Key Takeaways:
Learn how to build a local email list.
Equip yourself with tips for email segmentation.
Know how to strengthen local email campaigns.
Understand how to optimize your emails for local mobile shoppers.
Glean tips for connecting with customers and sustaining the connection year-round.
Despite the social shopping trend, in-person shopping isn’t going away anytime soon. In fact, 91% of Americans shop at a small business at least once a week, according to a recent SCORE infographic sponsored by Nav. Per research from online wholesale marketplace Faire, 85% of Gen Z and most millennials make local purchases at least a few times each month.
So, how can you, as a small business retailer, increase your influence among local shoppers? The answer lies in local email marketing. You don’t need a massive budget to boost foot traffic and build stronger community connections — just a smart, localized email strategy. Let’s dive into some tactics to help you grow your local customer base and strengthen existing ties.
How to Build a Local Email List
The first step to successful email marketing is building a strong local email list. Start right in your store by making it easy for customers to sign up while they shop. Whether it’s at checkout or while they’re browsing, offer a little incentive — like 10% off their next purchase or entry into a contest for a free gift. Loyalty programs are also a great way to capture customer emails. To make the process seamless, set up clear signage and QR codes around the store, so they can sign up on the spot.
Don’t forget about your online visitors! Add email capture forms such as Gravity Forms* to your website—especially ones that target local shoppers with location-specific discounts. On social media, you can highlight these local exclusives to encourage signups. Partnering with other local businesses to cross-promote email list signups can help you expand your reach even further, strengthening your ties to the community while growing your list.
Segment Your Email List to Reach Local Audiences
Once you’ve built your local email list, the next step is to make sure you’re sending the right message to the right people. Segmenting your email list is essential for reaching local audiences more effectively. Start by using geo-targeting features in your email marketing tools, which let you divide your list based on location. This way, you can send out special offers or events relevant only to your local shoppers, like in-store events or local delivery options. Personalizing your subject lines and content with location-specific details (such as “Special Discount for [City Name] Shoppers”) makes your emails feel more personal and relevant.
Beyond location, you can also segment your list by customer behavior. For instance, you can create separate campaigns for repeat buyers, offering them loyalty rewards or exclusive promotions to keep them coming back. For new subscribers or customers who haven’t shopped in a while, you can craft targeted campaigns to re-engage them with local offers or events. Not only does this approach make your emails more appealing, but it also drives better results.
“Segmenting your email list is essential for reaching local audiences more effectively.”
– Technology Therapy® Group
3 Tips to Craft Strong Localized Email Campaigns
After you’ve segmented your list, it’s time to craft email campaigns that speak directly to your local audience. Here are three ways to do just that:
1. Highlight Upcoming Community Events and Collaborations
Whether it’s an in-store pop-up, participation in a local fair, or a partnership with nearby businesses, emails are a perfect tool to keep your audience informed. For example, if you’re collaborating with a local artisan, spotlight this in your emails to draw attention to your community involvement and strengthen those local ties. Seasonal sales or exclusive in-store offers also resonate well, giving customers a reason to visit in person.
2. Create Location-Based Offers
Offer promotions like “20% off for [City Name] Shoppers” or provide an exclusive in-store discount to local customers. Incorporating a loyalty program that rewards repeat visits can also keep local shoppers coming back. Adding local cultural references or holiday mentions (such as “Celebrate [Local Event] with Our Special Offer”) makes the emails more relatable and appealing.
3. Run Seasonal and Holiday-Specific Campaigns
Back-to-school, autumn, and holiday-themed emails tailored to your community can be a great way to boost engagement. For instance, offering early access to holiday sales for local subscribers can create a sense of exclusivity. Promoting local events like Small Business Saturday is also an excellent opportunity to drive traffic to your store during key shopping seasons.
“Use your marketing emails to promote local events like Small Business Saturday. It’s an excellent opportunity to drive traffic to your store during key shopping seasons.”
– Technology Therapy® Group
How to Optimize Your Emails for Local Mobile Shoppers
With so many local shoppers checking emails on their phones while on the go, it’s crucial that your email content is mobile-friendly. To optimize for mobile, keep your design simple and easy to navigate. Larger fonts, concise text, and mobile-optimized images will ensure readability on smaller screens. Clear calls-to-action (CTAs) are also essential. For instance, using a large, easy-to-click CTA like “Shop Now” or “Visit Us Today” can make a big difference in encouraging engagement.
Adding location-based CTAs is another impactful strategy to target local customers. For example, include a “Visit Us Today” button that links directly to a map of your store, making it easy for customers to find you. You can also emphasize your local store hours or exclusive in-store offers to drive foot traffic. Consider promoting options like ‘reserve in-store’ or ‘buy online, pick up in-store’ to cater to local customers who prefer the convenience of shopping from home but want to pick up their purchases locally. By optimizing your emails for mobile, you can engage local shoppers more effectively and increase both in-store visits and online conversions.
Best Practices for Staying Connected with Local Shoppers
To build long-term relationships with local shoppers, regular and value-driven communication is a must. While it’s tempting to send emails often, it’s important to find the right balance so you don’t overwhelm your subscribers. Aim for consistency but focus on sending emails that provide genuine value. This could include sharing local news, highlighting your business’s community involvement, or promoting events you’re supporting. To keep your audience engaged beyond the holiday season, offer loyalty incentives that reward year-round support — whether through exclusive discounts or early access to sales.
Listening to your customers is also crucial. Encourage local shoppers to provide feedback on your emails and their overall experience with your store. You can use surveys or ask for direct input, which not only helps you improve but also shows your customers that their opinions matter. Don’t forget to review your email metrics regularly, including open rates, click-through rates, and conversions. These insights can help you tweak your email strategies, so your campaigns remain relevant and continue to drive engagement.
Level Up Your Local Email Campaigns
Need extra training to ensure your team is on its A-game with local email marketing? Invest in personalized group training sessions from TTG!
*DISCLAIMER: Links included in this article might be affiliate links. If you purchase a product or service with the links that we provide, TTG may receive a small commission. There is no additional charge to you!
