What to Write in Local Business Emails to Engage Subscribers
Struggling to come up with content ideas for your local business emails? Here’s how to keep subscribers engaged and interested.
I remember the first time I sat down to write an email for my local business. I had a list of subscribers, many of them from the neighbourhood. But as I stared at the blank screen, I wasn’t sure what would actually keep them interested. Should I send another promotion? Or maybe talk about an upcoming event?
This is a common challenge for many local businesses. Local business emails are a vital tool for connecting with your audience, whether they’re long-time customers or people who just signed up to learn more about your services. But sending the right message at the right time is key. People don’t want to be bombarded with irrelevant promotions or emails that don’t add value.
If you’re a small business, especially in a specific region like South Africa, the personal touch and community connection are even more important. Local businesses often thrive by being a trusted, visible part of their community. Your emails should reflect that.
Let’s break down some proven email content ideas that will help keep your subscribers engaged and looking forward to your next message.
Share Local Stories and Community Involvement
What sets local businesses apart from large corporations is their deep connection to the community. Subscribers appreciate when businesses take the time to share stories that resonate locally. Whether it’s an upcoming local business event, a community project you’re involved in, or simply a story about how you started your business, it creates a personal touch that builds trust.
For example, if you own a bakery, you could talk about how your ingredients come from local suppliers, or how you donate leftover bread to a local charity. These stories not only showcase your business’s values but also make your subscribers feel like they’re part of something bigger.
In South Africa, there are countless opportunities to tie your business to local culture. From supporting township initiatives to participating in local markets, these stories help you become more than just a business in the eyes of your subscribers. You become a key player in the local fabric, which strengthens your connection with them.
Provide Valuable Tips and Advice
People love useful information, especially when it’s directly related to their interests. Small businesses have a unique advantage here: you can offer tips and advice based on your expertise. This positions you as more than just a service provider, but as an expert in your field.
Let’s say you run a cleaning service. You can send out small business emails offering seasonal cleaning tips or advice on maintaining a clean home or office. If you’re a local business offering landscaping, you might send tips about planting native plants that thrive in the South African climate.
These types of emails provide real value to your subscribers and keep them engaged without feeling like you’re always selling something. It’s a subtle but effective form of local business marketing that builds trust over time.
Highlight Upcoming Local Events
Another way to add value to your local business emails is by sharing details about upcoming events in your community. These don’t always have to be events that your business is directly involved in. Just by being a resource for what’s happening in your area, you add value to your subscribers’ lives.
For example, South Africa is full of vibrant events, from farmers’ markets to cultural festivals. Your email could simply let your subscribers know about the local business events happening in their area. Not only does this make your email useful, but it also positions you as a business that’s engaged with the local scene.
Of course, if your business is hosting or sponsoring an event, let your subscribers know! Include event details, exclusive invitations, or even early access perks for your email list. These promotions keep your emails exciting and give your subscribers a reason to stay subscribed.
Showcase Customer Testimonials and Success Stories
Nothing builds trust faster than seeing how other customers have benefited from your product or service. When potential customers hear real stories from their peers, they’re more likely to trust your business. Featuring customer testimonials or success stories in your local business emails can provide that social proof.
For instance, if you run a local gym, highlight how a member achieved their fitness goals. Include their story in an email, showing before-and-after results. Not only does this motivate others to engage with your services, but it also shows that you’re delivering on your promises. Personalising these stories by featuring local customers makes them even more relatable to your audience.
In South Africa, where word-of-mouth is highly valued, this strategy is particularly effective. Share the experiences of customers from your own community, and you’ll see your credibility grow. People love to see local faces and familiar names, making them feel connected to your business.
Offer Exclusive Promotions and Deals
Everyone loves a good deal, especially when it feels exclusive. Offering special promotions or discounts that are only available to your email subscribers is a great way to keep them engaged. Whether it’s a percentage off a purchase, a free consultation, or an invitation to an exclusive event, these incentives make your subscribers feel appreciated.
For example, you could send a “subscriber-only” coupon for a limited time, encouraging people to make a purchase or visit your business. If you’re running a local business in South Africa, you might tie this into seasonal events or local holidays, making your offer more relevant and timely.
Exclusive deals not only drive immediate sales but also create a sense of loyalty. Your subscribers will look forward to your emails because they know they’re getting something special that others aren’t.
Introduce New Products or Services
Introducing a new product or service is a perfect reason to reach out to your email list. Keep your subscribers in the loop by announcing these new offerings before anyone else. This creates excitement and makes them feel like they’re getting insider information.
If you run a small café and you’re adding a new menu item, send an email showcasing the new dish with mouthwatering images. If you’re expanding your services, such as adding delivery options or new service areas, let your email subscribers be the first to know. You can even ask for their feedback to involve them in the decision-making process.
This type of engagement helps you stay top-of-mind while also giving your audience a reason to pay attention to your emails. Plus, it’s another way to position your business as innovative and customer-focused.
Personalise Your Emails
Personalisation is one of the most powerful tools in email marketing. People want to feel like you’re talking directly to them, not just sending out a generic blast. By using subscriber data to personalise your emails, you can increase engagement and keep your content relevant.
For example, segment your email list based on customer behaviour, purchase history, or location. If you’re a small business, this could mean sending different offers to subscribers who have shown interest in specific products or services. Personalised emails get better open rates and higher click-through rates because they feel more targeted.
Even simple touches, like addressing the subscriber by their first name, can make a difference. Personalisation can transform your local business emails into a more tailored and relevant experience for each subscriber.
Set the Right Email Frequency
Finding the right balance for how often you send emails is crucial. Too many emails, and your subscribers might feel overwhelmed. Too few, and they may forget about your business altogether.
As a local business, especially a local business in South Africa, you should aim for consistency without overwhelming your subscribers. A good starting point could be sending one to two emails per month, depending on the nature of your business. If you have more time-sensitive promotions or events, you might consider increasing the frequency during those periods.
However, it’s important to monitor engagement metrics like open rates and unsubscribe rates. If you notice a drop in engagement, it could be a sign that your email frequency is too high. On the flip side, if engagement is steady, you may be able to increase your email frequency without any issues.
Create a Content Calendar
To keep your emails consistent and well-planned, it’s smart to create a content calendar. This helps you map out what you’re going to send, when, and to whom. It also allows you to balance different types of content—like promotions, tips, and local stories—so your subscribers don’t get bored or feel like they’re being sold to all the time.
Start by listing key dates for your business, such as sales, events, or new product launches. Then, build in regular emails that provide value, like tips or customer stories. By keeping a clear schedule, you ensure that you’re always offering something fresh and engaging to your audience.
In South Africa, you can also factor in local holidays or seasons, tying your email content to what’s happening around your business. This will help make your emails even more relevant to your subscribers.
Use Engaging Visual Content
People are naturally drawn to visuals. Adding images, videos, or even GIFs to your emails can make them more engaging and easier to digest. For local business marketing, this could mean including photos of your store, your products, or local events that your business is involved in.
If you’re sending an email about a new product, use high-quality images to show it off. If you’re promoting a local event, include photos from previous events or a short video to build excitement. Visual content not only captures attention but also helps tell your story in a more dynamic way.
In South Africa, where visuals of landscapes, local culture, and community activities are so rich and vibrant, incorporating local imagery can help connect with your audience on a deeper level.
Conclusion
Keeping your subscribers engaged with local business emails isn’t just about sending promotions. It’s about creating meaningful connections, offering value, and staying relevant in your community. By incorporating local stories, offering advice, highlighting events, and keeping a steady email frequency, you can build a loyal subscriber base that looks forward to hearing from you.
Remember, consistency is key, and creating a content calendar will help you plan and stay on track. Whether you’re sharing customer stories, exclusive promotions, or showcasing new products, make sure each email offers something valuable to your audience.
With a well-thought-out approach, your email list can become one of your business’s most powerful tools for growth.
FAQ: Local Business Emails
What should I write about in my local business emails?
Focus on engaging content like local stories, customer testimonials, useful tips, upcoming events, and exclusive promotions. Tailor your messages to add value for your subscribers and keep them interested in your business.
How often should I send local business emails?
Aim for consistency without overwhelming your audience. Typically, sending 1–2 emails per month works well, but adjust based on subscriber engagement and business needs.
How can I personalise my local business emails?
Use subscriber data to personalise emails. Segment your list based on customer behaviour, interests, or location. Even using their first name can make your emails feel more tailored.
How can email marketing benefit my local business?
Email marketing builds relationships, increases customer loyalty, and drives sales by keeping your audience informed about promotions, events, and valuable tips related to your industry.
Should I include visuals in my emails?
Yes, engaging visuals like images or videos can enhance your emails. Showcase local events, products, or behind-the-scenes content to make your emails more appealing.
What are some good email topics for local businesses in South Africa?
Consider highlighting local business events, sharing community stories, offering regional tips, and providing deals that resonate with South African audiences. Focus on content that ties your business to local culture and needs.
