, seasonal)
- "Quick favour?" (works for referral requests)
Avoid spammy subject lines with ALL CAPS, excessive punctuation!!!, or false urgency.
Keep It Short
People scan emails, they don't read novels. 200-300 words is plenty. One main message per email. If they want more, they can click a link.
Be Personal
Write like you're emailing one person, not a crowd. "Hi there" feels warmer than "Dear Valued Customer." Use "I" and "we," not corporate-speak.
Include Images
A mouth-watering photo of your food is worth a thousand words. Emails with images get more engagement than text-only.
Stay in touch automatically
VendorPad helps you maintain client relationships with automated follow-ups and easy contact management. Never let a past client forget about you.
Get Early AccessA Simple Email Calendar
Plan your emails around the year:
| Month | Email Theme |
|---|---|
| January | New year, new dates available. Early booking offer |
| March | Spring events coming up. Wedding season prep |
| May | Summer availability update. Festival season starts |
| July | Recent event highlights. Last summer dates |
| September | Autumn events. Corporate Christmas party bookings open |
| November | Christmas market season. Year-end thanks |
You don't need to email every month. Six strategic emails a year is better than none.
Measuring What Works
Most email tools show you:
- Open rate: What percentage opened the email (20-30% is good for small businesses)
- Click rate: What percentage clicked a link (2-5% is typical)
- Unsubscribes: How many opted out (a few per email is normal)
But the real measure is bookings. Track which enquiries mention your emails or came from email links. That's what matters.
Common Mistakes
Avoid these:
- Only emailing when you need something: Build the relationship first, ask for bookings second
- No call to action: Every email should have one clear next step
- Forgetting mobile: Most emails are read on phones. Preview how yours looks on mobile
- Buying email lists: Never. It's spammy, illegal under GDPR, and damages your reputation
- No unsubscribe option: Required by law. Make it easy—you don't want people who don't want your emails
Final Thoughts
Email marketing isn't complicated for mobile vendors. You're not trying to build a marketing empire—you're just staying in touch with people who already like you.
Send useful, occasional emails that remind people you exist. Include nice photos, keep it personal, and always make it easy to book or refer. That's it.
Those 200 email addresses in your spreadsheet represent hundreds of potential bookings and referrals. The vendors who stay in touch get repeat business. The ones who don't get forgotten. Which will you be?
