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You’re posting on Facebook. You’re trying TikTok. You’re replying to DMs and answering Google reviews at 10pm. But you’re missing the one marketing channel that gives you total control — your email list.

If you run a local business here on Long Island — whether you own a gym, a bar, a landscaping company, or an accounting firm — and you’ve never really invested in email marketing, this article is for you.

As someone who works with small businesses across Suffolk and Nassau every day, I can tell you:

Email is hands-down the most underused (and most powerful) tool in your marketing stack.

Why Email Gets Overlooked (And Why That’s a Mistake)

Many Long Island business owners tell me, “Email feels old school,” or “Our clients just follow us on Instagram.” Meanwhile, they spend hours each week posting to Facebook Groups, hoping someone sees it.

Here’s the problem: social media is rented land. Your email list is an asset you actually own.

Unlike Facebook or Instagram, where maybe 5% of your followers even see your post, email gives you direct, unfiltered access to the people who already chose to hear from you. And the stats don’t lie — email delivers an average ROI of $36 for every $1 spent.

Translation: if you’re not building an email list, you’re leaving money (and customer loyalty) on the table.

Why Email Marketing Works for Local Businesses

Direct inbox access. No algorithms. No guesswork. You write, they get it.
Higher conversion rates. Email outperforms social, especially when you’ve got a time-sensitive offer.
Stronger customer loyalty. Subscribers are warmer, more engaged, and more likely to return.
Low cost, high impact. Most email tools (including the one we recommend below) are free to start.

Whether you’re a med spa in Babylon, a contractor in East Islip, or a bagel shop in Commack, email marketing can help you:

Bring back repeat customers
Promote seasonal specials
Launch new services or menu items
Collect reviews and referrals

How to Build an Email List from Scratch (the Local Way)

1. Ask in person. Keep a tablet at your front desk or a clipboard at the register: “Want 10% off your next visit? Join our email list.”

2. Capture emails on your website. Add a simple form or pop-up: “Get our monthly home maintenance checklist” or “Be the first to know about wine tastings.” (When you’re building a new website, make sure your web design agency accounts for this.)

3. Use social to grow your list — not replace it. Run a giveaway: “Enter to win a free class/dinner/tax consult — must subscribe to enter.”

4. Create a lead magnet. Offer something valuable: a free checklist, a local guide, or a short email course. Example: a personal trainer could send a “7-Day At-Home Fitness Challenge” straight to someone’s inbox.

What Should You Send? (Ideas for Real Local Businesses)

Let’s break this down by business type:

For a Gym or Personal Trainer:

Weekly fitness tips
Nutrition advice
Free class invites
Member shout-outs

For an Accountant or Tax Pro:

Quarterly tax reminders
Small business finance tips
Deadline countdown emails
Free consultation offers

For a Home Contractor:

Seasonal maintenance checklists
Before & after project showcases
“Ask the expert” Q&A emails
Referral incentives

For a Restaurant or Bar:

New menu previews
Event announcements (trivia nights, live music)
VIP coupons for subscribers
Birthday specials

The key is balance: mix helpful content with occasional offers. Don’t just sell. Provide value.

How Often Should You Email?

Start with once a month. If you’ve got more to share (like promotions or tips), go bi-weekly. Weekly can work if the content is short and solid. Just be consistent — that builds trust.

Pro tip: Tuesdays tend to have great open rates. Avoid weekends unless you’re a hospitality biz with weekend-only deals.

The Tool That Makes It Easy: Kit (Our Pick)

We recommend Kit because it’s:

Ridiculously easy to use
Built for small businesses and creators
Free for up to 10,000 subscribers (yup, you read that right)
Comes with forms, landing pages, automations, and simple analytics

Want to set up a welcome email sequence or offer a downloadable guide? Kit makes it brain-dead simple.

We use it for our own projects, and it’s the first tool we recommend to clients who want to build a list without needing a full-time marketing person.