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. What Is Email Marketing?
Put very simply, 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.” The mechanism for sending the emails and the content contained within them all form part of an email marketing strategy.
2. Why Email Marketing is Hugely Underrated
Despite the continued growth 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.
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 that your customers check every day.
Cost-effective – Unlike print ads or paid social, email has a low cost per send. There is usually a modest monthly fee for the software.
Personal touch – You can tailor content to specific customers and their 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
If you are just getting started, here is a straightforward plan to help you send your first marketing emails with confidence.
Choose a platform
Pick an email marketing tool that suits your needs and budget. There are dozens of good options for small businesses, which vary in pricing and features depending on what you need. Look for something that offers easy-to-use templates and integrates with your website or booking system.
Set up a basic template
Create a reusable email design that includes your logo, brand colours, and contact details. This will save time and help your emails feel more professional and familiar to your customers.
Start collecting email addresses
Add a sign-up form to your website or integrate email software with your booking process. If you have a physical premises or don’t collect emails online, there are some smart ways to collect those emails too (more details in section 7).
Write something worth reading
Share something useful, timely, or personal. This might be an update from your business, a seasonal tip, or a local recommendation. Keep it short and conversational, and always include a clear next step. More tips in section 8.
Send your first email and learn from it
Once it is out in the world, check how it performed. Look at how many people opened it, clicked on it, or signed up as a result. Use what you learn to make the next one even better.
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
Retail
Use email to bring your customers back through the door. Share your latest seasonal collections, announce early access to new arrivals, or send out exclusive discount codes for loyal subscribers.
Cafés and hospitality
Keep your regulars in the loop by sending out your weekly specials, new menu launches, or links to book a table.
Wellness and beauty
Use email reminders to reduce no-shows and keep your calendar full. Promote new services, introduce loyalty perks, or share seasonal advice.
Local services
From builders to photographers to tutors, email helps you stay connected between jobs. Share testimonials, before-and-after results, or quarterly updates.
Events and markets
Build buzz before the event and stay connected afterward with thank you messages, favourite moments, and follow-up invites.
6. Challenges and Opportunities of Marketing in the Cotswolds
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.
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 like a natural extension of how you already connect with your customers. It should always be built on permission and trust.
Make it part of everyday interactions
- Add a small sign at the till inviting people to sign up for perks.
- Offer rewards like early access to seasonal products or a prize draw.
- Use a paper form at markets or events.
- Set up your Wi-Fi to request an email before granting access.
Add easy digital touchpoints
- Place a sign-up form on your website.
- Use QR codes on printed materials to lead people to your form.
- Invite your social followers to join your list.
- Integrate your booking system with your CRM.
Create simple incentives
- A one-time welcome offer
- Behind-the-scenes updates
- Invitations to events
- Helpful tips or seasonal guides
Collaborate thoughtfully
Partner with other trusted local businesses to ethically grow your lists together.
Be transparent about how you will use someone’s email. Make it easy to unsubscribe. Trust builds a stronger list.
8. Tips for Writing Emails People Actually Want to Read
Your customers do not owe you their attention. Each email must earn its place by being relevant and respectful.
Write like a real person. Avoid jargon. Keep your tone warm, conversational, and human.
Make it feel local. Mention things your readers will recognise – the weather, local events, or village news.
Keep it short and easy to skim. Use short sentences, simple language, and clear formatting.
Write a subject line that tells them what to expect. Be specific and helpful – say what’s inside.
Include a clear next step. Guide the reader towards an action; book, visit, reply, or click.
Offer value more often than you promote. Focus on helpful content most of the time. Promote only occasionally.
The best emails feel personal and helpful. When you get that balance right, people will look forward to hearing from you.
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, 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 |
| Moosend | Budget-friendly | Lots of features for 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 | Ideal for ecommerce and Shopify |
Start with a simple tool. You can always scale later. Let me know if you’d like some help choosing or you can read more detail on those platforms here.
10. Final Thoughts. Start Small. Stay Consistent. Grow with Confidence
If you run a small business in the Cotswolds, email marketing and digital marketing could be your most valuable tools. 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.
