5 Email Copywriting Templates for Small Businesses – Updated for 2026

Emails aren’t dead; bad emails are. If you’re planning on sending emails to your customers, getting your content right is one of the most important things you can do. 

Writing emails from scratch can be time-consuming for small business owners, but copywriting templates make it much easier to send that email quickly, while still sounding like something your customers will actually want to read. 

If you’re thinking whether email marketing is the right approach for your small business, I’m here to say that it is. The truth is, you don’t need dozens of templates to complete your email marketing strategy, just five strong ones that actually work. 

Here are 5 email copywriting templates for small businesses that won’t sound like they were written by AI. And if you need extra help in customising, consider getting email copywriting services in Perth to improve them. 

Enjoy! 

Why Does My Small Business Need These Email Copywriting Templates? 

Australia has one of the highest email click rates in the world at 2.35%. This means that customers in Australia have a higher chance of clicking on a link inside your emails (i.e. booking links, blog links, product links, etc). 

Particularly for small businesses, emails are a great way to connect with customers on a personal level, as if you’re speaking to them directly. There are also endless possibilities for customisation, like addressing your readers by their name, recommending products based on their activity on your website, and giving VIPs exclusive presales.

Emails are also a simple, low-commitment option that’s accessible to small businesses even without a big marketing budget. In fact, companies have claimed that automated welcome emails, abandoned cart emails, and birthday emails contribute to over 40% of their email marketing revenue. 

Copywriting Tips for Email Marketing: Read This Before You Send! 

Don’t make mistakes that could reduce your open rate, put you in spam, or even get you fined. Here are some tips and warnings before you click ‘send’. 

• Have a catchy subheading. It is the first thing that your readers will see. 
• Don’t send too many emails. Depending on your audience, I recommend once every 3 weeks. 
• Design your email for mobile phones. 54% of Australians check their emails on their smartphones.  
• Personalise these email templates as much as possible for your business and your customers. Customise and don’t copy! 
• Test, test, test! Use email platforms that can allow you to test subject lines, layout, and content. 
• Have a clear call to action. What do you want your readers to do after reading the email? 
• Do not spam! Always get your consumer’s email consent and comply with Australia’s Spam Act 2023. 

5 Copywriting Email Templates for Small Businesses

Welcome Email Marketing Template

What is it: First impressions matter. A welcome email helps you build trust and connection with your customers. If you operate a technical service business (i.e. financial provider, chiropractor, dentist), it’s also a great email to let your customers know what you need from them / what to expect before their first appointment. 

When to send: Immediately after they have signed up on your website, made a booking, or provided you with their email online. 

What works: Show your brand’s personality and make sure your emails are as informative as possible. 

Example: 

Subject: Welcome to the Family! We’re Glad You’re Here

Hi [First Name],

Thank you for joining the [Business Name] community! We’re thrilled to have you on board.
As a small business, your support means a lot to us. This email means you’re officially in our newsletter (we promise not to spam!). Here are some of the emails that you can look forward to from us:

– Helpful tips and updates delivered straight to your inbox
– Birthday wishes (and a treat!)
– First dibs on any sale or discounts on our product

If you’ve just booked an appointment or made a purchase, you’ll receive a confirmation email with all the details shortly. In the meantime, here are some resources you can explore:

[Link to your website, portal, or service page]
[Link to FAQs or contact page]

If you have any questions, our team is always here. Simply reply to this email or reach us at [Contact Email or Phone Number].

Welcome again, and stay tuned!

Warm regards,
The [Business Name] Team
[Website URL] | [Social Media Links]

Promotional / Sales Email Template

What is it: Promotional emails are used to drive immediate sales, bookings, or enquiries, especially during periods like Black Friday or EOFY. 

When to send: During sales seasons or to celebrate a business milestone (i.e. anniversary)

What works: Clear call to actions, bold display of your sales, and a sense of urgency. Use bright colours for your buttons. 

Example:

Subject: Hi, Our Once-a-Year Sale Just Went Live!

Hi [First Name],

Our [Name of Sale] Sale has just started, and you’re the first to know!

For a limited time only, you can enjoy up to 60% off our [products/services]. There’s no better time now than to [treat yourself / book an appointment / refresh your look / get ahead of your goals / stock up on your favourites].

Here’s what’s waiting for you. Blink and you’ll miss it!
[Offer #1 – i.e. “Save 25% on all whitening treatments”]
[Offer #2 – i.e. “Buy one, get one 50% off select products”]
[Offer #3 – i.e. “Free gift with every booking over $100”]

The sale doesn’t officially go live until tomorrow at 8 am AWST, so you have 24 hours to grab what you need first before the general public gets in on it. Don’t wait until they’re gone!

[Shop the Sale]

Cheers,
The [Business Name] Team
[Website URL] | [Contact Info]

Abandoned Cart Email Template

What is it: Abandoned cart email is used for customers who were browsing your site but didn’t make a purchase or booking. These emails are extremely effective in reminding and enticing customers to make a purchase. 

When to send: A day after customers have browsed a particular product or service on your website 

What works: Give more information about the product or service, and entice customers with ‘sweeteners’ (i.e. discounts, refunds, or free shipping). 

Example: 

Subject: Spotted something you liked? We’ve saved it for you.

Hi [First Name],

Were you checking out [Product/Service Name]? If you’d like to see it again, we’ve saved it for you!

Here’s a little reminder of what’s waiting for you with just a click away

[Insert Product/Service Name]
[Insert short product or service description – i.e. “Our most luxurious spa treatment for couples who want to reconnect and rejuvenate!”]

To make it even better, we’re offering a free mystery gift (worth $100) when you complete your booking. But hurry, this offer is only available for the next 48 hours!

[Complete Your Purchase]

Here’s what our customers are saying:
“[Short testimonial quote]”

Don’t miss it!

Best Regards,
The [Business Name] Team
[Website URL] | [Contact Info]

Win-Back Email Template

What is it: To re-engage or connect with customers who haven’t interacted with your business in a while. These are good emails to remind your customers of what you can offer them.  

When to send: Usually, 3 months after your customer has gone quiet. 

What works: Appeal to their pain points. Talk about how your product/service can actually help them solve their problems. Test your emails and send different emails to different consumer types where necessary. You should also consider including a strong incentive for them. 

Example: 

Subject: Hello [First Name], it’s been a while …

Hi [First Name],

It’s been 3 months since we last saw you, but hey, we understand! Life gets busy, but your [end results / goals / business] still matter to us.

At [Business Name], we want to make it easy for you to get back on track. If you’d like to start [e.g. keeping your teeth healthy, improving your wellbeing, feeling confident again], we’re right here with you.

And to help you return with a smile, here’s something special just for you: Book your next appointment within 48 hours, and you can enjoy 15% off!

How’s that for a nice gift?

[Book Now] | [Shop Now]

Let’s pick up where we left off.

Best Regards,
The [Business Name] Team
[Website URL] | [Contact Info]

Seasonal Email Template

What is it: Marketing emails sent during the holidays or festive periods. These emails are typically designed to be feel-good and are used to entice customers to buy or visit your store. 

When to send: During festive seasons (i.e. Christmas, Easter, Mother’s Day, Father’s Day) 

What works: Use emotions and align your email with the launch of new products or services during this time to give your email some content. Use festive tones or themes, and have clear links and buttons. 

Example:

Subject: Here’s a Treat Your Mum Will Love This Mother’s Day

Hi [First Name],

She’s your biggest supporter, your best listener, and the one who always knows just what to say. This Mother’s Day, show her how much she means to you with something she’ll truly love.

Shop our Mother’s Day Special today at [insert business name]!

Mother’s Day Special: [insert product or service here]

Prefer to let her choose? No worries. Our gift cards start from $50, so there’s definitely something for everyone.

[Shop Gift Cards]

Wishing you a wonderful Mother’s Day with mum xxx.

The [Business Name] Team
[Website URL] | [Contact Info]

Making The Most Out of Your Email Copywriting Template

The best emails should always be personalised to your brand and your customers. Remember to add more information to your emails as needed, and adapt them as your needs and your customers change. 

If you’re ever stuck with refining these emails, it may be time to get a copywriter’s help. Feel free to get in touch with Inkspot Marketing or learn more about my email copywriting services in Perth.

Frequently Asked Questions 

What are the best email copywriting templates for small businesses?
Businesses should use five email copywriting templates: welcome email, promotional emails, abandoned cart emails, win-back emails, and seasonal emails. Even if you start with just 3 to 4 templates (i.e. welcome, promo, newsletter, abandoned cart), you’ll cover half of what a small business needs. You can add the rest as you grow.

How do I write a welcome email marketing template that converts?
Always stay warm and informative in your welcome emails. Just like meeting a customer for the first time, these emails help customers get to know you better (who you are, what you stand for, what personality you have as a business). These emails are also ideal for informing your customers about what you need from them and what to expect. 

Can I reuse email templates for different customers?
Yes, you can. But if your customer base is highly varied (i.e. your customers range from 50-year-old men to 21-year-old women), then you should consider having a different tone. This strategy will help you sound more relatable and position different products or services that each target customer might find more appealing.  

How often should I send marketing emails to my customers?
You should send emails once every 3 weeks, but this depends on your company’s bandwidth and whether you have great content to justify the email. A big mistake small businesses make is sending out emails for the sake of it, just to meet a target number. Remember to focus on providing valuable information and quality over quantity. 

What makes a good promotional email for small businesses?
Clear call-to-action, attractive promotions, great email design, and an enticing email subject. Promotions don’t happen often, and you’ll want to maximise your chances by playing on the urgency of the sale (i.e. limited spots available). Don’t forget to also time your promotional email right to capture more sales.