Anna Gilbert Creative

Does E-NEWS marketing still work?

A Deep Dive into Email Marketing

In the cluttered digital marketing landscape, businesses are often looking for innovative ways to stand out, and email marketing – which has evolved significantly over the years – is at the forefront of their strategies. But did you know that if used strategically, email can deliver up to a 4,000% return-on-investment, and can go hand in hand with your search engine optimisation (SEO) efforts which are second in line delivering at up to 2,200% ROI! (source: Multiplier Magazine)! At ANNA GILBERT CREATIVE, as a full-service digital marketing agency, we love and are highly experienced in marketing communications and can help you leverage email marketing as a channel to transform your business.
In this blog post we’ll explore what email marketing is, its importance for business growth, and how we can support you in making the most of it. We’ll also touch on the essential software used for email marketing, and how you can get started with email marketing today!

What is Email Marketing?

Email marketing is a digital marketing strategy centred around sending targeted emails to a list of subscribers. These emails can encompass e-newsletters, promotional deals, personalised content and more – all designed to engage, inform, and convert potential customers. It’s a cost-effective and direct way to connect with your audience and build lasting relationships.

Why Email Marketing Matters for Your Business.

For businesses, email marketing is a game-changer for a few reasons:

Email marketing enables direct communication with your existing audiences and those who’ve engaged with you otherwise. You can share updates, special offers and exciting opportunities – directly to their inbox

Tailoring emails to individual preferences fosters personal connections, making subscribers more likely to engage and convert.

Consistent and valuable email content builds trust and credibility, encouraging potential clients to choose your services.

Email marketing offers one of the highest ROI in digital marketing, making it a cost-effective choice for your brand.

Email Marketing Software: Your Toolkit for Success

An integral part of email marketing is the software that facilitates its execution. Here are a few key tools that are commonly used:

1. MailChimp:
A user-friendly platform offering a variety of templates, analytics, and automation options – perfect for businesses just getting started.

2. Constant Contact:
Known for its simplicity, Constant Contact provides effective email marketing solutions and robust analytics for optimising campaigns.

3. HubSpot:
Ideal for comprehensive marketing efforts, HubSpot integrates email marketing with other tools such as CRM and social media management.

4. GetResponse:
A versatile platform that combines email marketing, automation, and landing page creation to streamline your campaigns.

5. ActiveCampaign:
Renowned for its advanced automation and CRM capabilities, ActiveCampaign is perfect for businesses seeking in-depth personalisation, data analysis and segmentation.

So how to choose the right software?
In the quest to find the ideal email marketing software for your business, let’s break down the pros and cons of the popular options:



  • User-Friendly:
    MailChimp’s intuitive interface is simple and easy to use for beginners, making email marketing accessible.
  • Templates:
    It offers a diverse range of customisable templates, simplifying email creation.
  • Automation:
    Basic automation features are available for setting up drip campaigns and segmenting lists.
  • Analytics:
    Strong analytics tools empower you to monitor and measure campaign performance effectively.


  • Limited Automation:
    MailChimp’s automation capabilities may feel restrictive for businesses with complex marketing workflows.
  • Cost:
    As your email list grows, MailChimp’s pricing can become less competitive, leading to higher expenses.
Constant Contact


  • User-Friendly:
    Constant Contact is lauded for its user-friendliness, particularly suited for small businesses.
  • Templates:
    It provides various customisable templates and tools to create visually appealing emails.
  • Automation:
    Basic automation features are available, making it easy to send targeted emails.
  • Analytics:
    Robust analytics help in tracking and optimising campaigns.


  • Limited Automation:
    Similar to Mailchimp, Constant Contact’s automation features may be too basic for more complex marketing strategies.
  • Limited Integrations:
    It may not integrate as seamlessly with other tools and platforms as some other options.


  • Comprehensive Marketing:
    HubSpot offers an all-in-one marketing solution, integrating email marketing with CRM, social media, and more.
  • Personalisation:
    It provides advanced personalisation capabilities for highly tailored content.
  • Automation:
    HubSpot’s automation features are advanced and support complex workflows.
  • Analytics:
    Detailed analytics offer insights into subscriber engagement and campaign success.


  • Complexity:
    The comprehensive nature of HubSpot may be overwhelming for smaller businesses or those with limited marketing experience.
  • Cost:
    The full suite of HubSpot tools can be expensive, particularly for startups and smaller businesses.


  • Versatility:
    GetResponse combines email marketing with automation and landing page creation in one platform.
  • Advanced Automation:
    It offers advanced automation features, ideal for creating sales funnels and webinar marketing.
  • Analytics:
    In-depth analytics help track subscriber behaviour and campaign success.


  • Learning Curve:
    GetResponse’s versatility may require a steeper learning curve for beginners.
  • Price:
    As your subscriber list grows, costs can increase, potentially becoming a concern for businesses with large email lists.
Active Campaign


  • Robust Automation:
    ActiveCampaign provides powerful automation features, allowing you to create complex workflows and personalised customer journeys. This can help you save time and nurture leads effectively.
  • Segmentation:
    The platform offers advanced segmentation capabilities, enabling you to send highly targeted and relevant content to your subscribers. This can lead to higher engagement and conversion rates.
  • Email Deliverability:
    ActiveCampaign is known for its good email deliverability rates, which means your emails are more likely to reach your recipients’ inboxes instead of being marked as spam.
  • Integration Options: It offers a wide range of integrations with other software and tools, including CRM systems, e-commerce platforms, and more, making it versatile and suitable for various business needs.
  • Split Testing:
    ActiveCampaign supports A/B testing, allowing you to experiment with different email content, subject lines, and send times to optimise your campaigns.


  • Learning Curve:
    The platform’s extensive feature set can be overwhelming for beginners, and it may take some time to learn how to use it effectively.
  • Pricing:
    ActiveCampaign’s pricing can be relatively high for small businesses with limited budgets, especially if you need more advanced features and automation capabilities.
  • Limited Reporting:
    While it provides reporting features, some users find the analytics less comprehensive compared to other marketing automation platforms.
  • Customer Support:
    Some users have reported mixed experiences with customer support, with longer response times and occasionally less helpful assistance.
  • User Interface:
    While it has improved over time, some users may find the user interface less intuitive and more complex than other email marketing platforms.

In evaluating these email marketing software options, consider your specific needs, budget, and the level of automation and personalisation required. For those just starting, MailChimp and Constant Contact provide accessible platforms, making them a user friendly option.
HubSpot is ideal for businesses seeking a comprehensive marketing suite and both Active campaign and GetResponse stand out for their versatility and advanced automation and data analysis capabilities.
Ultimately, the choice depends on your unique business requirements, so take the time to assess your goals and audience carefully. Anna Gilbert Creative can provide valuable insights to help you make an informed decision and optimise your email marketing strategy for success

How can a digital marketing agency help?

Now, let’s delve into how Anna Gilbert Creative can help your tourism business thrive with email marketing on the Sunshine Coast:

1. Tailored Strategy:
The team at Anna Gilbert Creative can customise an email marketing strategy aligned with your brand’s voice and audience preferences, ensuring your emails resonate with the Sunshine Coast’s spirit.

2. Compelling Content:
We can craft engaging and valuable content, shedding light on events, special offers, new services or products, behind-the-scenes stories, awards, how-to guides and inspirational articles.

3. Automations:
We can plan and create nurture sequences plus set up your automation workflow and frequency for retention success. From an initial enquiry, abandoned cart, re-engagement, reminders and fact sheets.

4. Responsive Design:
In a mobile-first world, Anna Gilbert Creative ensures your emails are visually appealing and mobile-friendly, improving user experience and SEO performance.

5. Analytics and Optimisation:
Through continuous monitoring of email performance and local SEO optimisation, Anna Gilbert Creative fine-tunes your campaigns for sustained success.
How to get started with Email Marketing

Email marketing is an indispensable tool for marketing your brand, and Anna Gilbert Creative is your seasoned partner in making the most of it. With our full service digital marketing agency, you can enhance your business presence, elevate your key messages, and create meaningful connections with your audience.
Our specialised team will utilise email marketing software that aligns with your specific business goals, values and brand voice, playing a pivotal role in making your campaigns efficient and effective, helping you reach and engage with your local audience effectively.
Don’t miss out on the opportunity – let email marketing and Anna Gilbert Creative guide your way to success.