Why Sliding into Inboxes is Your Secret Weapon

So it’s 2025 and amongst the many, many emails you still receive, you’re thinking  ‘No one opens these anymore.’

We get it. With social media taking up so much space in our heads (and our screens), email can feel a bit… old school.

But here’s the truth: email marketing is far from dead. In fact, when it’s done right, it’s one of the most cost-effective, high-impact tools your business can use.

According to Mailchimp’s latest data, email campaigns are achieving impressive results, with certain industries seeing open rates as high as 41.37% and click-through rates around 2.62% . In Australia, engagement is even higher, with open rates nearing 36% – nearly double the global average.

Why it matters

There’s many positive benefits for using this medium to communicate with your audience: 

• It’s direct and personal, so your message lands straight into your customer’s inbox, not lost in a feed.
• You own it. Unlike social media, your email list is yours. No algorithm changes. No platform crashes. Just direct access.
• You have the opportunity to talk to your audience in a much more personalised way compared to other formats. 

So let’s talk about how to actually use email marketing effectively, and how to build a list that isn’t just numbers, but real people who want to buy from you.

How to start building your database for email marketing 

1. Create a lead magnet

People won’t hand over their email for nothing. Offer them something valuable in return:

• A checklist or cheat sheet
• An exclusive discount
• A how-to guide

Hive Tip: Keep it relevant. If you’re a local plumber, a “Top 5 Tips to Avoid a Winter Pipe Disaster” PDF could be gold here.

2. Add Sign-Up Forms in all touchpoints

Make it easy to subscribe to your database by adding a link to subscribe across all your touchpoints where your audience is. Add forms to:

• Your website homepage
• Your social media bio
• The bottom of blog posts
• Your email signature
• If budget permits, create a few social media ads to really push the message

Hive Tip: Use a pop-up with a compelling CTA like ‘Get free tips straight to your inbox!’

3. Be super clear about the value you’re offering

Tell people what they’ll get by subscribing – and almost create a bit of FOMO if they don’t.

For example: “Join 500+ local business owners who get monthly tips to grow smarter (not harder).”

We’ve got the database sorted… What next? 

When thinking about your content, you want to give subscribers a reason to stay (and avoid hitting that ‘unsubscribe’ link). It’s not about blasting discounts every week. Your emails should build trust, not just transactions. 

At Hive, we recently introduced a ‘monthly recap’ where we shared what our team got up to that month. From research insights to fun activities we participated in, we saw a huge spike in open rates and click-throughs by being authentic and sharing this side of our business!

Here’s a few ideas of what you can share: 

• Industry insights or tips (make it digestible!)
• Behind-the-scenes stories
• Customer success stories
• Personal messages from the owner
• Product or service update

Hive Tip: Show up consistently. Start with a monthly newsletter, and be sure to always include a call to action (CTA), like ‘Book a call’ or ‘Grab this week’s deal in store.’

Now, we know what you might be thinking… I’m no tech-genius. How do I even create an email? What platform do I use to create my email? Here are some tools we love for beginners:

• Mailchimp – Easy templates and automation (plus, there’s free plans available)
• Klaviyo – Klaviyo is another great tool that we have used to create funnels that bring in leads from your social media ads directly into your database

Email marketing is not just alive. It’s thriving. And if you’re a small business owner in Penrith looking for a low-cost, high-impact way to grow your business, building your email list is one of the smartest moves you can make.

Start simple. Start small. But whatever you do, just start.

Need help setting up your first email campaign? The Hive team is always here to help you connect the dots and make marketing make sense.