The Case for Email Marketing

Social media algorithms change. Ad costs rise. But your email list is yours — no algorithm, no pay-to-play, no platform risk.

The Numbers

• Email marketing delivers $36 ROI for every $1 spent (DMA 2023)
• Local businesses average 21-25% open rates — higher than national brands
• 91% of consumers check email daily
• A customer who bought from you once is 9x more likely to buy again

What Local Businesses Use Email For

1. Announcements — new hours, new menu items, seasonal specials
2. Promotions — "slow Tuesday" discounts, flash sales
3. Nurturing — educating prospects who aren't ready to buy
4. Reactivation — bringing back customers who haven't visited in 90+ days
5. Reviews — automated post-visit review requests

The Right Platform

For under 5,000 subscribers: Mailchimp (free tier), Klaviyo, or MailerLite. All integrate with most POS systems.

In-Person List Building Strategies

1. Point of Sale Ask

"Can I get your email to send you our specials and exclusive offers?" Simple, direct, works.

2. Paper Sign-In Sheet

Works for waiting rooms, service bays, salons. Laminate a simple form: Name, Email, Phone, OK to receive specials? □

3. WiFi Login Gate

Offer free WiFi that requires email sign-up. Tools: Beambox, Bloom Intelligence, Stampede.

4. Loyalty Program

Digital punch cards (Stamp Me, Loopy Loyalty) collect emails automatically at enrollment.

5. Contest / Giveaway

"Drop your email for a chance to win [monthly prize]" — physical bowl or digital QR code form.

The Key Rule

Always get explicit consent. Say "I'll use this to send you exclusive offers and news about [business name]." This satisfies CAN-SPAM and reduces spam complaints.