What is email marketing? Discover how local shops can use it to earn more, build trust, and win repeat sales—simple steps any owner can start today.
What is email marketing?
Email marketing means sending helpful, friendly emails to people who said “Yes, keep me posted!” A shop writes a short note, presses send, and the message lands in a customer’s pocket. That’s it. Easy, cheap, and powerful.
Why email marketing matters for local shops
- Big payback: Every $1 spent on email can bring about $36 back (OptinMonster)
- Wide reach: The average open rate is 42 % across all industries (HubSpot Blog)
- High trust: HubSpot reports email is still the #1 ROI channel for B2C brands (HubSpot)
“Email marketing keeps costs low while turning shoppers into friends.” — HubSpot State of Marketing Report 2025 (HubSpot)
For a neighborhood bakery, salon, or auto shop, one good email can bring yesterday’s visitors back tomorrow.
How email marketing works, step by step
- Collect names – ask buyers to join your list.
- Write a clear message – one topic, one goal.
- Send at the right time – pick the day your crowd checks inboxes.
- Watch the numbers – opens, clicks, and sales tell the story.
- Tweak and resend – small fixes lift gains fast.
Building your email list
- Put a sign-up card by the register.
- Add a pop-up form on your website.
- Use a QR code on flyers or menus.
- Ask happy buyers to share with friends.
Quick check
- Get permission first.
- Tell what they’ll receive (tips, deals, news).
- Make opt-out easy.
Writing emails people love
Keep it short
Under 150 words works best for busy readers.
Use a friendly “from” name
Folks open notes from humans, not robots.
One clear call-to-action
Ask for one thing: visit, book, reply, or buy.
Add a good subject line
Try curiosity (“Guess what’s baking today?”) or value (“Free tire check this Friday!”).
Sending and timing emails
- Morning wins: Most opens happen between 9 a.m. and noon.
- Weekly rhythm: Local lists perform well with 1–2 emails per week.
- Segment smartly: Send members-only deals to loyal fans and news blasts to all.
Tip: Test Tuesdays vs Wednesdays for your crowd and track which day sells more.
Measuring success
| Metric | What Good Looks Like | How to Track |
|---|---|---|
| Open rate | Over 30 % | ESP dashboard |
| Click rate | 3 %+ | Link clicks |
| Sales | Rising week by week | POS or online store |
If numbers slip, change the subject line, shorten copy, or prune inactive names.
Simple tools for beginners
- Mailchimp – drag-and-drop builder, free tier for small lists.
- MailerLite – easy automations, clear reports.
- Klaviyo – best for stores using Shopify.
All three offer templates so the first email looks pro in minutes.
Quick wins for busy owners
- Send a welcome series: a thank-you note + first-time coupon.
- Set birthday emails: automatic treat, no extra work.
- Share customer stories: one photo, one sentence, big trust.
- Run a last-minute flash sale when foot traffic dips.
Common mistakes to skip
- Buying lists – cold contacts mark you spam.
- Sending too often – twice a day annoys readers.
- Ignoring mobile – over half of emails open on phones; use large fonts.
- Forgetting law rules – include an unsubscribe link every time.
Key takeaways
- Email marketing is low-cost, high-return.
- Collect names, send clear notes, and watch numbers.
- Small tweaks lift profit fast.
- Help is one click away if you’re short on time.
By following these easy steps, any local business can turn quiet inboxes into steady sales—no giant budget needed.
Let Diffyweb help
Need hands-free setup? Diffyweb email marketing services will grow your list, write neat emails, and track every sale so you stay focused on running the shop.