Email marketing remains one of the most effective ways for Australian small businesses to drive repeat sales and build genuine relationships with their customers. Unlike social media, where algorithms control who sees your content, your email list is an asset you own, providing a direct line to people who have already expressed interest in your brand.
Prerequisites: What You’ll Need
Before you dive in, make sure you have the following ready:- A professional email address: Avoid using @gmail.com or @bigpond.com. Use an address linked to your domain (e.g., hello@yourbusiness.com.au).
- Your Business Details: You will need your physical business address (a legal requirement for the Spam Act 2003).
- A Logo: A high-resolution PNG or JPG version of your logo.
- Customer Data: Any existing email contacts who have given you permission to contact them.
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Step 1: Create Your Mailchimp Account
Head over to Mailchimp and click the 'Sign Up' button. You’ll be asked to choose a plan. For most Brisbane businesses starting out, the 'Free' plan is a great place to begin, though it has limits on the number of contacts and monthly sends. What you should see: A sign-up form asking for your email, username, and password. Once submitted, you’ll receive an activation email. Click the link in that email to verify your account.Step 2: Set Up Your Profile and Business Details
Mailchimp will walk you through a setup wizard. You’ll need to provide your business name and website URL. Important: You must provide a physical mailing address. This is not just a Mailchimp rule; under the Australian Spam Act 2003, all commercial electronic messages must contain a functional unsubscribe facility and clear identification of the sender, including a physical address. If you work from home and don't want your private address shared, consider using a PO Box or your office address.Step 3: Verify Your Domain
This is a critical step that many beginners skip. Verifying your domain proves to email providers (like Telstra, Optus, and Gmail) that you actually own the domain you are sending from. This significantly improves your 'deliverability'—meaning your emails land in the inbox rather than the spam folder.- Go to Account & Billing > Settings > Domains.
- Click 'Verify Domain'.
- Follow the prompts to receive a verification email at your professional address.
Step 4: Create Your Audience (Your Email List)
In Mailchimp, an 'Audience' is where you store your contacts. On the free plan, you get one audience. What you should see: Navigate to the Audience icon on the left sidebar. Click 'Audience dashboard' and then 'Add contacts'. If you have a spreadsheet of existing customers (who have opted in!), you can upload a CSV file here.Pro Tip: Ensure your CSV headers are clear (First Name, Last Name, Email). Mailchimp will attempt to auto-match these columns during the import.
Step 5: Set Up a Sign-Up Form
To grow your list, you need a way for people to join. Mailchimp offers 'Embedded Forms' that you can put on your website or 'Pop-up Forms'.- Go to Audience > Signup forms.
- Select 'Form builder' to customise the colours and fonts to match your Australian brand.
- Make sure you only ask for essential information. Usually, 'First Name' and 'Email' are enough. The more fields you add, the fewer people will sign up.
Step 6: Create Your First Campaign
Now for the exciting part. Click the Create button (the pencil icon) and select 'Regular Email'.- To: Select your audience.
- From: Ensure this is your business name and professional email.
- Subject: Write something catchy. Avoid using all caps or too many exclamation marks, as these can trigger spam filters.
- Preview Text: This is the snippet of text that appears after the subject line in an inbox. Use it to provide a 'hook'.
Step 7: Design Your Email Template
Mailchimp’s 'New Builder' is a drag-and-drop interface that makes design easy.- Header: Drag in your logo.
- Call to Action (CTA): Every email should have a clear goal. Use a button that says something like "Shop the Sale," "Book a Consultation," or "Read the Blog."
Step 8: Test Before You Send
Never send an email to your whole list without testing it first.- Click Preview at the top of the builder.
- Select Send a test email.
- Send it to your own inbox and check it on both your desktop and your mobile phone. Check that all links work and that the images look crisp.
Step 9: Schedule or Send
Once you are happy, click 'Finish Later' or 'Send'. If you are on a paid plan, you can schedule the email to go out at a specific time (e.g., Tuesday morning at 10:00 AM AEST is often a high-engagement time for Australian audiences).---
Pro Tips for Success
- Personalise: Use the customer’s first name. It makes a massive difference in open rates.
- Segment Your List: As you grow, group your customers. You might have a group for "Brisbane Locals" and another for "Online Customers."
- Keep it Mobile-Friendly: Over 60% of Australians check their email on their phones. Keep your font sizes large (at least 16px) and your buttons easy to tap.
Common Mistakes to Avoid
- Buying Email Lists: Never do this. It’s a violation of the Australian Spam Act and Mailchimp’s Terms of Service. It will destroy your sender reputation.
- Sending Too Often: Don't annoy your subscribers. For most small businesses, once a week or once a fortnight is a sweet spot.
- Forgetting the Unsubscribe Link: Mailchimp includes this by default—do not remove it. It’s legally required in Australia.
Troubleshooting Common Issues
- Emails going to the 'Promotions' tab: This is common in Gmail. To help avoid this, reduce the number of images and links in your email, and encourage your subscribers to move your email to their 'Primary' tab.
- Formatting looks 'wonky' in Outlook: Outlook uses a different rendering engine. Stick to simple layouts and avoid complex background images to ensure consistency across all email clients.
- Images not loading: Some email apps block images by default. Always add 'Alt Text' to your images so people know what the image is even if it doesn't load.
Next Steps
Now that you've sent your first campaign, the work doesn't stop there!- Analyse your reports: Wait 48 hours and check your 'Open Rate' and 'Click-Through Rate'.
- Set up an Automation: Try creating a 'Welcome Email' that automatically sends whenever someone signs up for your list.
- Refine your strategy: If you need help crafting a high-converting email strategy tailored to the Brisbane market, the team at Local Marketing Group is here to help.
Need a hand getting your email marketing off the ground? Contact the Local Marketing Group team today for expert advice and management.