Most local businesses are sitting on their best marketing list and not using it: the people who have already bought from them. Social media reach goes up and down, and ads stop the minute you stop paying. An email list is yours, and the people on it already know and trust you.
If you’ve been meaning to start sending emails but don’t know where to begin, here’s the simple version.
Step 1: Gather the emails you already have
Look through your invoices, booking system, point of sale and contact forms. Past customers who gave you their email in the course of doing business with you are your starting list. Only add people who have a real relationship with you, and always include an easy unsubscribe link in every email.
Step 2: Add a signup form to your website
Give new visitors a reason to join. A seasonal tip, early notice of specials or a short guide works better than “join our newsletter.” Put the form where people will see it, like your footer, your blog posts and your contact page.
Step 3: Pick a simple schedule
Consistency beats frequency. Once a month is plenty for most local businesses. Pick a day and stick to it. Customers start to recognize your name in their inbox, and that familiarity is the whole point.
Step 4: Know what to send
If you’re stuck, rotate through these:
- Seasonal reminders (HVAC tune-ups, gutter cleaning, holiday hours)
- A recent project with a photo and a short story
- A helpful tip your customers would actually use
- A special offer or event
- An introduction to a team member
- Answers to a question customers keep asking
The same ideas work for your Google Business Profile. Our free Google Business Profile post generator can give you a starting draft you can adapt for email, too. For more, see my list of small business marketing ideas.
Step 5: Set up a welcome email
When someone joins your list, send them an automatic welcome. Thank them, tell them what to expect and point them to something useful on your website. It’s the email with the most attention you’ll ever get from that person, so make it count.
Step 6: Watch a few numbers
You don’t need a dashboard full of charts. Watch how many people open, how many click and how many unsubscribe. If clicks drop, try a clearer subject line or a single, obvious link. If unsubscribes climb, you may be sending too often or off-topic.
Where email fits in your marketing
Email works best as part of a plan, alongside your website, your Google profile and your social media. If you don’t have a plan yet, my guide on creating a small business marketing plan is a good starting point.
Want help with it?
We offer email marketing for small businesses two ways. We can set everything up for you to run yourself, or we can write, design and send your emails each month. Both options are on our pricing page.
Frequently asked questions
How often should a small business send emails?
Once or twice a month works for most local businesses. More than that only works if you have something genuinely useful to say each time.
Can I email people who gave me their business card?
Ask first. A quick note asking if they’d like to get your updates keeps your list clean and keeps you on the right side of spam rules.
Is email marketing still worth it?
For local businesses, yes. It reaches people who already know you, it costs little to send and you own the list. It’s one of the easiest ways to bring past customers back.
What should my first email be?
Keep it simple. Say hello, tell people why they’re hearing from you and what they’ll get, and share one useful tip or update.
Browse our free resources for more tools, or get in touch to talk through your email plan.