Social media algorithms change, ad costs rise, but your email list? That's something you own. Email marketing remains one of the most effective ways for local businesses to stay in front of customers and drive repeat business.
Why Email Marketing Works
Email gives you a direct line to your customers — no algorithm deciding who sees your message. When someone gives you their email address, they're inviting you into their inbox. That's a level of trust and access that social media can't match.
The return on investment is hard to beat. For every dollar spent on email marketing, businesses see an average return many times over. For local businesses, that often translates into repeat visits, referrals, and stronger customer loyalty.
Getting Started: Build Your List
Before you can send emails, you need subscribers. Here are simple ways to start building your list:
- Add a signup form to your website — Keep it simple. Name and email are all you need. - Offer an incentive — A discount, free guide, or exclusive tip in exchange for signing up. - Ask in person — If you have a physical location, ask customers if they'd like to receive updates and deals by email. - Include a link in your email signature — Every email you send is an opportunity to grow your list.
Choosing the Right Tool
You don't need anything complicated. These platforms are beginner-friendly and offer free tiers:
- Mailchimp — Great for beginners with up to 500 subscribers free. - MailerLite — Clean interface, generous free plan, and easy automation. - Constant Contact — Specifically popular with small and local businesses.
What to Send
The key is providing value. Don't just blast promotions. Mix it up:
- Monthly newsletters with tips, updates, and behind-the-scenes content. - Seasonal promotions tied to holidays or local events. - Customer spotlights — Feature a happy customer or a recent project. - Educational content — Share your expertise. A roofer could send tips on preparing for storm season. A bakery could share a simple recipe.
Tips for Better Results
- Be consistent — Pick a schedule (weekly, biweekly, monthly) and stick to it. - Write great subject lines — This determines whether your email gets opened or ignored. - Keep it short — Respect your readers' time. Get to the point. - Always include a call to action — Tell readers what to do next: visit your site, call, book, or reply. - Make unsubscribing easy — It's required by law, and it keeps your list healthy.
Ready to Start Email Marketing?
If you want help setting up your email strategy, building templates, or growing your list, reach out to us. We'll help you turn your inbox into a revenue channel.