When you run a local business, your time is limited. However, your opportunity to stay top-of-mind with customers doesn’t have to be. That’s where email automations come in. Instead of manually sending one-off messages or forgetting to follow up altogether, you can set up smart, personalized email flows that work in the background to welcome new customers, bring back old ones, and generate 5-star reviews automatically.
The best part? You don’t need a massive list or a complex CRM to get started. In this post, we’ll break down five essential email automations every local business should have. Whether you run a salon, gym, law firm, or HVAC company, these simple-but-powerful workflows can help you convert more leads, increase repeat visits, and keep your brand front and center.
1. The Welcome Series Email Automations
When someone first signs up for your emails, whether it’s through a contact form, online purchase, or in-person visit, that’s your golden moment. A well-crafted welcome email series is your chance to say: “We see you. We’re excited you’re here. Here’s how we can help.” It’s your first handshake and one of your highest-performing email automations.
Why it matters
- Open rates for welcome emails average 60–80%, far higher than regular email blasts.
- First impressions set the tone for how your brand is perceived—helpful, trustworthy, or forgettable.
- Early engagement leads to higher lifetime customer value and faster conversions.
For local businesses, it’s especially important. New subscribers might not know much about you yet and this series can bridge the gap between curiosity and commitment.
What to include
Email 1: The Warm Welcome
- Thank them for joining.
- Reinforce your brand’s personality.
- Share what kind of content they’ll receive (and how often).
- Include a clear CTA: visit your store, book an appointment, or follow on social.
Email 2: Build Trust and Showcase Value
- Feature a customer testimonial, award, or recent work.
- Link to your most helpful blog or FAQ.
- Invite a reply: “Have a question? Just hit reply and ask.”
Email 3: A Gentle Nudge (Offer or CTA)
- Include a time-sensitive incentive (discount, bonus, freebie).
- Make it easy to act—one CTA, one goal.
- Bonus: include a short video from the owner or team member for personal touch.
Setting up a welcome series might seem small, but it makes a big difference especially when you’re competing for attention in a crowded inbox. It’s the one automation that every local business should have running 24/7 no matter what. Space email automations one to two days apart for maximum engagement. And write in a warm, local tone. You’re not a faceless brand. You’re the people down the street.
2. The Re‑Engagement Series (Win Back Lost Customers)
Every business has them — customers who once loved what you do but haven’t interacted in months. Maybe life got busy, maybe they forgot, or maybe they found another option. The good news? Re‑engagement email automations can remind them why they chose you in the first place and bring them back before they’re gone for good.
Why it matters
- It’s cheaper to re‑engage than to re‑acquire. Winning back an existing customer often costs one‑fifth of finding a new one.
- It boosts your deliverability. Reconnecting with engaged subscribers helps keep your domain reputation strong.
- It turns quiet lists into active revenue again. Even a 5% win‑back rate can translate into meaningful profit for small businesses.
Local businesses benefit most from this email marketing strategy. That’s because your audience isn’t millions of faceless contacts. They’re your neighbors, former clients, and fans who already know your name.
What to include
Trigger: Subscriber hasn’t opened, clicked, or purchased in 60–120 days (customize to your cycle).
Email 1: The Friendly Check-In
- Subject: “Still interested in [service/product]?”
- Tone: Warm, human, not pushy.
- Content: Acknowledge the gap (“We noticed it’s been a while…”), include a link to new offerings, or ask for quick feedback.
Email 2: The Value Reminder
- Highlight what’s new: Recent improvements, new locations, testimonials, or seasonal services.
- Use a simple CTA: Book again, Shop now, or See what’s changed.
Email 3: The Offer (or Cleanup)
- Include a time‑sensitive offer or bonus to spark action.
- For unresponsive contacts, tell them you’ll remove them soon unless they opt back in. This keeps your list clean and compliant.
Re‑engagement email campaigns are about reminding, not pressuring. When done right, they rekindle relationships, refresh your list quality, and recover lost revenue automatically.
3. Birthday or Anniversary Emails (The Feel-Good Nudge)
There’s nothing like a thoughtful “happy birthday” or “thanks for being with us one year!” to remind customers you see them not just as names in your system, but as people. Birthday or anniversary email automations are one of the simplest ways to generate goodwill and repeat business without coming off as salesy.
Why it matters
- Birthday emails generate 3–5x more revenue than standard promotional emails.
- They show customers you care.
- They create a natural, low-pressure touchpoint that leads to bookings, visits, and word-of-mouth.
For local businesses, these emails feel even more personal. Whether you’re a hairstylist, gym, bakery, or dental office, you’re part of your customers’ community. Celebrating with them builds emotional loyalty and keeps you top-of-mind.
What to include
Timing: Automate these to send 1–3 days before the actual birthday or anniversary date.
Email 1: The Celebration Email
- Subject: “Happy Birthday from [Business Name]!” or “One Year with Us—Thanks for Sticking Around!”
- Personal greeting using their name.
- Special incentive: discount, free add-on, bonus item, or VIP perk.
- Booking or claim CTA (with a deadline).
Optional Email 2: The Reminder
- “Don’t forget to use your birthday treat!”
- Emphasize urgency (“Only 2 days left!”).
- Repeat CTA and link to book/redeem.
Even if you never run promotions otherwise, a birthday or anniversary message feels like a natural time to reach out. It’s not spam. It’s a celebration. And best of all, once these email automations are set up, they run without your involvement.
4. The Review Request
Online reviews aren’t just nice to have. They’re make-or-break for local businesses. Whether someone finds you on Google, Yelp, Facebook, or Bing, they’re checking what other people have to say before they ever call or click. The easiest way to build a steady stream of positive reviews? Automate the ask through email automations.
A review request flow ensures every happy customer gets a nudge to leave feedback without awkward conversations or manual follow-ups.
Why it matters
- Local reviews = local rankings. Google considers review volume and sentiment in its local algorithm.
- Social proof builds trust. A strong review profile increases conversions from search, ads, and word of mouth.
- Consistency beats bursts. Automating ensures a steady flow of feedback instead of “review droughts.”
Plus, asking for reviews manually is easy to forget (and uncomfortable for your team). With email automations, it becomes part of your system instead of another thing on your to-do list.
What to include
Trigger: Completed purchase, finished service, or resolved support case.
Email 1: Experience Check-In
- Subject: “How was your experience with [Business Name]?”
- Ask them to rate their experience (happy/not satisfied).
- Use buttons or links to segment responses.
Happy response path
- Direct them to your preferred review platform (Google, Facebook, etc.).
- Include step-by-step instructions or a 1-click link.
- Say thank you and let them know how much it helps.
Unhappy response path
- Route to a feedback form or internal contact.
- Offer a chance to resolve the issue offline.
- Keeps negative feedback private, builds goodwill.
When set up correctly, a review request automation turns great service into public proof and builds credibility for every future customer who finds you online.
Send the request within 1–2 days of service, when the experience is fresh. Make it mobile-friendly as most reviews happen on phones. So, use large buttons, not tiny links. Further, make sure you simplify the process. Preload the review URL and auto-fill name if possible. Finally, pick one platform first. Focus on Google unless you have an industry-specific review site (e.g., Healthgrades, Houzz).
5. Post‑Purchase or Post‑Service Follow-Up
Just because the job is done doesn’t mean the relationship is over. In fact, what you send after a customer buys or books can determine whether they come back again, refer others, or forget you altogether. Post-purchase or post-service email automations keeps the conversation going and turns one-time buyers into loyal fans.
Why it matters
- It boosts lifetime customer value. Quick “thank you” email automations can increase return visits, upgrades, and cross-sells.
- It opens the door to reviews and referrals. People are most likely to share when their experience is still fresh.
- It builds trust and professionalism. Showing up after the sale says you care about the whole experience and not just the invoice.
For local businesses, this email marketing is especially powerful. Whether you’re a contractor, hair stylist, auto shop, or accountant, a thoughtful follow-up sets you apart from competitors who disappear after payment.
What to include
Trigger: Service completion, checkout confirmation, appointment wrap-up
Email 1: Thank You and Next Steps
- Subject: “Thanks for choosing [Business Name]—what’s next”
- Sincere thank-you message.
- A quick summary or recap of what they received.
- Offer support or help (contact info, helpful links, or FAQs).
Optional Email 2: Education or Add-On
- Teach them how to get the most from your service or product.
- Link to a blog, video, or checklist.
- Introduce complementary services or products.
Email 3: Referral or Feedback Ask
- Ask for a review (if you didn’t already).
- Or offer a referral bonus/discount for sending someone your way.
- CTA: “Share your experience” or “Refer a friend, get $10 off”
With this series of email automations in place, you’re not just closing transactions but you’re opening long-term relationships. The post-service follow-up is your final impression and, when done well, it becomes the beginning of repeat business, referrals, and brand advocates.
Turn These Email Automations Into 24/7 Revenue Drivers
Email marketing doesn’t have to be complicated or time-consuming. With just a few simple email automations, your local business can consistently welcome new customers, reconnect with old ones, generate 5-star reviews, and encourage repeat visits without sending a single manual email.
Here’s a quick recap of the five automations every local business should have:
- The Welcome Series: Make a strong first impression and guide subscribers toward their first action.
- The Re-Engagement Series: Win back quiet contacts and turn them into returning customers.
- Birthday or Anniversary Emails: Strengthen emotional connection with timely, feel-good messages.
- Review Request Flow: Build a reliable stream of positive reviews to boost trust and local SEO.
- Post-Purchase Follow-Up: Keep customers engaged and open the door for upsells, referrals, and loyalty.
When these email automations are done right, they run in the background, creating more touchpoints, conversions, and brand trust while you stay focused on running your business.
Ready to Automate Like a Pro?
Whether you need help writing the copy, setting up the triggers, or choosing the right platform — 2oddballs Creative is here to help! Book a free meeting and let’s turn your inbox into a customer-converting machine.
