A Guide to Email Marketing

Email Marketing 101

We know things are crazy at the moment for our local businesses. It’s a big juggle managing staff shortages, implications to supply chains and the ever-changing regulations, but there is one thing you can do to help your business maintain sales in this time, and that’s Email Marketing.

Email Marketing is your best friend. It’s one of the most effective ways to engage and build relationships with your customers, subscribers and leads. Why? Because you’re communicating with people who have already shown interest and see value in your business offering, and because of this they are much easier to nurture and convert into customers (and sales). Email Marketing on the Gold Coast can provide that extra push to move these people from the start to the end of the consumer journey.

The Golden Rule

Email Marketing is not about you or your brand, it’s about your audience. You need to really get in the mind of your target audience and create content you know they will value and engage with. Keep things simple to begin with and segment your contact list into customers and leads.

With your leads, your communication should give them the information and tools (in a non-salesy way) to make a purchase decision. Maybe that looks like behind the scenes content, product features and/or exclusive discounts. When it comes to your customers, Email Marketing is all about nurturing the relationship and doing what you can to get the most out of their appreciation for your brand, for example, tips on how to care for their purchase, how to use it in unconventional ways, loyalty and referral programs and asking them to leave a review. Top tip: offer something of value to your readers in exchange for an action, for example leaving a review, because if there is something in it for you, there has to be something in it for them.

Email Marketing


If you have a little time up your sleeve (perhaps when you’re isolating at home ?), setting up and automating a series of emails is the best thing you can do. Create a flow that a takes a newsletter subscriber or new customer on a journey to learn more about who you are and the products or services they are specifically interested in. The automated flow means all your new customers and subscribers are regularly reminded about your brand automatically. Remember, the content in these emails must be targeted to the reader (customers and leads need different information). Mailchimp is the place to get started and there are plenty of tutorials on YouTube to help when you get stuck.

Reach your readers in their inbox at the right time, with relevant and personalised content in a consistent manner and it’s more likely you’ll make more sales. Remember, there is a fine balance when it comes to how often you should reach customers on email. Don’t be a spammer – touching base with your valuable contact list every week or two is more than enough.

Check out what we’ve been up to

Lismore City Council
Lennox Centenary

Chamber Toast to Business Success

The Northern Rivers Review has featured us in a story about the announcement of finalists in the NSW Business Chamber's Northern Rivers Regional Business Awards. We are very excited to be recognised as finalists in the category of Business and Professional Services.

We are finalists, alongside 129 other businesses across 7 of the LGA's in the Northern Rivers; Tweed, Byron, Ballina, Kyogle, Lismore, Richmond Valley and Clarence Valley. The formal awards night will go ahead (fingers crossed) on Saturday, 23 October, where winners in each category will be announced. Winners will move onto the State awards, where they'll compete against 12 other regions across NSW and Sydney.

Related Tag: Marketing Gold Coast

Read the full article here.


Byron Magazine features Barefruit’s rebrand of BayFM

It was exciting to see that the local Byron Magazine ran our story on the pro-bono work we recently completed for not-for-profit, community radio station, BayFM. We completed a rebrand to help strengthen the brand and increase funding for the station which was near closing down.

The new branding is the result of an 18-month collaboration and sees the inclusion of the station’s home of Byron and was rolled out across all brand assets including a new website. Barefruit Marketing’s Co-Founder Evan Harding says,

“It was decided that to change the station’s name was a step too far, so the logo was simplified to be more digitally friendly, flexible and to include the world-famous name ‘Byron’. The brand’s fonts, colours, and images were all recreated for today’s digital world.”

Read more about the project here.

Raine & Horne – Integrated Marketing Campaign

Raine & Horne

Integrated Advertising Campaign

The work

Barefruit was engaged by nationally recognised real estate company Raine & Horne to bring a fully integrated campaign including a television commercial, press, outdoor and online to fruition. In a highly competitive market – we went above and beyond standard real estate advertising to produce a commercial and overarching campaign. ‘We’ll Love Your Listing’ has a refreshingly different approach and leaves a heart-warming impression on its audience. This was a major project for Raine & Horne, produced by Barefruit’s in-house creative team and the employment of film director, camera and lighting team from Sydney and the Northern Rivers, as well as local hair, make-up and interior stylists.

Raine & Horne were ecstatic with the end result, a beautiful campaign that stands out from a saturated market, tells truth in a heart-warming way and has serious longevity.

Raine & Horne Billboard
Raine & Horne Facebook Mock Up
Raine & Horne Bus Wrap
Raine & Horne Bus Wrap
Raine & Horne Bus Wrap
Raine & Horne Bus Wrap
Raine & Horne Print Ad
Raine & Horne Print Bus ad
Raine & Horne - Billboard
Raine & Horne Print Ad
Raine & Horne Print Ad

Like what we do? Let us help your business grow?with an integrated campaign.
Send us an enquiry below...

Hey Team Fruity!

    I'm , I'd like you to help my business 'barefruit'.

    I am interested in

    You can call me on and email me at

    We'd love to know how you heard about us?

    Barefruit launches Raine & Horne, ‘We’ll Love your Listing’

    Barefruit was recently presented with an exciting opportunity to work with Raine & Horne, a nationally recognised local real estate company, to bring a fully integrated campaign to fruition. This included a television commercial, press, outdoor and online advertising. So many of our clients moved to digital advertising throughout 2020, due to the global pandemic. However, as we all know, real estate is booming, and due to it being a highly competitive market - Raine & Horne needed to be top-of-mind of those selling their homes.

    What’s more, the client was willing to go above and beyond to produce an overarching campaign 'We'll Love Your Listing' which would leave a heart-warming impression on its audience. The brief was to create an engaging TVC (television commercial) that would captivate the audience on an emotive level whilst showcasing Raine & Horne’s passion for real estate, by recognising the emotional importance of what other real estate agents often see as just bricks and mortar.

    Andy Pilkington, Strategy and Creative Director says,

    "We were struck by just how passionate the Raine & Horne team were and some of the lengths they go to to ease the buying and selling of homes. People say that moving is one of the most stressful things in life but - aside from the packing - moving home represents a fresh start and the opportunity to take your best memories with you."

    A perfectly imperfect home

    The TVC is told as a narrative, which includes a series of perfectly imperfect vignettes of family life in a regional property. During post-production, scenes were cut to a female voice over who reads out the family’s ‘rules’ (which are based on the popular frames prints that many have hanging in their homes). The story completes with the viewer realising the vignettes are all memories these sellers will take with them to their next house.

    Sorry Mum Vingette
    party time vignette

    The TVC was shot over one day on location in the Byron Hinterland. The result was a team effort from start to finish, with input and experience from Raine & Horne coupled with Barefruit’s seasoned in-house creatives. We employed a film director, camera, and lighting team from Sydney and in the Northern Rivers, as well as a local hair and make-up artist and interior stylist.

    Evan Harding, Barefruit Marketing’s Co-Founder, and Head Harvester says,

    “It was a major project for Barefruit Marketing – the team pulled it together, all in under 3 months, without any major setbacks. We are really proud of the end result – it is one of our biggest productions yet.”

    The style of the ad is beautifully messy, and it delights in muddy children and dogs, bubbling casseroles, and imperfect interiors. The aesthetics and colour grade highlight the dust, dirt, and atmosphere rather than hide it. All shots were taken to give a sense of being part of the modern family, which was cast from a mixed group of talent, all from the Northern Rivers.

    Raine & Horne were ecstatic with the end result, a beautiful commercial and campaign message, 'We'll love your listing', that stands out from a saturated market, tells truth in a heart-warming way, and has serious longevity.

    Julie-Ann Manahan, Raine & Horne's Licensee/Principle says,

    “We are so proud of working with the team at Barefruit and their suppliers, they have produced one of the best all time real estate campaigns for us.”


    Related TagAdvertising Gold Coast

    We'll Love Your Listing

    Juicy Tips

    tips to grow your hashtags

    Do you know how to get your Instagram account noticed by the right audience and grow your following?

    Do you know how to get your Instagram account noticed by the right audience and grow your following?

    Hashtags are a great (and free) way to reach new clients and followers.

    You can use up to 30 hashtags per post, but it’s important to use them wisely or your posts will not reach the right target audience. Instagram posts with at least one hashtag average 12.6% more engagement than posts without, so it’s worth spending some time forming a hashtag strategy to grow your account.

    Here are a few tips to help you get started:


    Use hashtags that are relevant to the content you are posting. This way you can reach people who are looking for what you are offering. By using too generic or popular tags, you run the risk of your post being quickly buried in the hashtag feed.


    Instagram may block a tag from use if it has been inappropriately used in the past. To check this, search for the tag then click ‘recent’. If blocked, no recent images will show and you’ll see a message from Instagram advising recent posts have been hidden. Using a broken tag will make your other tags useless.


    If you have a business Instagram account, you can view insights for each post to see what is and is not working. The insights function will tell you how people found your post via hashtags.


    Having a brand or product specific tag is a great way of building brand awareness, and a community. Add your hashtag to your profile and encourage your clients to use the tag on their own posts to spread the word about your business, and regram their posts (if relevant).

    If you’d like to talk about your Social Media Management or Marketing Strategy, contact our team on 1300 328 034.

    Don’t forget to follow us too @barefruitmarketing

    ‘Hello, is it you we’re looking for?’

    We are looking for a Strategic Creative to join our busy team in Ballina, with a focus on conceptual branding and design.

    We want someone that wants to be part of something special. We want someone who is real and straightforward, capable of producing and presenting brave ideas. We want someone to challenge the status quo and someone to challenge us at Ping Pong on a Friday afternoon.

    You will work closely with the strategic team to understand our clients and their brands, interrogating their briefs and shaping bold and creative solutions.

    You understand the power of branding and great copy and you will oversee the creative output of the agency, mentoring the creative team.

    We’re not looking for a graphic designer, or an illustrator, or a copywriter, we’re looking for the whole shebang.

    You might already live close by, or looking to move to the beautiful Northern Rivers. You may be looking for full time, or for some on-going part time or freelance work. Whatever you are looking for, we want someone who is in this with us for the long term, to be part of our future.

    To apply please send your portfolio, CV and salary expectations to claire@barefruit.com.au

    creative solutions

    We’ve been shortlisted for Optus My Business Awards

    We are proud to announce that we've been shortlisted as a finalist to win an award in the Media, Marketing and Advertising Business of the Year category at the Optus My Business Awards 2016, hosted by My Business, Australia’s longest-running publication tailored to the small business community.

    The Optus My Business Awards, which covers 24 categories, recognises individual and business excellence across the diverse range of industries and locations in which small businesses operate.

    Winners in the individual categories will automatically be shortlisted for the coveted My Business – Business of the Year Award.

    “This year we’ve received a huge interest in the Optus My Business Awards, with hundreds of submissions flowing in from across the country. Congratulations to all the businesses that have made it to the finalist stage – it’s an outstanding achievement,” said Phillip Tarrant, editor of My Business.

    “With so much innovation, hard work and service excellence on display, I don’t envy the judges their difficult job of determining the winners. I have no doubt the excitement will only continue to build as we count down to the big night.”

    Claire Harding, Director at Barefruit Marketing said she was humbled by the nomination.

    “Barefruit Marketing’s recognition for our contribution to the Northern Rivers business community reinforces our belief in a truly integrated approach to marketing, and having the ability to really listen to your customers” she added.

    Winners of the Lennox Head Chamber of Commerce Awards 2016 ‘Business of the Year’, Barefruit Marketing has celebrated a number of successes during the last 18 months, as winners of three awards in 2015, the ‘Best Home-Based’ and ‘Online Marketing’ Award at the Ballina Chamber of Commerce Awards, ‘Excellence in Small Business at the Northern Rivers Business Awards’ and were also ‘State Finalists’ in the NSW Business Awards.

    The winners of the Optus My Business Awards will be announced at a five-star gala awards dinner on Friday, 18 November at Sydney’s Four Points by Sheraton.

    Wish us luck!

    Related Tag: Digital Marketing Gold Coast