In the world of digital marketing, your email list is one of the few assets you truly own. Unlike social media algorithms that can change overnight, email gives you a direct line to your Australian customers' inboxes, allowing you to build trust and drive sales on your own terms.
Building an email list from scratch might seem daunting, but by focusing on providing value and using the right tools, you can create a powerful marketing engine for your Brisbane business.
Prerequisites: What You’ll Need
Before we dive into the steps, ensure you have the following ready:- A Website: Somewhere to host your sign-up forms.
- An Email Service Provider (ESP): Tools like Mailchimp, HubSpot, or Klaviyo.
- A Lead Magnet idea: Something valuable to give away for free.
- Basic Branding: Your logo and brand colours.
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Step 1: Choose Your Email Service Provider (ESP)
Don't try to run a business email list from your personal Gmail or Outlook account. Not only is it unprofessional, but it also risks violating the Australian Spam Act 2003.Select an ESP that suits your budget and technical skills. For beginners, Mailchimp offers a user-friendly interface, while Klaviyo is the gold standard for Australian e-commerce stores using Shopify.
What you should see: Once you sign up, you should see a dashboard with options for 'Audience', 'Campaigns', and 'Automations'.Step 2: Create a Compelling Lead Magnet
People rarely give away their email addresses for nothing. You need an 'Ethical Bribe' or Lead Magnet. This is a free piece of value delivered in exchange for their contact details. Examples for Australian businesses:- Service-based: A PDF checklist (e.g., "10 Things to Check Before Renovating Your Brisbane Home").
- E-commerce: A 10% discount code for their first order.
- B2B: A whitepaper or industry report.
Step 3: Set Up Your Sign-Up Form
Your ESP will have a 'Form Builder' tool. Create a simple form asking for two things: First Name and Email Address.Keep it simple. Every extra field you add (like phone number or ABN) will decrease the number of people who complete the form. Ensure the 'Subscribe' button is a high-contrast colour like orange or green.
Step 4: Create a Dedicated Landing Page
While you can put forms anywhere, a dedicated landing page is essential for marketing campaigns. This is a page with no distractions—no menu bars, no other links—just your lead magnet offer and the sign-up form. Screenshot Description: You should see a clean page with a bold headline at the top, a 2-3 sentence description of the benefit, and the sign-up form clearly visible 'above the fold' (without scrolling).Step 5: Add a Pop-up or Slide-in to Your Website
Love them or hate them, pop-ups work. Set a 'timed' pop-up to appear after a user has been on your site for 15 seconds, or an 'exit-intent' pop-up that appears when they move their mouse to close the tab. Pro Tip: Ensure your pop-up is mobile-friendly. Google penalises sites where pop-ups cover the entire screen on mobile devices, making it hard for users to navigate.Step 6: Set Up the Automated 'Welcome' Email
This is the most important email you will ever send. As soon as someone signs up, your ESP should automatically send a 'Welcome' email. This email should:- Deliver the lead magnet link or discount code.
- Briefly introduce who you are.
- Tell them what kind of content to expect (e.g., "Weekly tips on Brisbane gardening").
Step 7: Optimise Your Social Media Bios
Don't just link to your homepage in your Instagram or Facebook bio. Link directly to your landing page (Step 4). Use a call to action like "Grab our free guide here 👇".Step 8: Leverage Your Email Signature
How many emails do you send to clients, suppliers, and leads every day? Add a small link at the bottom of your professional email signature: "P.S. Join 500+ Brisbane locals receiving our weekly marketing tips here [Link]."Step 9: Run a Giveaway or Competition
This is a fast-track method to grow a list. Partner with another local Brisbane business to offer a prize pack. To enter, users must provide their email address. Warning: Ensure your terms and conditions clearly state that by entering, they are opting into your marketing list. This keeps you compliant with Australian privacy laws.Step 10: Include a Sign-Up Option at Checkout (for E-commerce)
If you sell products online, ensure there is a checkbox at the checkout that says "Keep me updated on news and exclusive offers." Under Australian law, this should ideally not be pre-checked.Step 11: Promote Your List in Local Facebook Groups
Join Brisbane community groups related to your niche. Don't spam, but when someone asks a question that your lead magnet answers, share the link.Step 12: Review and Clean Your List Regularly
Quality over quantity. Every six months, look at your 'unengaged' subscribers (those who haven't opened an email in 90 days). Send them one 're-engagement' email, and if they don't respond, delete them. This improves your deliverability and keeps your costs down.---
Pro Tips for Success
- Be Consistent: If you promise a monthly newsletter, send it monthly. Inconsistency kills trust.
- Use Personalisation: Always use the 'First Name' tag in your subject lines or greetings. It feels much more personal.
- Mobile First: Over 60% of emails are opened on phones. Always send a test email to yourself and check it on your mobile before hitting 'Send' to the whole list.
Common Mistakes to Avoid
- Buying Email Lists: Never, ever buy a list. It is illegal under the Australian Spam Act, your emails will go to junk, and you will likely get banned by your ESP.
- No Unsubscribe Link: Every email must have a clear, easy-to-find 'Unsubscribe' link at the bottom. This isn't just a best practice; it's the law.
- Being Too 'Salesy': Follow the 80/20 rule. 80% helpful, educational content; 20% promotional content.
Troubleshooting
- Emails going to Spam: Check if your domain is authenticated (SPF, DKIM records). Your ESP will have a guide on how to do this in your DNS settings.
- Low Open Rates: Your subject line isn't interesting enough. Try using curiosity or a clear benefit.
- Low Click Rates: Your 'Call to Action' (CTA) might be buried. Use buttons instead of just text links and place them higher in the email.
Next Steps
Now that you've started building your list, it's time to think about your content strategy. Read our guide on "How to Write Email Subject Lines That Get Opened" or learn more about "Automating Your Sales Funnel."Need help setting up your email marketing technology or designing a high-converting lead magnet? The team at Local Marketing Group is here to help. Contact us today to grow your Brisbane business.