Introduction

Email marketing remains one of the most effective ways for small businesses to connect with customers—delivering an average return of $36-42 for every dollar spent. For Western Sydney businesses in Parramatta, Hills District, or Blacktown, email marketing offers a direct line to customers without relying on unpredictable social media algorithms.

Mailchimp has become the go-to platform for small businesses getting started with email marketing. With a free plan covering up to 500 contacts and 1,000 monthly sends, it’s perfect for local businesses just starting out.

This guide walks you through everything you need to know about using Mailchimp for your small business in 2024.

Why Mailchimp for Small Business?

Free to Start

Mailchimp’s free tier gives small businesses everything they need:

Up to 500 contacts
1,000 monthly email sends
Pre-built email templates
Basic automation
Marketing CRM features
Signup forms and landing pages

For most local businesses starting out, this covers your needs without spending a dollar.

Easy to Use

Mailchimp’s interface is designed for non-technical users:

Drag-and-drop email builder
Pre-designed templates
Simple contact management
Clear analytics dashboard
Mobile app for managing campaigns on the go

You don’t need design skills or coding knowledge.

Grows with Your Business

As your needs expand, Mailchimp scales:

Advanced automation workflows
Multivariate testing
Customer journey mapping
Enhanced analytics
Integration with other business tools

Start simple, add features as you grow.

Setting Up Your Mailchimp Account

Step 1: Create Your Account

Go to mailchimp.com
Click “Sign Up Free”
Enter your email address
Verify your email
Complete your business profile

Mailchimp will ask about your business type and goals—this helps customize your experience.

Step 2: Complete Your Business Details

Fill out your business information:

Business name and address
Website URL
Contact information
Social media links

Setting Up Your Mailchimp Account Infographic

This information appears in your email campaigns and ensures compliance with anti-spam laws.

Step 3: Verify Your Domain

Domain verification improves email deliverability:

Go to Settings > Verified Domains
Add your website domain
Add the DNS records to your domain (your web developer can help)
Verify the connection

Verified domains mean emails are less likely to land in spam folders.

Step 4: Set Up Your Brand

Upload your branding:

Company logo
Brand colours
Default fonts
Social media icons

Mailchimp applies these automatically to email templates.

Building Your Email List

The quality of your list determines campaign success. Here’s how to build it properly.

Mailchimp offers several form options:

Embedded Forms Add directly to your website:

Go to Audience > Signup Forms > Embedded Forms
Choose form design
Customize fields and style
Copy the code
Add to your website (footer, sidebar, or dedicated page)

Pop-up Forms Capture attention without being intrusive:

Go to Audience > Signup Forms > Form Builder
Choose “Pop-up form”
Set display rules (exit intent, time delay, scroll percentage)
Design and publish

Landing Pages Standalone signup pages:

Create > Landing Page
Choose template
Customize with your offer
Publish and share the link

Offer Value for Signups

People need a reason to subscribe. Effective incentives for Western Sydney businesses:

Retail/Hospitality

10% off first purchase
Free coffee/item on birthday
Early access to sales
Exclusive subscriber specials

Services (Trades, Salons, Professional Services)

Free consultation
Seasonal maintenance checklist
Priority booking
Member-only pricing

Local Expertise

Free guide or e-book
Tips and how-to resources
Industry insights newsletter
Community event invitations

Collect Contacts Offline

Don’t limit list building to digital:

In-Store/On-Site

QR code linking to signup page
Tablet at checkout for direct signup
Paper signup sheet (transfer to Mailchimp later)
Receipt inserts with signup URL

Business Cards and Print

Include signup link on business cards
Add QR codes to flyers
Mention email benefits in conversations

Example for Hills District café: “Scan this QR code to join our Coffee Lovers Club—get weekly specials and a free coffee on your birthday!”

Import Existing Contacts

If you have existing customer emails:

Go to Audience > All Contacts > Add Contacts
Import from file (CSV or TXT)
Map fields correctly
Ensure you have permission to email these contacts

Important: Only import contacts who have given permission to receive marketing emails.

Understanding Australian Anti-Spam Laws

Mailchimp helps with compliance, but you need to understand the rules.

The Spam Act 2003 Requires

Consent

People must agree to receive emails
Can be express (signed up) or inferred (existing business relationship)
Keep records of how people subscribed

Identification

Business name and contact details must be clear
Readers must know who’s sending

Unsubscribe

Every email must have an unsubscribe link
Honour unsubscribes within 5 business days
Make unsubscribing easy

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

Mailchimp automatically includes unsubscribe links and manages opt-outs—but getting proper consent is your responsibility.

Creating Your First Email Campaign

Step 1: Choose Campaign Type

Regular Email Campaign:

Create > Email > Regular
Name your campaign (internal only)
Select audience
Click “Begin”

Step 2: Set Up Campaign Details

From Name: Your business name (appears in inbox) From Email: Use your verified domain email Subject Line: Clear and compelling (under 50 characters) Preview Text: First line readers see—expand on subject line

Step 3: Design Your Email

Mailchimp’s drag-and-drop editor makes design simple:

Start with a Template

Choose from Mailchimp templates
Browse by category or use
Select one matching your goal

Customize Content

Add/remove content blocks
Insert images, text, buttons
Update colours and fonts
Include your logo

Essential Elements

Clear headline
Brief, scannable copy
Compelling call-to-action button
Contact information
Social media links
Unsubscribe link (automatic)

Step 4: Preview and Test

Before sending:

Preview on desktop and mobile
Send test email to yourself
Check all links work
Review on phone
Look for typos

Step 5: Schedule or Send

Send Now: Immediate sending to all recipients Schedule: Set specific date and time Timewarp: Send at optimal time for each time zone (paid plans)

Best Send Times for Western Sydney Businesses:

B2C: Tuesday-Thursday, 10am-11am or 7pm-8pm
B2B: Tuesday-Thursday, 8am-9am or 1pm-2pm
Hospitality: Friday 4pm-5pm (weekend planning)
Services: Wednesday morning (mid-week scheduling)

Test different times to find what works for your audience.

What to Send: Content Ideas

Regular touchpoint with your audience:

Business news and updates
Featured products or services
Useful tips or how-to content
Customer stories
Upcoming events or specials

Keep it concise—3-5 short sections maximum.

Promotional Emails

Time-sensitive offers:

Seasonal sales
Limited-time discounts
New product launches
Flash sales
Event invitations

Make the offer clear and include urgency (genuine deadlines).

Automated Welcome Series

Set up once, works automatically:

Email 1 (Immediate): Welcome and thank you

Deliver promised incentive
Introduce your business
Set expectations for future emails

Email 2 (3 days later): Share your story

Why you started the business
What makes you different
Invite engagement

Email 3 (7 days later): Provide value

Useful tips or resources
Popular products/services
Gentle call to action

Seasonal and Event-Based

Leverage calendar events:

Holiday promotions
Seasonal service reminders
Local events
Business milestones
Customer appreciation

Measuring Campaign Success

Mailchimp provides detailed analytics. Focus on these key metrics:

Open Rate

Percentage who opened your email:

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

Low open rates?

Improve subject lines
Test send times
Clean your list (remove inactive subscribers)
Ensure mobile preview text is compelling

Click Rate

Percentage who clicked links:

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

Low click rates?

Strengthen call-to-action
Improve content relevance
Make buttons more prominent
Ensure mobile-friendly design

Unsubscribe Rate

Percentage who unsubscribed:

Normal: 0.2-0.5%
Concerning: 1%+

High unsubscribes?

Reduce send frequency
Improve content value
Segment your audience better
Review email relevance

Conversion Tracking

What happened after the click?

Set up e-commerce tracking (if selling online)
Track website goals with Google Analytics
Monitor bookings/calls after sends
Calculate ROI

Example ROI calculation:

500 subscribers
25% open rate = 125 opens
5% click rate = 6 clicks
3 customers purchase = $450 revenue
Campaign time: 2 hours = Good ROI

Best Practices for Local Businesses

Keep It Personal

Write like a human, not a corporation:

Use conversational language
Share behind-the-scenes content
Let your personality show
Address readers by first name

Provide Real Value

Every email should benefit subscribers:

Useful information
Exclusive offers
Entertainment
Timely reminders

Bad: “Check out our new products!” Good: “5 ways to prepare your garden for spring (plus 20% off this weekend)“

Stay Consistent

Pick a schedule and stick to it:

Weekly for high-value content
Fortnightly for regular updates
Monthly minimum to stay remembered

Inconsistent sending makes people forget who you are.

Segment Your Audience

Send relevant emails to specific groups:

New subscribers vs loyal customers
Different locations
Different interests/purchases
Engagement level

Mailchimp’s free plan includes basic segmentation.

Mobile Optimization

Over 60% of emails open on phones:

Use responsive templates
Keep subject lines under 40 characters
Make buttons easy to tap
Use readable font sizes
Test on mobile before sending

Common Mistakes to Avoid

Buying Email Lists

Never buy contact lists:

People didn’t consent
Damages sender reputation
Likely violates spam laws
Wastes time and money

Build your list legitimately.

Emailing Too Often

More isn’t better:

Watch unsubscribe rates
Match frequency to value provided
Quality over quantity
Give readers breathing room

Most local businesses should email 1-4 times monthly.

Ignoring Analytics

Data tells you what works:

Review every campaign
Track trends over time
Test subject lines
Learn from successes and failures

Mailchimp’s reports make this easy.

All Sales, No Value

Pure promotional emails get ignored:

Follow the 80/20 rule (80% value, 20% promotion)
Mix educational and promotional content
Build trust before asking for sales
Give readers reasons to stay subscribed

Getting Started This Week

Day 1: Setup

Create Mailchimp account
Complete business profile
Add branding

Day 2: Forms

Create website signup form
Design pop-up (if using)
Set up welcome email

Day 3: List Building

Add form to website
Create in-store signup method
Prepare signup incentive

Day 4-5: First Campaign

Write your first email
Design using template
Test thoroughly

Day 6: Send

Schedule or send campaign
Monitor results
Learn and adjust

Need Help with Email Marketing?

Email marketing works when done consistently and strategically. At Cosmos Web Technologies, we help Western Sydney businesses set up and manage Mailchimp campaigns that drive real results.

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

Reach your audience beyond the browser. Awesome Apps develops mobile apps that extend your web platform with features like push notifications and GPS.

Cosmos Web Tech operates under the Ganda Tech Services umbrella, delivering end-to-end technology solutions for Australian businesses.

Email Marketing for Small Business: Getting Started with Mailchimp in 2024