Email marketing remains one of the most effective ways for Australian small businesses to drive repeat sales and build genuine relationships with their customers. By setting up Mailchimp correctly from day one, you ensure your messages land in the inbox rather than the spam folder, helping you grow your local brand presence efficiently.
Why Mailchimp Matters for Your Business
In the world of social media algorithms, you don't own your audience; on your email list, you do. Whether you're a cafe in Fortitude Valley or a tradesman in Coorparoo, having a direct line to your customers' inboxes allows you to announce promotions, share updates, and drive revenue on demand without paying for extra ads.---
Prerequisites: What You’ll Need
Before we dive in, make sure you have the following ready:- A professional email address: Avoid using @gmail.com or @bigpond.com. Use a domain-based email (e.g., hello@yourbusiness.com.au) to ensure better deliverability.
- Your Business Details: This includes your physical business address (required by international anti-spam laws, including the Australian Spam Act 2003).
- A CSV file of your contacts: If you have an existing customer list, have it ready in an Excel or Google Sheets file.
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Step 1: Create Your Mailchimp Account
Head over to Mailchimp and click the 'Sign Up Free' button. Enter your email, a username, and a secure password. What you’ll see: After clicking sign up, you will receive an activation email. You must click the link in this email to verify your account before you can proceed. If you don't see it, check your 'Promotions' or 'Junk' folders.Step 2: Choose the Right Plan
Mailchimp offers several tiers. For most Brisbane small businesses starting out, the Free Plan is a great place to begin. However, if you want to use advanced automations or have more than 500 contacts, you may need the 'Essentials' or 'Standard' plan.Pro Tip: Keep an eye on your contact count. Mailchimp charges based on 'Subscribers,' which includes people who have unsubscribed unless you archive them.
Step 3: Set Up Your Profile and Business Address
Mailchimp will ask for your name and business details. Important for Aussies: Under the Australian Spam Act, you are legally required to include a physical postal address in every marketing email. This can be your office, shopfront, or a PO Box. If you work from home and don't want your private address public, we recommend setting up a virtual office address or a PO Box at your local Australia Post.Step 4: Verify Your Domain
This is the most critical step for technical health. You need to prove to Mailchimp that you own your domain (e.g., yourbusiness.com.au).- Go to Account & Billing > Settings > Domains.
- Click 'Verify Domain'.
- Mailchimp will send a code to your professional email. Enter it to verify.
- Advanced Step: Follow the instructions to set up DKIM and SPF records in your domain's DNS settings (usually via cPanel, GoDaddy, or Google Domains). This tells mail servers that Mailchimp is authorised to send on your behalf, drastically reducing the chance of your emails being marked as spam.
Step 5: Create Your Audience
In Mailchimp, an 'Audience' is where you store your contacts. On the free plan, you get one audience. Screenshot Description: Click the 'Audience' icon (the three-person silhouette) on the left sidebar. You will see an 'Audience dashboard' showing your total number of contacts.Step 6: Import Your Contacts
If you have a list of customers from your POS system or a spreadsheet, click Manage Audience > Import Contacts.- Choose 'Upload a file'.
- Upload your CSV file.
- Match the columns: Match 'First Name', 'Last Name', and 'Email Address' to the corresponding Mailchimp fields.
- Tag your contacts: Add a tag like 'Existing Customers' or 'Web Signups' so you know where they came from later.
Warning: Never buy an email list. Not only is it ineffective, but it also violates Mailchimp’s Terms of Use and the Australian Spam Act, which can lead to your account being banned and potential fines.
Step 7: Set Up Your Sign-Up Forms
You want to grow your list automatically. Navigate to Audience > Signup forms.- Embedded forms: Generate a code to paste onto your website (e.g., your WordPress or Shopify site).
- Subscriber Pop-up: A modern, customisable pop-up that appears when someone visits your site.
Step 8: Create Your First Template
Don't reinvent the wheel every time you send an email. Go to Campaigns > Email Templates.- Click 'Create Template'.
- Use the 'New Builder' for a drag-and-drop experience.
- Add your logo at the top.
- Set your brand colours (use your exact hex codes, e.g., #FF5733).
- Add social media links to your Facebook and Instagram pages.
Step 9: Design Your First Campaign
Now it's time to send! Click the Create button and select Regular Email.- To: Select your audience (you can send to the whole list or a specific tag).
- From: Ensure this shows your business name and professional email.
- Subject: Make it catchy! Instead of "Newsletter #1", try "5 Tips to Save on Your Next Service."
- Content: Select the template you created in Step 8 and add your message.
Step 10: Test Before You Send
Never send an email without testing it first. What to do: Click 'Preview' then 'Send a test email'. Send it to yourself and check it on both your desktop and your mobile phone. Ensure all buttons link to the correct pages on your website.---
Common Mistakes to Avoid
- Sending too frequently: Don't bombard your customers. Once a fortnight or once a month is usually plenty for most local businesses.
- Ignoring Mobile Users: Over 60% of emails are opened on mobile. Ensure your text is large enough to read and your buttons are easy to tap.
- Generic Subject Lines: If the subject line is boring, no one will see your beautiful content. Use emojis sparingly and create a sense of curiosity.
Troubleshooting Common Issues
- Emails going to Spam: This is usually due to missing SPF/DKIM records (see Step 4) or using "spammy" words like "FREE!!!" or "CASH" in your subject lines.
- Images not loading: Some email clients block images by default. Always add 'Alt Text' to your images so people know what they are even if they don't load.
- Import Errors: If your CSV won't upload, ensure there are no special characters in the headers and that every row has a valid email address.
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Next Steps
Now that your account is live and your first email is out, it’s time to think about Automation. Consider setting up a 'Welcome Sequence' that automatically emails new subscribers the moment they join your list.If you find the technical setup overwhelming or want a bespoke strategy to grow your Brisbane business, the team at Local Marketing Group is here to help. Contact us today to discuss how we can manage your email marketing for you.