Why Every Local Business Should Be Using Email Marketing (and How to Do It Right)

It’s no secret that email remains a powerful tool for businesses of all sizes, especially local businesses. With the ability to reach your audience directly, email marketing offers a personalised, scalable, and cost-effective way to engage customers and boost sales. If you’re still wondering whether email marketing is right for your business, this post will show you why it’s a must and how to use it effectively.

Why Email Marketing Matters for Local Businesses

When you run a local business, building strong relationships with your community is key. Email marketing allows you to connect with your audience on a more personal level, ensuring your message gets straight into their inbox rather than relying on social media algorithms to deliver your content. Here are a few reasons email marketing is essential for local businesses:

1) Direct Communication with Your Audience

Email marketing gives you the ability to speak directly to your customers, without distractions from competitors or the changing landscape of social media. You control the message, and it lands where it matters most: in your customers’ inbox.

2) Cost-Effective Marketing Tool
Compared to other forms of advertising, email marketing is incredibly cost-effective. Whether you’re a small coffee shop or a boutique retail store, you can reach hundreds or thousands of people for a fraction of what you’d spend on traditional advertising.

3) High Return on Investment (ROI)
On average, email marketing has a return of $42 for every $1 spent, making it one of the most cost-effective marketing channels available. When done right, email campaigns drive consistent revenue and customer loyalty.

4) Personalised Marketing
Email marketing allows you to segment your audience and send personalised messages that speak directly to their needs and interests. This level of customisation is what keeps customers engaged and returning to your business.

5) Higher Engagement Compared to Social Media
While social media is an essential tool for reaching potential customers, email consistently outperforms social platforms when it comes to engagement. Here are some key stats that highlight why email marketing has a higher impact:

• 99% of email users check their inbox daily, with many doing so multiple times a day, compared to the 8 times per day Facebook users check the platform, often with lower engagement levels. (Source: OptinMonster, Pew Research)
• The average email open rate is around 21.33%, while organic reach on social media, like Facebook, is only about 5.2% of your follower base. (Source: Mailchimp, Hootsuite)
• Email click-through rates average 2.3%, significantly higher than Instagram’s 0.6% engagement rate. Additionally, email marketing click-through rates are 3.2 times higher than social media’s. (Source: Campaign Monitor, Influencer Marketing Hub)

While social media is great for brand awareness and building a presence, email marketing drives more direct, personal interactions with your customers. With fewer distractions, your message is more likely to be seen, read, and acted upon.

Now that you know why email marketing is important, let’s look at how local businesses can use it effectively.

How Local Businesses Can Use Email Marketing

1) Monthly Newsletters to Stay Top of Mind

A simple yet effective way to keep your business top of mind is through a monthly newsletter. Whether you run a restaurant, a retail shop, or a fitness studio, a newsletter can provide updates on new products, services, or promotions. It’s also an opportunity to share stories, local events, and customer spotlights, helping to build a stronger community connection.

Example:
A local bakery could send a monthly newsletter featuring their seasonal specials, recipes, upcoming baking classes, and a behind-the-scenes look at how their products are made. This keeps customers engaged and looking forward to their next visit.

2) Exclusive Offers and Discounts for Subscribers

Rewarding your email subscribers with special offers can help drive immediate sales. You can offer exclusive discounts, limited-time promotions, or early access to new products or services, encouraging your subscribers to make a purchase.

Example:
A boutique clothing store could send out a “VIP Subscriber” email offering 20% off new arrivals for email list members only. This not only drives traffic to the store but makes subscribers feel valued and part of an exclusive group.

3) Event Invitations and Local Happenings

Email marketing is an excellent way to invite customers to events and keep them informed about what’s happening in your local community. Whether it’s a grand opening, a sale, or a local market, sending invitations directly to your customers can boost attendance and engagement.

Example:
A local yoga studio could use email to promote a free community class or a wellness workshop. By sending out personalised invites to their email list, they can fill up classes and create buzz around their events.

4) Follow-Up Emails to Build Customer Relationships

Email isn’t just for promotions – it’s also great for nurturing relationships. You can send follow-up emails to thank customers after a purchase, ask for feedback, or even send helpful tips and advice that’s relevant to your business.

Example:
A home services business, like a local plumber or electrician, could follow up with clients after completing a job with a simple email saying, “Thank you for trusting us! Here’s a quick checklist to help maintain your home’s plumbing system.” This shows customers you care about their experience and keeps your business front of mind for future services.

5) Seasonal and Holiday Campaigns

Seasonal promotions and holiday-themed campaigns are a great way to connect with customers and drive sales during key times of the year. Whether it’s offering a Valentine’s Day special or a back-to-school promotion, seasonal emails can increase traffic and sales.

Example:
A local florist could send out email promotions around major holidays like Valentine’s Day, Mother’s Day, and Christmas, offering discounts on flower arrangements and reminding customers to place their orders early for delivery.

How to Get Started with Email Marketing for Your Local Business

1) Build Your Email List
Start by collecting email addresses from your customers. You can do this in-store with a sign-up sheet, through your website, or by offering a special incentive (like a discount) for subscribing to your list.

2) Choose an Email Marketing Platform
There are many affordable and user-friendly email marketing platforms available, such as MailerLite and Constant Contact. These platforms make it easy to create, send, and track email campaigns, even if you’re new to email marketing.

3) Segment Your Audience
Divide your email list into segments based on customer behavior, purchase history, or interests. This allows you to send more targeted, personalised emails that resonate with your audience.

4) Create Compelling Content
Your emails should provide value to your audience, whether that’s through promotions, helpful tips, or exclusive updates. Be sure to keep your tone friendly and engaging, and always include a clear call to action (CTA).

5) Track and Optimise
Monitor the performance of your email campaigns by tracking metrics like open rates, click-through rates, and conversion rates. Use this data to optimise future campaigns and ensure your emails are delivering results.

The Bottom Line

For local businesses, email marketing is one of the most effective ways to connect with customers, build lasting relationships, and drive sales. Whether you’re sharing exclusive promotions, inviting customers to events, or simply keeping them updated on what’s new, email gives you the opportunity to stay top of mind and grow your business.

Ready to harness the power of email marketing? Start building your list today, and watch how this simple, cost-effective strategy transforms your business. If you want help setting up or managing your email marketing, please get in touch.