For many Brisbane small businesses, email remains the highest ROI channel in their marketing toolkit. Unlike social media, where algorithms control who sees your content, email gives you a direct line to your customers’ pockets, provided you know how to write copy that actually converts.
Prerequisites
Before you start writing, ensure you have the following ready:- An email service provider (ESP) like Mailchimp, Klaviyo, or ActiveCampaign.
- A clean, opted-in list of subscribers (ensure you are compliant with the Australian Spam Act 2003).
- A clear understanding of your offer (e.g., 20% off, free shipping, or a new product launch).
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Step 1: Define Your Single Primary Objective
The biggest mistake local businesses make is trying to do too much in one email. Before you type a single word, decide exactly what you want the reader to do. Do you want them to book a consultation, buy a specific product, or visit your store in Fortitude Valley? Pick one goal and stick to it.Step 2: Craft a Subject Line That Demands an Open
Your subject line is the gatekeeper. If it fails, your email is never read. Aim for curiosity, urgency, or direct benefit.- Example: "Your VIP discount expires at midnight ⏳"
- Australian Context: Use local references if applicable, such as "Brisbane Heatwave Sale: Cool down with 15% off."
- Screenshot Description: You should see a text box labelled "Subject Line" in your ESP. Keep this under 40 characters so it doesn't get cut off on mobile devices.
Step 3: Optimise Your Preview Text
Preview text is the snippet of text that appears after the subject line in an inbox. Don't let it default to "View this email in your browser." Use it as a secondary hook to support your subject line. If your subject is the "What," the preview text is the "Why."Step 4: Use a Recognisable 'From' Name
People buy from people, not faceless corporations. Instead of using just your company name, try "[Name] from [Business Name]." For example, "Sarah from Local Marketing Group." This builds trust and increases open rates because it feels like a personal message rather than a broadcast.Step 5: Write a Hook That Hooks
The first sentence of your email needs to acknowledge the reader's current situation or pain point. Avoid "I hope this finds you well." Instead, jump straight into the value.- Example: "Running a business in Queensland is tough when the humidity hits—we want to make your life a little easier today."
Step 6: Focus on Benefits, Not Features
Customers don't care that your lawnmower has a 160cc engine; they care that it will cut their mowing time in half so they can get back to their Saturday BBQ. For every feature of your product, ask yourself "So what?" and write that answer down. That is your selling point.Step 7: Create a Sense of Urgency or Scarcity
Without a reason to act now, most people will close your email and forget about it. Use time-bound offers ("Ends Sunday") or quantity limits ("Only 10 spots left for our June workshop"). Ensure the urgency is genuine; Aussies have a high "BS detector" for fake countdown timers.Step 8: Design for 'The Skimmer'
Most of your customers will skim your email on their phone while waiting for a coffee. Use short paragraphs (2-3 sentences max), bullet points, and bold text for key phrases.- Screenshot Description: In your email editor, look for the "Spacer" or "Divider" tools to create white space. Your email should look airy and easy to read, not like a wall of text.
Step 9: Use One Clear Call to Action (CTA)
Your CTA should be a button that stands out visually. Use action-oriented language like "Claim My Discount," "Book My Cut," or "Shop the Sale." Avoid boring buttons like "Click Here" or "Submit."Step 10: Personalise Beyond the First Name
While "Hi [First Name]" is standard, true personalisation involves segmenting your list. If you own a pet shop, don't send cat food promotions to dog owners. Use your ESP’s tagging system to ensure the offer is relevant to the recipient's past purchase history.Step 11: The P.S. Strategy
The P.S. at the end of an email is often the most-read part after the subject line. Use it to restate your offer and the deadline. It’s a final safety net for people who scrolled right to the bottom.Step 12: Compliance and the Unsubscribe Link
Under the Australian Spam Act, you must include a functional unsubscribe facility and your physical business address.- Warning: Never hide your unsubscribe link. If people can't find it, they will mark you as spam, which ruins your deliverability for future emails.
Step 13: Test and Proofread
Send a test email to yourself and open it on your mobile. Check every single link. There is nothing more embarrassing than sending a "Shop Now" email where the button leads to a 404 error page.---
Pro Tips for Success
- The 80/20 Rule: 80% of your emails should provide value (tips, news, stories), and only 20% should be hard promotional pitches. This keeps your audience engaged.
- A/B Testing: Test two different subject lines on a small portion of your list. Send the winner to the remaining 80%.
- Mobile First: Over 60% of emails are opened on mobile. If your images are too large or your font is too small, you're losing money.
Common Mistakes to Avoid
- Using Too Many Images: Many email clients block images by default. If your entire email is one big image, your customer might see a blank box.
- SHOUTING IN THE SUBJECT LINE: Using all caps and excessive exclamation marks (!!!) will likely trigger spam filters.
- Buying Email Lists: This is illegal in Australia and will result in your account being banned by providers like Mailchimp.
Troubleshooting
- Low Open Rates: Your subject line is likely the issue. Try making it shorter or more provocative. Also, check if your emails are landing in the 'Promotions' tab or Spam folder.
- High Open Rate but No Sales: Your email content or offer isn't resonating. Check if your CTA button is working and if your landing page is easy to navigate.
- High Unsubscribe Rate: You might be emailing too often, or the content isn't what the subscriber signed up for.
Next Steps
Now that you've written your promotional email, it's time to look at your automation strategy. Check out our guide on "How to Set Up an Automated Welcome Sequence" to nurture new leads while you sleep.Need a hand with your email strategy or want a professional to handle your copy? Contact the team at Local Marketing Group today and let’s grow your Brisbane business together.