Chain emails were all the rage back in the day, not just for the quirky stories or shocking messages they delivered, but because they knew how to grab attention. They played on curiosity, created a sense of urgency, and kept readers hooked until the very last line. Today, those same tactics can be used to create emails that capture attention and drive action for your local business. Let’s explore what makes a great email, how to craft messages that resonate, and what your customers are really looking for in their inbox.

How Great Emails Benefit Your Local Business

Great emails create real opportunities for connection, and thoughtful, genuine emails make readers feel like they’re part of your journey. Here are some ways strong emails can benefit your business (and help you connect on a deeper level.)

• They Build Trust and Loyalty. Emails provide a line to your customers’ inboxes, and when done right, they build trust. Instead of just pushing promotions, focus on building a relationship with your audience. This can look like simple check-ins, thank-you messages, or just sharing an interesting story about your business.
• They Drive Sales in a Friendly Way. Local businesses have the advantage of being a part of the community, so your emails don’t have to feel like a hard sell. Make your customers feel like they’re receiving something special, just for being there. Example: “We’ve reserved a little surprise for our most loyal customers. Come in this weekend and mention this email for a surprise discount!”
• They Keep Your Business Top of Mind. A regular, engaging email is a nice way to remind customers that you’re here and you’re a part of their world. Even if they’re not ready to buy right now, an email that shows interest in their experience keeps your brand warm in their minds when they are ready.

One of the greatest strengths of local businesses is their unique identity within the community. Bring that personality into your emails. Use your own voice, show behind-the-scenes snapshots, and highlight what makes your business and community special. The more genuine your emails feel, the stronger the connection you’ll build with your readers.

What to Learn from Chain Emails

Chain emails became popular because they sparked our curiosity and tapped into our desire to feel connected. These emails were quirky, fun, and personal. While they may seem outdated now, their techniques can still help you create emails that evoke interest. Here’s how you can too.

• Craft a Catchy Subject Line. A subject line is like the email’s handshake. Chain email writers knew this well, always leading with something surprising or intriguing to get that open. A subject line should pique curiosity, get people interested, and make them eager to read on.

Tips for a memorable subject line: Personalize where possible. Using a recipient’s name, interests, or recent activity can immediately grab their attention. A subject like, “Don’t miss this local favorite,” can also spark interest, especially if the recipient is already a fan of your brand.

• Start with a Hook. When you open an email, those first few lines should be interesting and conversational. This will be something that feels like you’re talking directly to the reader.

Try this: Begin with a question, share a little-known fact, or even relate to something unique in your customers’ lives. For example: “Did you know that our coffee beans travel over 2,000 miles to make it to your cup?” This kind of opening pulls readers into a story, giving them a reason to keep reading.

• Tell a Story. Those chain emails were experiences. They used storytelling to make a lasting impression. Your emails can do the same by falling back on real stories, from your business journey to customer experiences. Stories give your email a heartbeat, make it feel personal, and worth the read. (Read more on Using Your 5-Star Reviews As Social Proof.)

Storytelling tips: Focus on the human side of your business: Tell the story of how your business was founded, share a customer’s positive experience, or highlight a team member’s story. A photo of a product in action, or your team at work, can make your story more vivid and relatable.

Stay Consistent with Email Marketing For Success

One-off emails are great for special occasions, but the most successful local businesses build loyalty by consistently connecting with their audience. A monthly newsletter, for example, can update customers on what’s new, showcase community events, and share good news. Creating this routine shows your customers they’re valued, and regular contact builds anticipation for each new email. Consistency builds familiarity and trust over time.

Ready to show up for your customers? Just fill out the form below and let’s get started on a marketing strategy for your local business.