Email Marketing Strategies and Newsletter Campaigns

How to create email marketing strategies and run newsletter campaigns

If you think email marketing is past its prime, think again. This “old dog” has some serious new tricks, boasting an impressive ROI for every dollar spent in recent years. Email newsletter campaigns remain a powerful force in the digital landscape. In this guide, we’ll unpack winning email marketing strategies, explore different email types and uncover best practices. Let’s unlock some actionable insights!

Key Takeaways

• Email remains a high-ROI channel due to direct placement, audience ownership, and measurable metrics.

• Diversify email types: promotional, transactional, newsletters, and automated drip sequences.

• Abandoned cart emails significantly recover lost revenue; harness personalised reminders to boost conversions.

• Apply the 5‑T’s (Targeting, Timing, Tone, Template, Testing) and 4‑C’s (Clarity, Conciseness, Compelling Content, Customer‑Centric).

• Grow organically with gated content, incentives, segmentation, automation, and relevant subscriber acquisition.

• Use strong email platforms like Mailchimp, HubSpot, or Campaign Monitor for robust analytics and automation support.

For starters, what is email marketing?

Email marketing is a digital strategy that involves sending targeted emails to a curated list of subscribers. It’s used to promote products or services, share company news, and nurture customer relationships by delivering personalised, relevant content directly to the inbox.

For tech digital marketing businesses in Australia, email marketing is an essential tool for engaging audiences, driving website traffic, and measuring campaign success through detailed analytics.

What is a newsletter in email marketing?

A newsletter in email marketing is a recurring email communication that delivers updates, news, and valuable content directly to subscribers. For Australian businesses, newsletters serve as a key engagement tool, keeping audiences informed about the latest industry trends, product updates, and special offers.

By providing consistent and curated information, newsletters help build trust and foster long-term relationships with customers while reinforcing brand loyalty.

Is Email marketing worth it or is dead?

Let’s face it, email gets a bad rap. Between the overflowing inboxes, the rise of instant messaging and the allure of shiny new social media marketing and advertising platforms, it’s easy to see why some might declare email marketing a relic of the past. Spam filters seem to get stricter by the day, and the sheer volume of emails we receive can feel overwhelming. So, is it any wonder that some marketers question whether email is still worth the effort?

But here’s the thing, the rumours of email’s death are not only premature — they’re flat-out wrong. While the digital landscape has undoubtedly changed, this channel has adapted and evolved, remaining a powerful force for businesses that understand its true potential.

Let’s break down the unique advantages that keep it a cut above the rest:

• Direct communication — Unlike social media or search engine algorithms that dictate who sees your content, email lands directly in your subscribers’ inboxes, fostering a personal connection.
• Owned audience — Your email list is yours. You’re not renting space on someone else’s platform; you own the relationship.
• Cost-effectiveness — Unlike other marketing channels, email marketing delivers remarkably high ROI, making it accessible to businesses of all sizes.
• Measurable results — Tracking opens, clicks, conversions and more allows you to refine your email marketing strategies for maximum impact.

Moreover, email marketing strategies haven’t remained static. Over the years, they’ve adapted to embrace automation, personalisation and sophisticated segmentation to deliver highly targeted messages. Today’s email marketing also integrates seamlessly with other efforts, like social media and content marketing, to build a cohesive and powerful campaign.

Are newsletters and email marketing the same thing?

No. Newsletters and email marketing are not the same thing.

Email marketing is a broad digital strategy that encompasses various types of email communications—including promotional emails, transactional messages, and newsletters.

A newsletter, on the other hand, is a specific type of email campaign focused on delivering regular updates, news, and curated content to subscribers.

While newsletters help build long-term engagement and brand loyalty by keeping audiences informed, email marketing as a whole includes a range of tactics aimed at different goals, such as driving sales, generating leads, or nurturing customer relationships.

What are the different types of email marketing strategies and when should you use each?

Email marketing comes in several forms, each tailored to specific goals and audience needs.

Here is a breakdown:

• Promotional Emails: Designed to drive immediate sales or highlight special promotion offers, these emails are ideal for product launches, discounts, or time-sensitive promotions.
• Transactional Emails: These are automated messages triggered by user actions, such as order confirmations, shipping notifications, or account updates. They are essential for maintaining clear, timely communication with customers.
• Newsletters: Regularly distributed updates that keep your audience informed about industry news, company updates, or curated content. They help build long-term engagement and brand loyalty.
• Drip (Automated) Campaigns: A series of scheduled emails that nurture leads over time by providing targeted information based on subscriber behaviour or stages in the customer journey.

For Australian tech businesses, using promotional emails during product campaigns, transactional emails for essential customer communication, newsletters to sustain ongoing engagement, and drip campaigns for lead nurturing can create a balanced and effective email marketing strategy.

Exploring the email marketing universe

When you hear “email marketing,” do you picture a barrage of unwanted offers clogging your inbox? If you’re a business owner wanting to dip your toes into this marketing channel, your first step is to shatter that misconception.

The world of email marketing strategies is a diverse and dynamic field, encompassing a wide range of communication styles and purposes.

Newsletters — building relationships one inbox at a time

Newsletters are the cornerstone of a strong email marketing strategy, focusing on nurturing relationships with your audience rather than pushing for immediate sales. Think of them as a friendly conversation with your subscribers, a way to stay top-of-mind and build brand loyalty over time.

In the B2B space, where sales cycles are often longer, and trust is paramount, newsletters are invaluable. They provide a platform to demonstrate your expertise, share industry insights and position your brand as a trusted advisor. By consistently delivering helpful content, you build credibility and nurture leads through the sales funnel, making them more receptive to your eventual sales overtures.

What’s the purpose of a newsletter?

The primary goals of a newsletter are to:

• Inform — Share valuable industry insights, company news and relevant updates.
• Educate — Provide helpful tips, tutorials and resources that your audience will find useful.
• Engage — Foster a sense of community by encouraging interaction and feedback.

A good newsletter offers a variety of content formats, such as:

• Blog post summaries
• Curated links to interesting articles
• Behind-the-scenes glimpses of your company
• Exclusive content not available elsewhere
• Questions to your audience
• Infographics

Tips for growing your subscriber list organically

Building a robust subscriber list takes time and effort, but the rewards are well worth it.

Here’s how to attract subscribers genuinely interested in what you have to offer:

1. Offer value upfront

• Content upgrades — Provide bonus content (e.g., ebooks, checklists, templates) in exchange for an email address.
• Free resources — Offer tools, webinars or guides that address your audience’s pain points.

2. Make it easy to subscribe

• Prominent sign-up forms — Place them strategically on your website (e.g., homepage, blog, footer).
• Clear call to action — Use compelling language encouraging sign-ups (e.g., “Get Expert Insights Delivered Weekly”).

3. Promote, promote, promote

• Social media — Share snippets of your newsletter content and link to your sign-up form.
• Guest blogging — Include a call to action to subscribe to your newsletter in your author bio.
• Cross-promote — Let your transactional emails do double duty. Add a call to subscribe to your newsletter.

4. Leverage your website

• Exit-intent pop-ups — Offer a compelling reason to subscribe before visitors leave your site. Though, use them sparingly.
• Dedicated landing page — Create a page specifically designed to highlight the benefits of your newsletter and collect sign-ups.

By consistently delivering valuable content and employing organic growth strategies, you can cultivate a loyal subscriber base that looks forward to receiving your material. While this process takes time, the subscribers you gain will be the most engaged.

Promotional email marketing strategies — driving sales without being annoying

Unlike newsletters, which are designed to build long-term relationships, promotional emails are typically more focused on immediate action. They’re essential for increasing revenue and highlighting special deals.

Let’s be honest, nobody loves getting promotional emails. They can feel intrusive, salesy and often end up in the trash. But when done right, these emails can be a powerful tool for driving sales and keeping your audience engaged.

Balancing promotion with value to avoid unsubscribes

The secret to successful promotional emails is finding the sweet spot between pushing your offerings and providing value.

To avoid overwhelming your audience and triggering a wave of unsubscribes, consider the following:

• Segmentation — Don’t blast the same promotion to your entire list. Segment your audience based on interests, past purchases and place on the funnel to ensure that they receive offers that are relevant to them.
• Benefits, not just features — Instead of simply listing the features of your product, highlight the benefits it offers to the customer. How will it solve their problems or improve their lives? Make it clear from the get-go.
• Offer exclusive deals — Reward your subscribers with exclusive discounts, early access to sales or special promotions that aren’t available elsewhere.
• Provide value beyond the sale — Even in a promotional email, you can still offer valuable content. For example, if you’re featuring a new line of running shoes, you could include a link to a blog post with tips for improving running form. Or, if you’re running a sale on a particular item, you can add tips on how to use it.
• Don’t overdo it — Bombarding your subscribers with promotions daily is a surefire way to annoy them. Find a frequency that works for your audience and stick to it.

Examples of compelling promotional emails

• Discount and special offer emails — Offer a limited-time discount, a percentage off, free shipping or a buy-one-get-one deal. Create a sense of urgency by emphasising the time-sensitive nature of the offer.
• Flash sale emails — Announce a very short-term sale (e.g., 24-48 hours) with significant discounts. Use a countdown timer to create a sense of urgency.
• Seasonal promotion emails —Tie your promotions and sales to holidays or relevant seasons (e.g., Black Friday, Back-to-School). Offer themed discounts or bundles that align with the occasion.

Abandoned cart emails — reeling back lost customers

We’ve all been there. We fill our online shopping carts with goodies, only to get distracted and forget about the whole thing. Abandoned cart emails are a powerful tool for gently nudging customers back to complete their purchase.

Timing and personalisation

Sending the right message at the right time can make all the difference between recovering a lost sale and losing a customer forever. A great practice is to send the first email within an hour or two of cart abandonment — while the purchase intent is still fresh.

Follow up with a second email within 24 hours and potentially a third a few days later, depending on your strategy and the product’s price point. Experiment to find what works for you.

Remember that generic, one-size-fits-all emails are unlikely to cut it. Address the customer by name, remind them of the items they left behind (including images) and tailor the message to their potential objections or concerns. Personalisation of your content shows you’re paying attention.

Examples of effective subject lines and calls to action

The subject line is the first impression, and the call to action is your final push. Both need to be compelling to maximise the chances of recovery.

Here are some examples to inspire you:

Email subject lines:

• “Did you forget something?”
• “Your cart is waiting for you.”
• “Still thinking it over?”
• “[Name], your [Product] is still in your cart.”
• “Complete your order and enjoy free shipping.”
• “Don’t miss out on [Product] – it’s selling fast!”
• “Here’s a little something to complete your order” (offer a small discount or free shipping)
• “We saved your cart, plus a special offer inside.”

Calls to action:

• “Complete Your Purchase”
• “Return to Your Cart”
• “Check Out Now”
• “Shop Now”
• “Claim Your Items”
• “Get Your [Product] Today”
• “Finish Your Order and Enjoy!”

Extra tips for abandoned cart emails

• Showcase the items — Include images and product descriptions of the items left in the cart. Visuals jog the customer’s memory and reinforce their desire for the product.
• Address potential concerns — If possible, address common reasons for cart abandonment, such as shipping costs or complicated checkout processes. Offer solutions or reassurance to overcome these hurdles.
• Offer support — Let customers know how to easily reach you if they have questions or need assistance. Sometimes, a simple helping hand is all it takes to secure the sale.

Guru-level tips for your email marketing strategies

In this section, we share the industry-best insights that most marketers overlook — the advanced email marketing strategies and tactics that can dramatically improve your results.

1. Deliverability, A.K.A. staying out of the spam folder

Landing in the spam folder is a marketer’s nightmare.

To ensure optimal deliverability:

• Authenticate your emails — Implement SPF, DKIM and DMARC to verify your identity as a legitimate sender and build trust with email providers so your emails reach their destination.
• Maintain a clean list — Regularly remove inactive subscribers and those who consistently bounce. This improves your sender reputation and reduces the likelihood of being flagged as spam. Use double opt-in, if necessary, to avoid spam complaints.
• Avoid spam triggers — Steer clear of excessive use of all caps, exclamation points and spammy phrases like “free money” or “act now!” in your subject lines and email body. Be mindful of your content and links.

2. Mobile optimisation

With most emails now opened on mobile devices, optimising for smaller screens is non-negotiable.

Here are mobile centric email marketing strategies to note:

• Responsive design — Ensure your emails automatically adjust to fit any screen size, providing a seamless experience across all devices. Use a single-column layout and large font sizes for optimal readability.
• Concise copy — Get straight to the point with short, easily digestible paragraphs. Mobile users are often on the go, so respect their time and attention span.
• Clear visuals — Use high-quality images optimised for mobile viewing. Avoid overly large file sizes that can slow down loading times. Ensure buttons and calls to action are large enough for a handset.

3. Personalisation — making every email feel special

A custom experience is no longer a nice-to-have; it’s an expectation. Tailoring your emails to individual preferences is key to cutting through the noise and building stronger connections.

Use subscriber data to tailor content, offers and timing. Leverage past purchases, browsing history, demographics and others to segment your audience and deliver highly relevant messages. Send emails at the optimal time based on individual engagement patterns.

4. Accessibility

Making your emails accessible to everyone, including those with disabilities, is not only ethical for your marketing but also expands your reach and improves engagement.

• Alt text for images — Provide descriptive alt text for all images so that visually impaired users using screen readers can understand the content.
• Proper heading structure — Use headings (H1, H2, H3) to organise your content logically, making it easier for screen readers to navigate.
• Sufficient colour contrast — Ensure enough contrast between text and background colours to make your emails readable for people with visual impairments.

5. Compliance

Respecting user privacy and adhering to relevant regulations is crucial for maintaining trust and avoiding legal issues.

• Always obtain explicit consent before sending marketing emails.
• Provide a clear and easy way to unsubscribe.
• Be transparent about how you collect and use data.
• Familiarise yourself with regulations like GDPR (for EU citizens), the CAN-SPAM Act (in the US) and the Australian Spam Act.

6. Non-stop testing and iteration

The truth is what works today might not work tomorrow.

To stay ahead of the curve, embrace a culture of continuous improvement:

• A/B test various elements — Experiment with subject lines, calls to action, email designs and send times to identify what resonates best with your audience.
• Analyse results — Track key metrics like open rates, click-through rates and conversions to measure the effectiveness of your campaigns and identify areas for optimisation.
• Stay updated on best practices — Follow industry blogs, attend webinars and keep learning to ensure your strategies remain cutting-edge, or you could just sign up for the Online Marketing Gurus newsletter and get the latest industry insights delivered to your inbox (see what we did there?).

What are the 5 T’s of email marketing?

The five T’s of email marketing are targeting, timing, testing, technology and tracking. This set of 5 core principles that can significantly enhance campaign performance.

Here is how:

• Targeting involves identifying and segmenting your audience to ensure that your emails reach the right people with messages tailored to their interests.
• Timing is about sending your emails at optimal moments when your audience is most likely to engage.
• Testing emphasizes the importance of experimenting with different elements—such as subject lines, content, and calls-to-action—to continuously refine your approach.
• Technology highlights the need for using robust email marketing tools and platforms to automate and streamline your campaigns.
• Tracking means monitoring key metrics and analyzing campaign performance to make informed adjustments.

Together, these five T’s help Australian tech businesses create more effective, engaging, and measurable email marketing strategies.

What are the 4 C’s of email marketing?

The 4 C’s of email marketing are clarity, conciseness, compelling content, and customer-Centric. These 4 essential principles for crafting effective email campaigns.

Here is how:

• Clarity ensures that your message is easily understood by your audience.
• Conciseness keeps your emails brief and engaging, preventing information overload.
• Compelling content grabs the reader’s attention and motivates them to take action.
• Customer-Centric approach tailors your message to meet the specific needs and interests of your subscribers.

When combined, these elements help Australian tech businesses create emails that not only capture interest but also drive meaningful engagement and conversions.

What is the best email marketing platform?

Determining the best email marketing platform largely depends on your business needs and goals. For Australian companies, popular options like Mailchimp, HubSpot, and Campaign Monitor are often favoured for their user-friendly interfaces, robust automation features, and detailed analytics.

These platforms offer a range of tools—from segmentation and automation to integration with other marketing channels—that can help streamline campaign management and boost engagement. Ultimately, the right choice is the one that aligns with your specific objectives, budget, and technical requirements, ensuring your email campaigns deliver measurable results.

Your next-level email marketing strategies starts now

If you’re ready to transform your email marketing or any other digital channel from mundane to magnificent, there’s no need to look further. As Australia’s leading SEO services agency with over a decade of experience and 40+ awards, Online Marketing Gurus can elevate your entire digital presence. From SEO and PPC to social media and content marketing, our world-class gurus leverage insider information and advanced strategies to drive real results.

Contact us today and claim your complimentary website audit to kick things off.

About the Author

Danny Andrawes

Danny Andrawes, Chief Executive Officer of OMG, plays a pivotal role in shaping the agency's strategic direction. With nearly 20 years of experience, he progressed from Content Specialist and Digital SEO Specialist to CEO, leveraging his impressive background in SEO/SEM delivery, client acquisition and retention, and change management to enhance OMG's service offerings. Danny’s leadership emphasises client partnerships and the integration of cutting-edge tools to optimise digital campaigns, positioning OMG as a trusted partner for businesses worldwide.