For local Australian businesses, an email list is one of the few marketing assets you truly own. Unlike social media algorithms that can change overnight, your email list provides a direct line to your Brisbane community, allowing you to drive foot traffic and repeat sales whenever you choose.
Why Email Marketing is Vital for Local Businesses
In an era where digital advertising costs are rising, your email list represents your most cost-effective marketing channel. Whether you run a cafe in Paddington, a plumbing business in Chermside, or a boutique in West End, having the ability to reach out to your customers with a special offer or news ensures your business stays top-of-mind.---
Prerequisites: What You’ll Need
Before you start collecting addresses, ensure you have the following ready:- An Email Service Provider (ESP): Tools like Mailchimp, MailerLite, or ActiveCampaign (avoid using a personal Gmail/Outlook account for bulk sending).
- A Website or Landing Page: Somewhere to host your sign-up form.
- Legal Compliance: Familiarity with the Australian Spam Act 2003 (this means always having consent and a clear unsubscribe link).
- A 'Lead Magnet': A compelling reason for someone to give you their email address.
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Step 1: Choose Your Email Platform
Select an Email Service Provider that suits your budget and technical skills. For most Australian small businesses, MailerLite or Mailchimp are excellent starting points as they offer free tiers for small lists. What you should see: A dashboard with options to 'Create a List' or 'Audience'. Ensure your physical business address is added to your account settings—this is a legal requirement under anti-spam laws.Step 2: Define Your 'Lead Magnet'
People rarely sign up for a 'newsletter' anymore. You need to offer immediate value.- Service businesses: A 'Maintenance Checklist' or 'Price Guide'.
- Retail/Hospitality: '10% off your first order' or a 'Free Coffee on your Birthday'.
- Professional services: A 'Local Market Report' or 'Free Initial Consultation'.
Step 3: Create a Simple Sign-up Form
Within your ESP, use the form builder to create a 'Subscriber Pop-up' or an 'Embedded Form'. Keep it simple: usually just First Name and Email Address. Asking for too much information at this stage will lower your conversion rate.Step 4: Set Up Your 'Welcome' Automation
This is a crucial automated email that sends the moment someone signs up.- Deliver the promised discount or guide.
- Introduce your business and your team.
- Tell them what to expect (e.g., 'We'll send you a local update once a fortnight').
Step 5: Add Sign-up Links to Your Website
Don't hide your form. Place it in these high-visibility areas:- The header or footer of every page.
- A 'Exit Intent' pop-up (triggers when someone is about to leave).
- An announcement bar at the top of the site.
Step 6: Leverage In-Store Traffic with QR Codes
If you have a physical location in Brisbane, use it! Print a QR code on your menus, business cards, or counter signs. Pro Tip: Use a tool like Canva to create a sign that says: "Join our VIP club for exclusive local offers. Scan to sign up!" Point the QR code directly to your sign-up landing page.Step 7: Use 'Lead Ads' on Social Media
Facebook and Instagram 'Lead Ads' are incredibly effective for local businesses. These ads allow users to sign up without ever leaving the Facebook app. Target your ads specifically to your local suburb (e.g., a 5km radius around your shop) to ensure you aren't paying for leads who live too far away to visit.Step 8: Collect Emails at the Point of Sale
When a customer is paying, train your staff to ask: "Would you like us to email you the receipt and add you to our local rewards list for a monthly $50 voucher draw?" Most people will say yes if there is a clear benefit.Step 9: Run a Local Giveaway or Contest
Partner with another local Brisbane business for a 'Local Prize Pack'. To enter, participants must provide their email address. This cross-pollinates your audiences and builds your list rapidly.Step 10: Segment Your List by Interest
As your list grows, start categorising your subscribers. For example, a local gym might segment users by 'Yoga Lovers' vs 'Weightlifters'. This allows you to send highly relevant content that doesn't get ignored.Step 11: Clean Your List Regularly
Quality is better than quantity. Every six months, remove subscribers who haven't opened an email in over 90 days. This improves your 'deliverability'—the likelihood that your emails will end up in the inbox rather than the junk folder.---
Pro Tips for Success
- The 'Subject Line' is Everything: If they don't open it, they won't read it. Use local references like "Best coffee in Bulimba?" to pique interest.
- Mobile First: 70% of your customers will read your email on their phone while on the bus or at lunch. Keep your designs simple and your buttons large.
- Consistency Wins: Don't email three times in a week and then disappear for three months. Aim for a consistent fortnightly or monthly update.
Common Mistakes to Avoid
- Buying Email Lists: Never do this. It is illegal under the Australian Spam Act, and it will destroy your sender reputation.
- No Unsubscribe Link: Every email must have a clear way for people to opt-out.
- Being Too 'Salesy': Follow the 80/20 rule. 80% helpful, local content; 20% hard sales and promotions.
Troubleshooting Common Issues
"My emails are going to the Promotions tab or Spam folder"- The Fix: Ask your new subscribers to 'whitelist' your email address in your welcome email. Avoid using too many 'sales' words like "FREE," "WIN," or "CASH" in your subject lines.
- The Fix: Your 'From' name should be your business name or a person's name at your business (e.g., "Sarah from Local Marketing Group"). People open emails from people they recognise.
- The Fix: Your offer might not be strong enough. Instead of "Join our newsletter," try something more tangible like "Get our Brisbane Weekend Guide & $10 Voucher."
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Next Steps
Now that you've started building your list, it's time to think about what to send them. Your next task is to create a 3-month content calendar so you never run out of ideas.Need help setting up your email automation or designing a high-converting lead magnet? The team at Local Marketing Group specialises in helping Brisbane businesses grow their digital presence. Contact us today to discuss a tailored strategy for your business.