The other night, over a cup of tea, I was talking with a business owner from Clyde who sells handmade homewares.

Her products are beautiful, unique, and she’s got a few listings online but she doesn’t sell through an e-commerce store. “I’m not a digital business,” she said, “so do email flows even matter?”

The answer? Absolutely.

Especially if you’ve got a website, a Facebook page, or anywhere people can get in touch.

Great email marketing isn’t just for big online stores. It’s about making the most of the interest you do get and helping potential customers take the next step whatever that looks like for you.

Even big-name brands like Lomi (with their flash websites and full marketing teams) still miss a few tricks, and when their email marketing was reviewed, it turned out some small tweaks could make a big difference.

1. First impressions count

Lomi’s first email lands straight after someone signs up, great timing.

Their subject line says, “Welcome to the Future of Waste Reduction.” It’s slick and sounds smart. But it misses a trick, it doesn’t actually say what’s in it for the reader.

What can you take away?

If you’re offering something (even just info or a friendly hello), say it early, in your subject line and your first sentence. For example: “Thanks for joining - here’s your $10 voucher” or “Welcome! Your event guide is inside.” 

This helps increase your open rate and helps with conversions.

One more thing: Don’t confuse your reader. Lomi mentions two offers.

The header promotes a $50 Pela Case gift card, while the body copy offers $25 off with a code, and it creates uncertainty. When people aren’t sure, they pause. And pausing often means never coming back.

Tip for locals: If you’re doing a giveaway or special deal, keep it simple. One offer, one action. For example: “Reply to this email and get a free sample next time you’re in-store.”

2. Don’t let the excitement drop off

Lomi’s second email comes two hours later (nice timing again). It dives into their mission, cutting food waste and climate change and shows real-life benefits: cleaner kitchens, healthy soil, less smell.

But they forget to mention the offer again. That little discount or perk from the first email? Gone. People forget fast. It’s like putting out free biscuits, then hiding them behind the till.

Your move?

Remind them what they signed up for. If you’ve got a freebie, a guide, a discount or even a story worth reading. Mention it again. People skim, scroll, and need that nudge.

Also, using words like “easy,” “quick,” or “no-fuss” helps build trust. Most people aren’t looking for complicated. They want helpful.

3. Be human, it works

In their third email, Lomi sends a plain text message from their CEO. It’s heartfelt, straight-talking, and builds real connection.

This works so well for small towns like ours. If you’ve got a name and face behind the brand. Use it. Send a note “from the owner” or share your story in a way that feels like a chat, not a sales pitch.

Only problem? The offer (yep, that one again) is buried way down the bottom. In a world of short attention spans, lead with your best stuff.

Wrapping it all up

What I love about Lomi’s approach is that it feels real. The visuals are nice, the tone is human, and they care about their mission. Sound familiar? That’s most businesses around here.

Even if you’re not selling online, email is a powerful way to build trust and stay top of mind. A welcome message, a reminder, a behind-the-scenes story, it all adds up. Whether it’s to drive foot traffic, bookings, or just grow your community.

So if you’ve got people signing up, messaging your page, or popping into your inbox, don’t leave them hanging. A little email love goes a long way.