I have a two in one question here: Are there any email strategies specifically tailored for small, local businesses to stand out against larger competitors? Also How far in advance should I start promoting events or sales through email marketing?
Topic summary
A small business owner asks how to compete with larger brands via email and when to start promoting events or sales.
Timing recommendations:
- Sales/promotions: Begin 2-3 weeks in advance with reminder emails as the date approaches
- Events: Start 4-6 weeks out with a “save the date,” followed by detailed updates and reminders
- Suggested sequence: Initial teaser (2-3 weeks), full details (1 week), reminder (2-3 days), final push (day-of)
Strategies for small businesses:
- Leverage personalization by responding directly to customer emails and using a conversational tone
- Highlight local connections—mention your city, feature community members, and share behind-the-scenes content
- Build loyalty through thank-you messages, early access offers, and recognition of repeat customers
- Use the founder’s or employee’s voice to create authentic, relatable messaging
Multiple respondents emphasize that small businesses can outcompete larger brands by being more personal and community-focused. One contributor promotes an email automation tool (Retentionly) for Shopify users to streamline these campaigns.
Hello Miss Lola-Bloomstone
Great question! you don’t want to leave your people in the dark, but also you don’t want to be that person who reminds them about an event 8 months in advance. here’s the sweet spot:
- Sales and Promotions: Start sending emails 2-3 weeks ahead of time. that’s enough time for folks to get excited but not forget about it halfway through them, give them a couple of friendly reminders as it gets closer-‘‘hey, remember that sale? its almost here! Or if it’s really last-minute:’ Hey, you’ve got 2 hours to grab this deal!’(But, like, in a fun way.)
- Events: For events, give people a bit more time to clear their calendars. Aim for 4-6 weeks. you can drop a ‘‘Save the Data’’ email, then follow up with more juicy details as the event nears - like a sneak peek of the food or a list of special guests. that way, they’re counting down the days until the big day!
And once it’s all over, don’t forget to send a thank-you email. people love feeling appreciated and will be excited for your next event or sale.
And if you need my help you can drop me a mail here:
mjames06060@gmail.com
One advantage small, local businesses have over larger competitors in email is the ability to be more personal in their messaging. Remember, email is still a communication platform first. While a large competitor may not have the ability to solicit replies or questions from their audience, a local, smaller business can take the time to personally respond to messages and help their customers with their problems. You can also write your emails with a more personal tone, maybe having it bylined by a company founder or other employee. If those employees are members of your local businesses’ community that can make your brand feel even more personable in a way a large competitor can’t match.
To promote events or sales, you should create a sequence of emails to promote them. For events, especially ones that take some planning, giving customers about four weeks’ notice along with reminder messages make sense. For sales, the promotion time should be cut down to between a week and a few days.
Hey @lola-bloomstone ,
These are great questions and super relevant for small, local businesses trying to stay visible and build lasting customer relationships.
Standing out as a small brand
You don’t need big budgets to compete with big brands, just lean into what makes you unique:
- Share your story and show the human side of your business. A quick intro or behind-the-scenes photo goes a long way.
- Make it local. Mention your city, feature familiar places or regular customers, and build that hometown connection.
- Say thank you. Send a little surprise offer to returning customers or early access to your next sale, small touches build big loyalty.
Promoting events or sales by email
Here’s a timeline that works well for most promotions:
- 2 to 3 weeks out: Start with a teaser or save-the-date
- 1 week before: Send full details and a reason to care
- 2 to 3 days before: Reminder with a clear CTA
- Day-of: Final push to drive action
Retentionly – AI Email Marketing makes it easy to schedule these kinds of campaigns and set up automated flows:
Welcome emails for new subscribers, Thank-you messages after purchase, or Win-back nudges for people who haven’t ordered in a while. It’s simple to use, built specifically for Shopify, and you only pay for the emails you send.
You’re welcome to check out the Retentionly – AI Email Marketing app, I’d be happy to help you get started. We’ll even set up automation flows for your business at no extra cost.
Cheers,
Retentionly Team
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