Introduction

Social media algorithms change. Google rankings fluctuate. But email goes directly to your customers—no algorithm deciding whether they see it.

For Western Sydney local businesses, email marketing is one of the most cost-effective ways to stay connected with customers. A café in Parramatta, a tradie in Blacktown, or a boutique in Castle Hill can all use email to drive repeat business without massive marketing budgets.

This guide covers how to get started with email marketing for your local business.

Why Email Works for Local Business

Direct Connection

Unlike social media, email reaches your customers directly:

  • No algorithm limiting visibility
  • Messages land in their inbox
  • You own the relationship (not a platform)

Impressive Returns

Email marketing averages $36-42 return for every $1 spent—higher than any other marketing channel.

For a local business, this might look like:

  • Monthly newsletter to 500 subscribers
  • 25% open rate (125 people)
  • 5% make a purchase or booking
  • 6 customers × $100 average = $600 from one email

Builds Loyalty

Regular, valuable emails keep your business top-of-mind:

  • Customers remember you when they need your service
  • Builds relationship between visits
  • Easier to announce promotions or changes

Getting Started

Step 1: Choose a Platform

You need an email marketing platform. Free options exist for small lists.

Mailchimp

  • Free up to 500 contacts
  • Easy to use
  • Good templates
  • Basic automation

Brevo (formerly Sendinblue)

  • Free up to 300 emails/day
  • Good for transactional emails too
  • Simple automation

MailerLite

  • Free up to 1,000 subscribers
  • Modern templates
  • Easy landing pages

For most local businesses starting out, Mailchimp’s free plan covers your needs.

Step 2: Build Your List

The hardest part is getting subscribers. Start with existing relationships.

Ask Current Customers

  • Point of sale: “Would you like to receive our monthly specials?”
  • After service: “Can we email you maintenance reminders?”
  • Invoice follow-up: “Join our newsletter for tips and exclusive offers”

Website Signup Add a signup form to your website:

  • Pop-up (not too aggressive)
  • Footer signup
  • Dedicated landing page
  • Exit intent offers

In-Store/On-Site

  • QR code linking to signup page
  • Tablet at counter for signups
  • Business card with signup link
  • Receipts with signup invitation

Offer Something Valuable People need a reason to subscribe:

  • Discount on first/next purchase (10% off)
  • Free resource (guide, checklist, tips)
  • Exclusive access to specials
  • Early notification of sales or events

Example for a Hills District café: “Join our coffee club for weekly specials and a free coffee on your birthday!”

Step 3: Understand the Rules

Australian spam laws (Spam Act 2003) require:

Consent

  • People must agree to receive your emails
  • Can be express (signed up) or inferred (existing customer relationship)
  • Can’t add people without their knowledge

Identification

  • Your business name and contact details must be clear
  • Readers must know who’s emailing them

Unsubscribe

  • Every email must have a working unsubscribe link
  • Unsubscribes must be honoured within 5 business days

Penalties for spam: Up to $2.1 million per day for serious breaches.

This isn’t as scary as it sounds—use a proper email platform, get permission, and include unsubscribe links. The platform handles most compliance automatically.

What to Send

Email Types for Local Business

Monthly Newsletter Regular update with:

  • Business news and updates
  • Tips or educational content
  • Featured products or services
  • Customer stories or reviews
  • Upcoming events or specials

Promotional Emails Specific offers:

  • Seasonal sales
  • Limited-time discounts
  • New product/service launches
  • Flash sales

Transactional/Service Emails Triggered by customer actions:

  • Booking confirmations
  • Appointment reminders
  • Service follow-ups
  • Review requests

Automated Sequences Pre-written series sent automatically:

  • Welcome series for new subscribers
  • Birthday emails
  • Re-engagement for inactive customers
  • Post-purchase follow-up

Content Ideas by Business Type

Restaurants/Cafés

  • New menu items
  • Chef’s recipes to try at home
  • Behind-the-scenes content
  • Event announcements
  • Seasonal specials

Trades and Services

  • Maintenance tips for customers
  • Seasonal service reminders
  • Before/after project showcases
  • Safety tips
  • Special offer periods

Retail Shops

  • New arrivals
  • Style tips or product guides
  • Exclusive subscriber sales
  • Gift guides (seasonal)
  • Customer spotlight

Professional Services

  • Industry updates affecting clients
  • Tax or compliance reminders
  • Tips and how-to content
  • Case studies
  • Team updates

Writing Emails That Get Opened

Subject Lines

Your subject line determines whether emails get opened.

What Works

  • Specific and clear: “20% off all haircuts this week”
  • Personal: “Sarah, your favourite blend is back”
  • Urgent (genuinely): “Last day: Summer menu ends Sunday”
  • Curiosity: “The one thing we changed that doubled bookings”

What Doesn’t Work

  • ALL CAPS or excessive punctuation!!!
  • Vague: “Newsletter #23”
  • Misleading: Don’t promise what the email doesn’t deliver
  • Too long: Keep under 50 characters

Email Content

Keep It Short People skim emails. Make key points obvious:

  • Short paragraphs
  • Clear headings
  • Bullet points for lists
  • One main message per email

Include One Clear Action What do you want readers to do?

  • “Book now”
  • “Shop the sale”
  • “Call us today”
  • “Reply to this email”

Make the action obvious and easy.

Be Personal Write like a human, not a corporation:

  • Use “you” and “we”
  • Share genuine updates
  • Let personality show
  • Address readers by name (platforms support this)

Add Value Every email should benefit the reader somehow:

  • Useful information
  • Exclusive offer
  • Entertainment
  • Timely reminder

Visual Design

Keep It Simple

  • Your logo at top
  • Clean layout
  • Easy-to-read fonts
  • Mobile-friendly (most emails opened on phones)

Use Images Carefully

  • Quality photos of your business/products
  • Not too many (slow loading)
  • Always include alt text
  • Don’t rely on images alone (many email clients block them)

Consistent Branding

  • Match your website and business colours
  • Same fonts and style
  • Recognisable look each time

Measuring Success

Key Metrics

Open Rate Percentage who opened the email.

  • Average: 15-25%
  • Good: 25-35%
  • Excellent: 35%+

Low open rates? Work on subject lines and send timing.

Click Rate Percentage who clicked a link.

  • Average: 2-3%
  • Good: 3-5%
  • Excellent: 5%+

Low click rates? Improve content and calls to action.

Unsubscribe Rate Percentage who unsubscribed.

  • Normal: 0.2-0.5% per email
  • Concerning: Above 1%

High unsubscribes? You’re emailing too often or content isn’t relevant.

Conversion What happened after the click?

  • Purchases made
  • Bookings completed
  • Calls received
  • Forms submitted

This is the metric that matters most—did the email drive business?

What to Track

After each email:

  • Did sales or bookings increase?
  • Did website traffic increase?
  • Did phone calls increase?

Track these to understand email’s impact on your business.

Common Mistakes to Avoid

Buying Email Lists

Don’t buy lists of email addresses:

  • These people didn’t consent to hear from you
  • Most will ignore or report as spam
  • Damages your sender reputation
  • Likely violates spam laws

Build your list legitimately.

Emailing Too Often

More isn’t better:

  • Once a week maximum for most local businesses
  • Monthly is fine for many
  • Match frequency to your content value
  • Watch unsubscribe rates

Inconsistent Sending

Irregular emails don’t build habits:

  • Readers forget who you are
  • Sudden emails seem spammy
  • Hard to build momentum

Pick a schedule and stick to it.

Ignoring Mobile

Over 60% of emails are opened on phones:

  • Use mobile-responsive templates
  • Keep subject lines short
  • Make buttons easy to tap
  • Test on phone before sending

All Promotion, No Value

Pure sales emails get ignored:

  • Mix promotional with informational
  • 80% value, 20% promotion is a common guide
  • Give readers reasons to stay subscribed

Getting Started This Week

Day 1-2: Setup

  • Create Mailchimp (or similar) account
  • Design basic template with your branding
  • Create signup form for website

Day 3-4: List Building

  • Add signup form to website
  • Create in-store signup method
  • Email existing customers asking them to subscribe (with their permission)

Day 5-7: First Email

  • Write your first newsletter
  • Include: welcome/introduction, one valuable tip, one offer or announcement
  • Test and send

Ongoing

  • Send monthly (minimum) or fortnightly
  • Track results after each send
  • Adjust based on what works

Need Help?

Email marketing doesn’t have to be complicated, but getting it right makes a difference. At Cosmos Web Technologies, we help Western Sydney businesses set up and manage email marketing that drives results.

Whether you need help with setup, template design, or ongoing email management, we’re here to help your local business grow.

More customers browse on mobile than desktop. Awesome Apps can turn your web presence into a native app experience with push notifications and offline access.

Ashish Ganda is the founder of Ganda Tech Services, a Sydney-based technology consultancy helping Australian businesses grow through cloud, web, and mobile solutions.