There are some great resources DIY tips for small business owners about marketing on the Tourism Boost website by the Small Business Development Corporation.
Email marketing can be very powerful, but also tricky, as it is very easy for a consumer to press ‘delete’! On average, it takes someone a third of a second to decide whether they are going to open an email, three seconds to see if there is something of interest, and 30 seconds to respond to the ‘call to action.’
Business owners think that they need to pull out every trick in the book to keep customers; but in actual fact, all it takes is an understanding and appreciation of who your customers are and what they want.
  1. Send a targeted message, don’t just send something for the sake of it
  2. Ask questions and tell a story in your content
  3. Deliver something special in your email
  4. Offer exclusive deals and great offers in emails, not just an ad for your company
  5. Try and create trust with your customers and a loyal following
  6. Use images, people are more visual these days
  7. Keep it short and concise
  8. Use social media to compliment your email campaigns
  9. Address recipients with their name in email campaigns
  10. Avoid email marketing during the holidays
  11. Create a clear call to action in email marketing campaigns
  12. Move the boring stuff down the page, and greet recipients with your best offer instead
  13. Make sure you brand your email marketing with your business look and feel
  14. Include an easy to use ‘Unsubscribe’ link in newsletters
  15. Make sure ‘un-subscriptions’ are effective immediately
  16. Put newsletter sign-up boxes on every page of your website
  17. Send newsletters on time so that users expect your correspondence
  18. Test the links in your email marketing messages
  19. Use a template for your email newsletter
  20. Use email analytics tools to find out which of your customers are interested and take the time to build relationships with them
Under the Spam Act 2003 it is illegal to send, or cause to be sent, unsolicited commercial electronic messages. The Act covers email, instant messaging, SMS and MMS (text and image-based mobile phone messaging) of a commercial nature. It does not cover faxes, internet pop-ups or voice telemarketing. The Australia Communications and Media Authority (ACMA) is responsible for enforcing the Spam Act and actively works to fight spam in Australia.