As a local business owner, you always look for effective ways to reach your customers. You’ve probably tried social media and maybe even dabbled in Google Ads. But there’s a powerful tool you might be overlooking, one that’s been around for years and still packs a punch: email marketing.
“Email? That’s old news!” we hear you say.
But hold that thought. Email marketing could be your secret weapon for building lasting customer relationships and boosting your bottom line.
Consider this:
Unlike social media, where your posts might get lost in a sea of cat videos and vacation photos, emails land directly in your customers’ inboxes. It’s like having a direct line to your audience.
In this post, we’ll explain email marketing for local businesses. You’ll discover why it’s worth your time, how to get started, and simple strategies for making your emails stand out.
It’s time to learn how this “old school” method can revitalise your local business.
The Power of Email Lists: Your Business’s Secret Weapon
Ever wonder why big companies are always asking for your email address?
It’s because they know something many small businesses overlook: email lists are gold.
Think of your email list as a direct line to people already interested in your offer. Essentially, they’re people who’ve said, “Yes, I want to hear from you.”
Here’s why that matters:
It’s Cost-Effective
Compared to other forms of marketing, email is incredibly cheap. There are no printing costs or ad fees—just your time and maybe a small fee for an email service.
You Own Your List
Unlike social media followers, who can disappear if a platform changes its rules, your email list is yours. No one can take it away from you.
It’s Personal
Emails feel more personal than social media posts or ads. They’re a one-on-one conversation with your customer.
It Drives Sales
Studies show that email marketing often leads to more sales than social media marketing. Why? Because you’re reaching people who’ve already shown interest in your business.
Getting Started: Building Your Email List
1. Collect Email Addresses
Don’t worry – you don’t need to be a tech wizard to do this. Here are some simple ways to start:
- Ask at the Point of Sale: If you have a physical store, simply ask customers if they’d like to join your mailing list for special offers or updates.
- Add a Sign-Up Form to Your Website: Make it easy for website visitors to join your list by adding a simple form asking for their name and email.
- Offer Something in Return: People are more likely to give you their email if they get something in return. This could be a discount on their first purchase, a free guide, or exclusive content.
- Use Social Media: Promote your mailing list on your social media channels. Let followers know what they’ll get by signing up.
2. Choose an Email Marketing Platform
Once you start collecting emails, you’ll need a way to manage your list and send out emails. This is where email marketing platforms come in. Some popular options include:
- MailChimp: Great for beginners and free for up to 2,000 contacts.
- ActiveCampaign: Offers more advanced features if you’re ready to dive deeper.
- ConvertKit: Popular among content creators and small businesses.
These platforms make designing emails, managing your list, and tracking results easy. Plus, they ensure you comply with email laws (yes, those exist!).
When it comes to email lists, quality always wins. It’s better to have 100 engaged subscribers than 1,000 who never open your emails. Focus on attracting people who are genuinely interested in your business.
Best Practices: Crafting Emails That Get Opened and Read
Now that you’ve started building your list, let’s talk about how to make the most of it. Here are some key tips to keep in mind:
Nail Your Email Frequency
How often should you send emails? There’s no definitive answer, but once a week or once a fortnight is a good starting point for most local businesses. The key is consistency – whether it’s weekly or monthly, stick to a schedule your subscribers can expect.
Balance Value and Promotion
Your emails shouldn’t always ask for a sale. Mix them up with helpful tips, industry news, or behind-the-scenes peeks at your business. A good rule of thumb is the 80/20 rule: 80% valuable content and 20% promotion.
Craft Compelling Subject Lines
Your subject line is like a newspaper headline – it needs to grab attention. Keep it short (around 40 characters), intriguing, and give a hint of what’s inside. Avoid all caps or too many exclamation points, which can look spammy.
Keep It Personal
Use your subscribers’ names when possible. Many email platforms allow you to automatically insert the recipient’s name into the email. Also, write as if you’re talking to one person, not a crowd.
Make It Mobile-Friendly
More than half of all emails are opened on mobile devices. Make sure your emails look good on both phones and computers.
Include a Clear Call-to-Action
What do you want readers to do after reading your email? Make it clear and easy to do. Whether it’s “Book Now,” “Shop Our Sales,” or “Read More,” your call-to-action should stand out.
Remember, even if people don’t open your email, seeing your business name in their inbox keeps you at the top of their minds. It’s all part of building that long-term relationship with your customers.
Types of Emails: Keeping Your Subscribers Engaged
Not all emails are created equal. Mixing up the types of emails you send can help keep your subscribers interested and engaged. Here are some ideas:
Update Emails
Keep your customers in the loop about what’s happening with your business. This could include:
- New product or service announcements
- Changes in business hours
- Upcoming events or classes
- Milestones or achievements (like your business anniversary)
Exclusive Deals
Everyone loves a good deal. Offer your email subscribers special discounts or early access to sales. This will make them feel valued and give them a reason to stay subscribed.
Newsletters
A regular newsletter can be a great way to provide value. Include a mix of:
- Helpful tips related to your industry
- Customer success stories or testimonials
- Behind-the-scenes looks at your business
- Relevant local news or events
Educational Content
Position yourself as an expert in your field. Share your knowledge with how-to guides, FAQs, or industry insights.
Seasonal or Holiday Emails
Tie your emails to the time of year. Depending on your business, you might offer holiday specials, summer tips, or back-to-school promotions.
It’s not necessary to use all of these types. Choose the ones that make sense for your business and your customers. The key is to provide value with every email you send.
Conclusion
Email marketing might seem old school, but it’s still one of the most effective ways to connect with your customers. Start small, be consistent, and focus on providing value. Before you know it, you’ll have a powerful marketing tool right at your fingertips.
Do you want to start an email marketing campaign but are unsure where to begin? Don’t hesitate to contact Greg O’Rourke from Dojo Web Group for a FREE discovery call.
