Email Marketing for Local Businesses: Who to Email and What to Send
Email is one of the cheapest ways to bring past customers back. The DMA’s 2025 UK benchmark, summarised by ProfileTree, reports £40.96 returned for every £1 spent, though that is a real-terms fall since 2021. Start with a simple list of customers who agreed to hear from you, send one useful email a month, set up your sender authentication, and follow UK consent rules.
Contents
- Why email still matters
- Who to email
- What to send
- How often
- What you need to set up first
- How to measure it
- Frequently asked questions
- Sources
Why email still matters
ProfileTree’s summary of the Data and Marketing Association’s 2025 UK benchmarking reports a return of £40.96 per £1 spent, up from £38.33 in 2021 but a real-terms fall once inflation is considered, an open rate of 35.9% and a unique click rate of 2.3%, pooled from six email providers. Treat these as UK benchmarks, not promises. Open rates are also unreliable because some email programs open messages automatically, so judge your emails on clicks, replies and enquiries.
Who to email
- Customers who agreed to hear from you.
- People who enquired and asked to be kept informed.
- Visitors who signed up on your website with a clear explanation of what they will receive.
Do not buy lists. UK rules on consent apply, so see UK rules for emailing and texting customers before you send.
What to send
| Purpose | When | |
|---|---|---|
| Welcome | Say thanks, set expectations and share one useful tip | Straight after sign-up |
| Thank you and review request | Thank the customer and ask for an honest review | A day or two after a job |
| Service or seasonal reminder | Remind customers about regular work | Before the usual busy time |
| Helpful tip or update | Share something useful and keep in touch | About monthly |
| Win-back | Reach customers who have not been in touch for a while | See how to win back past customers |
UK email specialists say a well-built automated sequence tends to outperform even a carefully written one-off campaign, and the strongest sequence, the welcome series, is the one most small businesses skip.
Want a second pair of eyes? Clariti Digital can review your setup and show you what to fix first.
How often
Start with a monthly email you can keep up, then adjust. One UK source suggests about one email a week is a sweet spot for many small businesses, and the same source reports that 57% of UK consumers unsubscribe because they receive too many emails. Your own unsubscribe and reply numbers are the best guide.
What you need to set up first
- A consent record: who agreed, when, how and to what wording.
- An unsubscribe link in every email, honoured at once.
- Sender authentication so your emails reach inboxes: see why business emails go to spam.
- A mobile-friendly layout. One UK source reports that about 62.9% of UK consumers read emails on their phones.
- A platform. One UK guide quotes about £20 to £50 a month for a decent platform with 1,000 subscribers. Check prices in pounds.
How to measure it
Count clicks, replies, enquiries and bookings that come from each email, and watch unsubscribes. If a type of email produces nothing, change it or stop. To compare with text messages, see email vs SMS marketing.
Frequently asked questions
Is email marketing worth it for a small local business?
UK benchmarks suggest it is a strong channel at low cost, but results depend on your list and your messages. Start small and measure enquiries.
How do I build an email list?
Ask customers at the end of a job or when they enquire, with a clear explanation and a tick box that is not pre-ticked. Do not buy lists.
How often should I email customers?
Start with monthly. Some UK sources suggest weekly, but too many emails cause unsubscribes. Watch your own numbers.
Do I need consent to email past customers?
Often yes, with a limited exception for existing customers. Check the rules; see UK rules for emailing and texting customers.
What should I put in the first email?
A thank you, what to expect and one useful tip.
How much does it cost?
One UK guide quotes about £20 to £50 a month for a platform with 1,000 subscribers. Check current prices.
Sources
- ProfileTree, Email marketing statistics: UK benchmarks for SMEs, checked 11 October 2026.
- Whito, UK email marketing statistics and mistakes, checked 11 October 2026.
- Whito, Email marketing ROI for UK small businesses, checked 11 October 2026.
- Prowess, Does SMS marketing increase sales for UK small businesses?, checked 11 October 2026.
- Information Commissioner’s Office, Guidance and resources, checked 11 October 2026.
Sam, Editor at Clariti Digital.
Related guides
- Email vs SMS marketing: How to choose between email and text messages.
- UK rules for emailing and texting: UK points to check before emailing or texting customers.
- Why business emails go to spam: Why business emails land in spam and how to fix it.
Need help with this?
Clariti Digital is a UK digital growth agency for established local businesses. We start with a diagnostic, then fix what holds back visibility, enquiries and trust. Call +44 7435 063827 or email sam@claritidigital.com.
This guide is general information, not legal advice.