Big brands spend millions trying to sound personal and authentic in their email campaigns. Meanwhile, small business owners like you possess something money can't buy: the ability to build genuine, individual relationships with your customers. This authentic connection allows you to send emails that would feel manufactured coming from a corporation but land as heartfelt and meaningful when they come from someone who actually knows their customers. So why not leverage the heck out of that?
Here are 4 types of emails only small businesses like yours can send without sounding insincere:
The "I Was Just Thinking About You" Memory Email
When a small business owner says they were thinking about a customer, it's believable because they actually probably were. This approach references specific memories or conversations that prove genuine attention and care.
Best for: Past clients you haven't heard from in 3-6 months, dormant warm leads
Example: Let's say you're a landscape designer with lots of repeat business. Here's what you could send to past clients:
Subject: Remember that Japanese maple you were looking for?
Hi Laura,
I was at the nursery yesterday and saw the most gorgeous Japanese maple with the exact deep red leaves you were talking about during our consultation last spring. It got me wondering: did you ever end up planting one in your front yard like you were planning? I remember how excited you were about the idea of it framing your front window. If you're still thinking about it, this would actually be perfect timing for fall planting.
Either way, just curious how your garden is doing these days!
Best,
Misha
The "Behind the Curtain" Vulnerability Email
Small businesses can share genuine moments of challenge, learning, or triumph in ways that feel authentic rather than scripted. This vulnerability creates deeper connections because customers see the real human behind the business.
Best for: Current clients, email subscribers, local community
Example: You're a baker and your customers are from nearby neighborhoods. Here's what you could send to your customers after a small fiasco:
Subject: Tuesday's bread-baking adventure (and why I love North Woods)
Hi friends,
I had to share what happened this week because it perfectly captures why I love what we do here.
Our main oven decided to break down Tuesday morning at 4 AM, which is exactly when we start our first bakes. I was freaking out, thinking we'd have to close for the day before the day even started. But then something amazing happened. When I posted about it on our Instagram story, three regular customers immediately offered their home ovens, and Mrs. Chen from the Fernwood Catering next door brought over her industrial mixer. We ended up baking Tuesday's orders in four different kitchens around the neighborhood.
It was chaotic, and we had folks running around town, but the breads turned out perfect, and I've never felt more grateful for this community. You didn't just save our Tuesday; you reminded me that we're not just a bakery, we're your neighbors.
The oven's fixed now, but I'll never forget Tuesday's neighborhood bread-baking adventure.
With more gratitude than I can ever express,
Jenna
The "Hyper-Local Connection" Email
This leverages your position in the community to create connections that feel personal and immediately relevant. Reference local events, shared experiences, or community knowledge that demonstrates you're truly embedded in the area.
Best for: Local cold leads, referrals, community members, past clients
Example: You're an accountant prepping for the upcoming tax season, and you are well-versed with your local small business' tax needs. Here's what you could send to local leads:
Subject: Fellow Maple Street business owner, are you ready for tax season?
Hi Fiona,
I'm Lisa from Cornerstone Accounting over on Oak Avenue. I was at the new coffee shop on Maple Street this morning (have you tried those cinnamon rolls yet?) and overheard two contractors talking about stress over the new tax changes. It reminded me that a lot of local business owners are feeling overwhelmed this year. I've been working with several contractors in our area and learned about some deductions specific to your type of work that many people don't know about.
If you'd like to grab coffee next week and chat about it, my treat. No pressure at all and I just want to help folks navigate the maze.
Let me know if you're interested!
Lisa 555-0123
The "I Set This Aside for You" Concierge Email
This treats customers like a personal shopper would: with individual attention and specific consideration. Reference something specific they mentioned about their preferences, then connect it to something new you've encountered.
Best for: Warm leads, repeat customers, people who shared specific preferences
Example: You're a boutique shop owner with custom pieces that come in each week that most people won't see if they don't stop by. Here's what you could send to generate foot traffic:
Subject: Just came in and I thought of your hunt for a cobalt dress!
Hi Jessica,
You mentioned you were looking for a cobalt blue dress the last time you were in-store and you won't believe what just came in yesterday. This gorgeous piece shipped in from one of our local designers and has POCKETS (I flipped when I saw that).
I took a quick photo: [photo link]
Want me to hold it behind the counter until Saturday? If it's not quite your style, no problem at all, just let me know. This designer sent in a whole rack of dresses so we have lots of options!
Jamie
Maple & Main Boutique
The secret sauce: Your CRM.
Keep notes about customer preferences, family details, and casual conversation topics. Your CRM can be customized to store whatever information you need, so in addition to storing all the core contact details, save all the notes that can let you add a personal touch to all future interactions.
Logging these emails, calls, and conversations in your clients' histories will also let you time these emails when they'll feel natural and helpful, not just when you need sales. The best relationship-building emails often have no immediate ask.
Large corporations simply cannot replicate this level of authentic, personal connection. That's not just a nice touch -- it's your competitive advantage.
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