If you’re running a small business in the Cotswolds, chances are you rely on loyal customers, word of mouth, and a strong sense of local community. But staying front of mind can be tough, especially when footfall is seasonal or you’re juggling several other priorities.
That is where email marketing comes in. It is a simple and affordable way to stay connected with your customers, share what is new, and gently encourage repeat business. Whether you are a florist in Bourton, a café in Cirencester, or a homeware shop in Tetbury, email can help you grow while keeping that personal touch.
1. Why Email Marketing is Hugely Underrated
Despite the rise of social media, email marketing remains one of the most effective, direct, and cost-efficient ways to reach your customers. For small businesses in the Cotswolds, where word-of-mouth, loyalty, and personal touch are everything, email offers a golden opportunity to build stronger relationships and grow sustainably.
2. What Is Email Marketing?
Email marketing is the practice of sending messages to a group of people using email. It can be used to share offers, news, stories, reminders, or even just a kind note to stay in touch. Done well, it is like a friendly nudge in your customer’s inbox that says, “We’re still here and we’ve got something for you.”
3. Why Email Works So Well For Small, Local Businesses
- Direct access. You are not fighting social algorithms or ad blockers. You are landing in a space your customers check every day.
- Cost-effective. Unlike print ads or paid social, email has a low cost per send.
- Personal touch. You can tailor content to specific customers or interests.
- Relationship-building. Regular emails help people know, like, and trust your business.
Email builds connection. And connection builds loyalty.
4. How To Get Started With Email Marketing
Here is a simple roadmap to get your first emails out the door:
- Choose a platform (see recommendations below)
- Design a basic email template with your logo, colours, and contact information
- Start collecting email addresses
- Write something worth reading
- Send it and review how it performs
You do not need to get everything perfect. Consistency and relevance matter more than polish at this stage.
5. Use Cases: How Email Can Help Your Business
Here are a few practical ways small businesses in the Cotswolds can use email:
- Retail. Promote seasonal collections, special discounts, or exclusive shopping events.
- Cafés and hospitality. Send weekly specials, booking links, or event invites.
- Wellness and beauty. Remind clients of appointments, offer post-treatment tips, or launch loyalty schemes.
- Local services. Share testimonials, before-and-after stories, or “meet the team” emails.
- Events and markets. Build anticipation, share behind-the-scenes updates, or follow up with highlights.
6. Challenges and Opportunities of Marketing in the Cotswolds
Marketing in a beautiful, rural area like the Cotswolds has unique quirks:
- Lower population density means smaller potential lists. But local customers often stay loyal for the long term.
- Word-of-mouth culture makes email a powerful amplifier for your best advocates.
- Seasonality. Many businesses experience peaks and dips. Email helps smooth these out with timely campaigns.
- Tourism. You can collect visitor emails and keep in touch long after their trip ends. This turns one-time buyers into repeat customers.
Even if your list is small, your impact can still be significant.
7. How to Build an Email List Locally Without Being Spammy
Growing your list should feel natural. It should always be based on permission and trust.
- Add a sign-up form to your website with a small incentive such as a welcome offer
- Use QR codes on flyers, menus, or at the till to encourage sign-ups
- Collect names at markets, events, or workshops using a paper form
- Invite your social media followers to join your list
- Collaborate with other local businesses to share audiences (ethically and with permission)
Always be transparent about how you will use their email. Make it easy to unsubscribe. People will respect your honesty.
8. Tips for Writing Emails People Actually Want to Read
Your customers do not owe you their attention. You have to earn it.
- Write like a real person, not a marketing machine
- Reference local details like weather, locations, or events
- Keep emails short and easy to skim
- Use a clear subject line that tells them why they should open it
- Always include a clear call to action, such as “Book now” or “Pop in this week”
- Avoid sending constant sales pitches. A good balance is 70 percent value and 30 percent promotion
The best emails feel personal and helpful, not pushy.
9. Top 10 Email Marketing Platforms for Small Businesses
| Platform | Best for | Notes |
|---|---|---|
| Mailchimp | Beginners | Easy to use. Free for up to 500 contacts |
| MailerLite | Simplicity and affordability | Drag-and-drop editor with a generous free plan |
| Flodesk | Stylish designs | Clean visuals and flat pricing |
| ConvertKit | Creators and solo brands | Powerful automation and tagging |
| Brevo | All-in-one marketing | Includes SMS and basic CRM features |
| Moosend | Budget-friendly | Lots of features for a low cost |
| TinyEmail | Micro-businesses | Straightforward and simple |
| Campaign Monitor | Agencies and designers | Elegant templates and scheduling tools |
| ActiveCampaign | Advanced users | Best for automation and CRM integration |
| Klaviyo | Online shops | Perfect for ecommerce and Shopify connections |
Start with a simple tool. You can always scale later.
10. Final Thoughts. Start Small. Stay Consistent. Grow with Confidence
If you run a small business in the Cotswolds, email marketing and digital marketing on the whole could be your most valuable tool. It is personal. It is affordable. And it helps you build lasting relationships with people who already love what you do.
Start with one email per month. Speak in your own voice. Offer something genuinely useful or thoughtful. And treat your readers like people, not leads.
In time, your email list will become more than just a collection of names. It will become a trusted community that wants to support you again and again.
