What if I told you one of the most valuable marketing tools you have is one you may use least effectively and even least often? Would you believe me? Let’s take a look at the facts around email marketing.

If email marketing is so effective, why is it still underutilized?

  • You don’t want to seem “spammy.”
  • You’re already using social media.
  • You don’t have a contact list with email addresses.
  • Writing emails takes too long!

Fair enough. Getting started with any new marketing activity is the hardest part. The same goes for email marketing. So we’re here to help, with 5 of the most common emails you’ll need to better market your business.

5 Email Marketing Templates to Have on Hand

1. A Welcome Email

We mentioned that learning how to build a contact list is one of the biggest barriers to entry for any email marketer. Because doing it correctly takes time and effort.

Once you add someone to your list, the biggest mistake you can make is failing to follow up with a welcome email. If a contact has given you express permission to communicate to them via email, take advantage of that as soon as possible so you can keep them engaged with your brand.

A solid welcome email includes a few elements:

  • A sincere “Thank You” for signing up
  • Some information about what’s to come
  • An introductory offer

If you own a boutique, it might look something like this:

(Contact name),

Welcome! And thank you for subscribing to (business name)’s communications.

We look forward to keeping in touch. You’ve signed up to receive our regular newsletter and special offers. So you’ll be stylin’ in no time!

Speaking of special offers, we hope you’ll take advantage of our welcome offer! Take 25% off your first purchase, and visit us in person for a free style consultation if you do so within two weeks of this message. Show this email to redeem.


(Business name)

2. Regular Newsletters

Consistency is a critical part of keeping your contacts, leads and customers engaged with your brand. A regular email newsletter is a great way to hold yourself accountable when it comes to keeping up a regular communication rhythm with your list.

Most local businesses choose to send e-newsletters weekly or monthly. The frequency you choose should depend on the length of your sales cycle, how frequently you do business with most of your customers, and the nature of your product or service. If you sell something that people want or need pretty often, and at a somewhat low purchase price, consider a higher frequency of communications so you stay top of mind. If you sell higher-dollar items that require longer time frames for consideration, lower your email frequency so you don’t become a pest.

What to include in your e-newsletter:

  • What your business has been up to, and any current news
  • Special or seasonal offers
  • Reminders about how to get in touch with you or buy from you

If you run a grooming service, it might look something like this:

(Business name) friends,

A lot’s been happening at (business name) this (month/week)! We recently introduced the new Oodles of Poodles shampoo into our premium grooming package, and we’ve already had more than 25 perky pups leave primped and pampered.

If you haven’t brought your furry friend in lately, now’s the time to try out any number of new scents and services. This month only, we’re offering 10% off our top grooming package if you mention the code word: Oodles.

As a special reminder, we’ll be closed during the upcoming President’s Day holiday, Monday, February 19. So book your next appointment soon!

Happy trails and tails,

(Business name)

3. A Permission Pass

Of all commonly used marketing emails, the permission pass is the one most hotly debated. Why? Marketers are scared of being unsubscribed. A permission pass is an email you send to cold contacts, or even all of your contacts, asking if they’d like to continue receiving communications from your business.

Why you should use a permission pass:

  • They help you scrub your contact list and remove any email addresses that shouldn’t be there.
  • They help you re-engage cold contacts by getting their buy-in to stay in touch.

Consider sending one of these about every 6 months to a year. For best results, keep it short, polite and to-the-point.

If you run a gym, it might look something like this:

(Contact name),

At (business name), we want to make sure we’re giving our contacts and customers what they’re looking for when it comes to leading healthier, happier lives.

That’s why every now and then, we like to check in and see how you’re doing.

If you no longer want to hear from us, feel free to let us know. Or if you’re thinking now’s the time for a new you, reach out and ask how we can help!

In good health,

(Business name)

Pro tip: Don’t forget, any emails you send need to be in compliance with the CAN-SPAM Act. This means all of your marketing and promotional emails need to include the option to unsubscribe from your list. And once someone clicks that button, you need to remove them within 30 days.

4. Special Offers

61% of consumers enjoy receiving promotional emails weekly. And 38% want them even more often. Though you’re hopefully including promotions and special offers in your e-newsletters, a one-off offer every now and again can easily entice a more ready-to-buy consumer into action.

Common offers:

  • Free consultation
  • BOGO – Buy one, get one
  • Take a percentage off
  • Free shipping
  • Gift card with purchase

When drafting emails with special offers, get right to the point. Include a quick reminder about what you do in the beginning of your email, then share the offer.

If you manage a lawncare business, your special offers may look something like this:

(Contact name),

Groundhog Day just passed, and it seems our little friends are at odds with their weather predictions. Whether we’re in for 6 more weeks of winter or not, your lawn needs love now to look bright and beautiful come Spring!

Special Offer: Schedule your free consultation in the next week, and receive 50% off your first lawn service.


(Business name)

5. A Thank You

What happens to your customers after the sale? Do you collect payment, send them on their way, then let them hang out in your contact list among everyone else? If so, you’re wasting a huge opportunity to convert these customers into repeat business.

Even if you share a receipt after each sale (in person, by text, or via email), you should still take the opportunity to dive a little deeper. Receipts are often overlooked or deleted, whereas sincere thank you notes can make a greater impact.

Elements of a “Thank you” email:

  • (No surprise here…) An actual “Thank you!”
  • A reminder of how else you can be of service
  • An inquiry about how you did
  • A complementary offer

If you own a dental office, your “Thank you” email may look something like:

(Customer name),

Thank you for choosing Dexter’s Dental for your latest checkup. We enjoyed getting your pearly whites back to bright! Don’t forget to book your next appointment, for about 6 months from this visit. Regular teeth cleanings help prevent cavities and gum decay.

Your satisfaction is important to us. Reply to this email letting us know how we did, and feel free to leave us a shining review online if you were pleased with our service.

One last thing! Save this email for 10% off teeth whitening, if you book within a week of your recent visit.

Keep smiling,

(Business name)

How to Use These Email Templates

How do you handle business emails? These templates won’t do you much good without a dedicated email service provider to build them and store them, and a winning contact list to send them to.

Thryv brings the best of both worlds under the same roof, with text and email marketing, contact list management, and a heck of a lot more. Explore Thryv.