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Small business email marketing makeover: from a cluttered mess to a personal letter

By Becky McCray

Holder Drug

A pharmacy could do amazing email marketing because they are part of the community and their people know so many amazing things. Photo by Becky McCray.

 

Picture a really great small town pharmacy.* The people behind this pharmacy have a strong sense of ethics, are deeply involved in the community, and go to great lengths to be that special kind of business that matters to people’s lives. Their email newsletter, on the other hand, looks like a grocery store ad, packed with little boxes and graphics and mostly ads for products. In other words, it is useless, and it doesn’t match the pharmacy’s ethics.

*Based on a real business case I read about online. No, not the business in the photo. 

Improvement ideas:

  • Eliminate all boxes, ads and clutter.
  • Make it look like a personal email from the pharmacist to a valued customer.
  • Tell one story only per issue, and send one email per week.

Story ideas:

  • Community involvement: talk about what the business is doing to help support the community and explain the reason behind it. You’re in a small town. Community matters.
  • Strong ethics: choose one decision or ethical principle that matters to the business and explain why it matters. No need to reveal any personal info, just explain why things matter.
  • People: introduce each person who works at the pharmacy. Tell what they care about and like to do in off hours. Why do they choose to work here? Getting to know people is especially important in small communities.
  • Be useful: explain something useful pharmacists know that most people don’t, like when to throw away old medicines, where to dispose of them safely (which can be an issue in small towns), or what kind of questions you should ask when you pick up a prescription. Plenty of ideas that don’t involve offering actual medical advice.
  • Change voices but keep the style: allow other key staff people to take over one week and tell a story from their part of the business, but don’t ever abandon the personal style.

If your business has a crowded, cluttered mess you’re sending as email marketing to customers, do me a favor and test this more personal approach in your business for a full three months.

More email marketing basics:

  • Getting started with email marketing for small town businesses
  • Ways to build your email list

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About Becky McCray

Becky started Small Biz Survival in 2006 to share rural business and community building stories and ideas with other small town business people. She and her husband have a small cattle ranch and are lifelong entrepreneurs. Becky is an international speaker on small business and rural topics.
  • Zoom Towns: attracting and supporting remote workers in rural small towns - December 10, 2020
  • In an economic crisis, spend your brainpower before your dollars - November 25, 2020
  • Video: How to fill empty car dealership buildings for the holidays - November 6, 2020
  • How has 2020 changed the challenges rural small towns face? Tell us here - October 20, 2020
  • The Idea Friendly Method to surviving a business crisis - October 6, 2020
  • Join me for the Rural Renewal Symposium online Oct 13 - September 26, 2020
  • Cheap placemaking idea: instant murals - September 11, 2020
  • Refilling the rural business pipeline - July 7, 2020
  • Huge vacant buildings: grants to renovate? - June 9, 2020
  • Economic self defense for small towns  - June 7, 2020

March 14, 2016 Filed Under: entrepreneurship, marketing, rural Tagged With: service businesses

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  1. This Week's Trending Marketing Insights and Tips - Dex Media says:
    March 15, 2016 at 8:17 pm

    […] Small Business Email Marketing Makeover: From a Cluttered Mess to a Personal Letter (Small Biz Survival) […]

  2. #email #marketing | Rural New York Small Business Owner says:
    March 18, 2016 at 10:22 am

    […] something wrong Learn three ways to improve your email newsletter and five ideas to write about to build a better email newsletter for your small-town […]

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