Why Email Marketing is Still Essential for Local Businesses
Email Campaign Template for Local Businesses at the end of this article
In a world buzzing with social media and instant messaging, you might wonder if email marketing still has a place for local businesses. The answer? Absolutely. Email marketing remains one of the most reliable and cost-effective ways to connect with your audience, nurture relationships, and drive repeat business—especially for local shops, cafes, services, and other community-driven businesses.
Here’s why email marketing should still be a key part of your local business strategy and how to make the most of it.
Why Email Marketing Works for Local Businesses
1. Direct Access to Your Customers’ Inboxes
Unlike social media, where your posts can easily get lost in an overwhelming stream of content, emails land directly in your customer’s inbox. It’s a personal space, and if you’ve earned a spot there, it means your audience is already interested in what you have to say. Whether it’s a special offer, an event, or just a check-in, email allows you to reach people where they’re most likely to take action.
2. Cost-Effective with High ROI
Email marketing has one of the highest returns on investment (ROI) of any marketing channel. According to recent studies, for every £1 spent on email marketing, businesses see an average return of £36. That’s a powerful stat, especially for local businesses working on tight budgets. Plus, email campaigns are relatively easy to set up and don’t require the same heavy ad spend as social media or PPC.
3. Keeps Your Customers Engaged and Coming Back
For local businesses, loyal customers are everything. Email marketing lets you maintain and strengthen those relationships by staying in regular contact. You can remind your customers of upcoming events, share helpful tips, or offer exclusive discounts. It’s all about staying top-of-mind so when they need your service or product, you’re the first business they think of.
4. Personalised, Relevant Content
With email marketing, you can easily segment your audience based on their preferences, behaviour, or past purchases. This allows you to tailor your messages and send relevant, personalised content to different customer groups. For instance, if you run a local restaurant, you could send out vegetarian specials to your plant-based customers or highlight family deals for those who frequently book larger tables.
5. Builds a Sense of Community
Local businesses thrive on the support of their community. Email marketing gives you the chance to strengthen those local ties by keeping your customers informed about your business and your role in the neighbourhood. Whether it’s supporting a charity, collaborating with other local brands, or sharing stories from your customers, email lets you build a deeper connection that goes beyond just transactions.
How to Build and Grow Your Email List
So, how do you get people onto your email list in the first place? Here are some simple yet effective ways to build a local email list that’s engaged and ready to hear from you.
1. Offer an Incentive
People need a reason to sign up, so offer them something valuable. It could be a special discount, a freebie, or early access to new products or events. For example, “Sign up to receive 10% off your first visit” works like a charm for local businesses.
2. Collect Emails In-Store and Online
Encourage customers to sign up when they visit your shop, restaurant, or service location. Keep a sign-up sheet at the counter or use a tablet to collect email addresses in exchange for a special offer. You can also add sign-up forms to your website or social media profiles, making it easy for people to join your list from anywhere.
3. Run a Contest or Giveaway
People love freebies, and running a local contest is a great way to grow your email list fast. Whether it’s a gift card, a free product, or an exclusive experience, offering a prize in exchange for signing up is a fun and effective way to attract subscribers.
4. Use Wi-Fi Marketing
If you have a brick-and-mortar location, offering free Wi-Fi in exchange for an email address is a smart and simple way to collect new leads. Many local cafes, restaurants, and shops use this strategy to grow their email lists while offering value to customers who want to stay connected.
5. Leverage Social Media
Promote your email sign-up form across your social channels. Share the benefits of being on your list—whether it’s exclusive offers or insider news—and remind your followers why they don’t want to miss out. You can even run Facebook and Instagram ads that directly promote your email list.
Best Practices for Local Email Campaigns
Now that you’ve built your list, it’s time to create campaigns that keep your audience engaged and drive them to action. Here are some best practices to follow when crafting your local email marketing campaigns.
1. Keep It Short and Sweet
Local customers don’t need lengthy newsletters. Keep your emails concise, focusing on what’s most relevant to them. Whether it’s a special deal, an event reminder, or a quick update, make sure your content is easy to digest and straight to the point.
2. Use Eye-Catching Subject Lines
Your subject line is the first thing people will see, so make it compelling! Use action words and create a sense of urgency or curiosity. For example: “Limited-Time Offer: 20% Off This Weekend” or “You’re Invited: VIP Event Just for Locals.”
3. Show Off Local Pride
Local customers love to support businesses that are active in the community. Share updates about local events, partnerships with other businesses, or charity efforts. Let your customers know how you’re making an impact locally, and they’ll be even more likely to support you.
4. Include a Clear Call-to-Action
Every email should have a clear and compelling call-to-action (CTA). Whether it’s “Shop Now,” “Book Your Table,” or “Claim Your Discount,” make sure it’s easy for customers to take the next step.
5. Segment Your Audience
Not all customers are interested in the same things. Segment your list based on purchase history, location, or interests so you can send more targeted emails that resonate with each group.
Free Email Campaign Template
To help you get started, here’s a free email campaign template that you can customise for your local business. Use it to welcome new subscribers, promote a special offer, or simply keep in touch with your loyal customers.
How You Can Apply These Strategies
No matter what kind of local business you run, email marketing can be a game-changer. Here’s how you can make it work for you:
- Build Your List: Start collecting emails both online and offline using incentives like discounts or freebies.
- Send Relevant, Personalised Content: Segment your audience and tailor your emails to match their needs and interests.
- Stay Consistent: Email marketing works best when it’s regular. Create a schedule that keeps you in touch with your audience without overwhelming them.
- Track Results: Monitor open rates, click-through rates, and customer feedback to fine-tune your campaigns over time.
Ready to give email marketing a try? Sign up for a free trial of MailChimp or download our free email campaign template to get started today.
With email marketing, you’re not just sending messages—you’re building relationships. By staying in touch with your local customers, you’re keeping them engaged, valued, and ready to come back for more. So, if you’re not already making the most of email, now’s the time to start!
Email Campaign Template for Local Businesses
1. Welcome Email: For New Subscribers
Subject Line: Welcome to [Business Name] – Here’s Your Exclusive Offer!
Preheader Text: Thanks for joining the [Business Name] community. Here’s 10% off your next visit.
Body:
Hi [First Name],
Welcome to the [Business Name] family! We’re thrilled to have you on board. As a thank you, we’d love to offer you 10% off your next purchase.
Simply show this email in-store or use the code WELCOME10 at checkout on our website to redeem your discount.
At [Business Name], we’re all about [your unique value proposition—e.g., bringing you the best local produce, unbeatable customer service, etc.]. Be sure to stay tuned for our latest offers, events, and updates, straight to your inbox!
If you have any questions or want to say hello, don’t hesitate to reply to this email. We’re always here to help!
Looking forward to seeing you soon,
[Your Name]
[Business Name]
2. Promotional Email: For a Special Offer
Subject Line: Don’t Miss Out! [X]% Off This Weekend Only
Preheader Text: Save big this weekend with [Business Name]. Get [X]% off in-store and online.
Body:
Hi [First Name],
We’ve got some great news for you! This [Saturday/Sunday] only, we’re offering [X]% off everything at [Business Name].
Whether you’re looking to [highlight products/services], or just want to treat yourself, now’s the perfect time to pop by and enjoy this special discount.
When: [Dates]
Where: [Store Location or Website]
If you’re shopping online, use code SAVE[X] at checkout to apply the discount.
Hurry, the offer ends [date]! We hope to see you in-store or online this weekend.
Warm regards,
[Your Name]
[Business Name]
3. Loyalty Email: Keep in Touch with Your Regular Customers
Subject Line: Just for You – An Exclusive Offer from [Business Name]
Preheader Text: As a valued customer, enjoy this limited-time offer on us!
Body:
Hi [First Name],
We just wanted to take a moment to say thank you for being such a loyal customer at [Business Name]. We wouldn’t be here without your support, and we truly appreciate it.
As a little token of our appreciation, we’d love to offer you [X]% off your next purchase with us. Just use the code LOYALTY[X] at checkout, or show this email when you visit us in-store.
We’re constantly working to bring you the best [products/services], and we’re excited to have you as part of our community.
Thank you again, and we hope to see you soon!
[Your Name]
[Business Name]
4. Event Announcement Email
Subject Line: You’re Invited! Join Us for [Event Name] at [Business Name]
Preheader Text: Don’t miss our upcoming event—RSVP today for a great time at [Business Name].
Body:
Hi [First Name],
We’re excited to announce our upcoming [Event Name] at [Business Name], and we’d love for you to join us!
When: [Event Date]
Where: [Location]
At the event, you can enjoy [highlight key activities, products, or services offered]. Plus, there’ll be plenty of special offers, giveaways, and fun!
RSVP today by replying to this email or giving us a call at [phone number]. We can’t wait to see you there!
Cheers,
[Your Name]
[Business Name]
5. Feedback Request Email: For Collecting Reviews
Subject Line: We’d Love to Hear Your Feedback!
Preheader Text: Let us know how we’re doing and help us improve.
Body:
Hi [First Name],
At [Business Name], we’re always striving to give our customers the best possible experience. We’d love to hear your thoughts on your recent visit or purchase.
Could you take a moment to leave us a quick review? Your feedback helps us improve and ensures we’re doing everything we can to make you happy!
[Link to review platform]
Thanks again for your support. We look forward to hearing from you!
Best,
[Your Name]
[Business Name]
How to Use This Template:
- Personalise: Add the customer’s name and personalise offers based on their preferences or buying history.
- Be Concise: Keep your emails brief and to the point.
- Clear CTA: Each email should have a clear call-to-action (CTA) so your customers know exactly what to do next (e.g., “Claim Offer”, “Shop Now”, “Leave a Review”).
- Mobile-Friendly: Make sure your email looks great on mobile devices.
Use these templates to keep your local customers engaged, encourage repeat business, and foster loyalty. If you’re new to email marketing, you can always test the waters with tools like MailChimp to create beautiful, easy-to-use campaigns in minutes.
