Email is one of your sports bar’s most powerful marketing tools. While social media can bury your posts in their complex algorithms and code, your emails will hit your reader’s inbox. That means you’re getting eyes on your brand.

And while you do need a captivating subject line to get folks to open your email, you also need to include items that will grab attention, excite them to come visit, and stick in their minds long after they close your email.

Here are three things to include in your sports bar’s marketing emails to drive fans into your seats.

Upcoming Game TV Schedule

Sports fans watching professional lacrosse, professional women's hockey, and ultimate disc at a sports pub.

We harp on this a lot but the number one reason why guests visit your sports bar is to watch sports. So why not let them know what games you plan on showing during the week?

List what games you plan on showing as a module in your marketing emails – or, send a weekly dedicated “Games We’re Showing This Week!” email to your email list.

If you have a lot of TVs, you’re probably showing a lot of different games all at once. Listing them all in your email would be ludicrous. But you can highlight the marquee matchups for each night to draw some interest, and then include a link back to your website to show the full schedule of games you can show for the next two weeks. This is easily and automatically done with the SportsTV Guide Widget.

Not only does the STVG Widget show your online visitors that you’re serious about sports, but it can allow you to further market your menu and special events to them. But the main goal is to get sports fans into your sports bar to watch sports. Telling them when to come in can do just that.

We recommend highlighting at least three games you’ll display on your screens, but no more than seven (one per night).

Call to Actions (CTAs)

Sports fans cheering at a sports bar. Overlaid is text that says 'CTA' and 'Calls to Action'

You’re sending emails to your readers for a specific reason, right? At least, we hope you are. So, what is that reason? What are you hoping to achieve and get your guests or readers to do after reading your emails?

Your email needs a call to action (CTA). A CTA is a prompt to get your target audience to take a desired action. These can be done as plain text in your email body or as buttons. Common CTAs for sports bars and restaurants include:

  • Ordering delivery
  • Making a reservation
  • Visiting to watch the big game (or order the special)
  • Claiming a free giveaway
  • Learning more about a loyalty program, Watch Party, or other special event

You’ll want to use strong action verbs, provoke enthusiasm, and try to create a sense of urgency. You also want to be relatively brief. Some CTA examples:

  • Ordering: Order Now, Order Pickup, Order Delivery, Order Takeout
  • Reservations: Make Your Reservation, Find Table, Book Your Seat, Reserve Now
  • Learn More: View Menu, Learn More, View Beer List, See Full Game Schedule
  • Loyalty Program: Sign Up Now, Join Community, Become a VIP, Join Free, Register Now

So, when you’re crafting your email, think about what its goal is, and then craft a CTA to help drive your readers to do just that.

Strong & Exciting Visuals

sports bar fan tv

No one wants to read an email that is just a giant block of text. Your sports bar marketing emails also need stellar visuals to keep attention and create excitement.

Some example of images to consider:

  • High quality visuals of your menu and drink items.
  • Fans celebrating while watching games on your TVs.
  • Guests enjoying your food and drink.
  • Your sports bar staff working hard and having fun.
  • Interior shot, showing off your TVs and overall ambiance.

These images should be high quality, relevant to the text/module they’re accompanying, and help tell the email’s narrative.

Consider hiring professional photographers, too, if you can’t take quality photos yourself. Smartphone photography is great, if you have an aesthetic eye, but it’s worth shelling out the extra money on a pro to get amazing shots for your marketing.

At the same time, you don’t want to overdo it with images either in your email. One image per block/module is usually enough unless you’re doing a mini gallery block. But even then, keep the number of images limited (3 to 4).

And don’t forget to add in accurate and descriptive alt-text for your images.