To start email marketing, build a list of people who have agreed to hear from you, send them something genuinely useful on a steady rhythm, and set up your sending domain properly so messages reach the inbox. In Australia the Spam Act sets the legal baseline: consent, clear identification and an easy way to unsubscribe. Get those three right and the rest is craft and measurement.
Step 1: Understand the rules before you collect anyone
The ACMA’s guidance on avoiding spam says that before sending marketing messages you must have consent from each recipient, even if someone else sends the messages for you. After that, every message must identify you as the sender, include your contact details and make it easy to unsubscribe.
Key points from that page:
- Express consent means the person knowingly accepts marketing from you, for example by filling in a form, ticking a box or telling you face to face. The ACMA calls this best practice.
- Inferred consent is narrower: it may apply where someone knowingly gave their address and could reasonably expect marketing, usually through an ongoing relationship, and the marketing relates directly to it. The ACMA says it is less reliable than express consent and does not cover sending after someone has simply bought something.
- You cannot email someone to ask for consent, because that is itself a marketing message.
- You must be able to prove consent, so record who consented, when and how.
- You remain responsible for consent on any list you buy or use.
- An unsubscribe request must be honoured within 5 working days, must not cost a fee, and must not require a login or extra personal information.
This is general information, not legal advice. Seek professional advice for your specific situation.
Step 2: Build the list honestly
Good sources of subscribers are the ones you can document:
- A sign-up form on your website with a clear statement of what people will receive and how often.
- A tick box that is not pre-ticked, with the date and form recorded.
- A useful incentive tied to your service, such as a checklist or guide.
- In-person or phone sign-ups, recorded in writing at the time.
Avoid bought lists and harvested addresses. The ACMA notes you cannot use or supply a list created with address-harvesting software.
Step 3: Plan campaigns people want
Match message type to purpose:
| Type | Purpose | Example |
|---|---|---|
| Welcome | Set expectations, deliver the promised item | A short thank you with the download |
| Newsletter | Regular value and relationship | Useful tips or updates |
| Promotional | A specific offer or launch | A seasonal service announcement |
| Automated sequence | Nurture after sign-up | Three helpful emails over two weeks |
| Transactional | Receipts and confirmations | Order or booking confirmation |
Build a simple calendar (see content calendar planning) and give each email one job and one main call to action. Think of email as a stage in your marketing funnel, not a standalone channel.
Step 4: Set up deliverability
Google’s email sender guidelines state that all senders must set up SPF or DKIM for their sending domains, and that bulk senders, defined as those sending more than 5,000 messages a day to Gmail accounts, must set up SPF, DKIM and DMARC. Bulk senders’ marketing messages must also support one-click unsubscribe. Google asks all senders to keep the spam rate shown in Postmaster Tools below 0.30 per cent, and recommends staying below 0.10 per cent.
Most small lists will fall under the bulk threshold, but the safe approach is to configure authentication anyway. Your email platform’s documentation usually explains the DNS records. Then:
- send from a consistent, recognisable name and address
- remove unengaged and bounced addresses periodically
- avoid sudden large increases in sending volume from a new domain
- keep unsubscribe links visible, not hidden in tiny grey text
Remember that rules from mailbox providers change, so check their pages periodically.
Step 5: Measure what matters
Opens, clicks and unsubscribes are the usual starting metrics, but treat opens with caution because they are an imperfect signal of real reading. Clicks, replies, enquiries and sales say more. Use consistent tracking links so you can connect email visits to outcomes in your analytics.
A launch checklist
- Sign-up form with clear wording and recorded consent
- Welcome email ready
- Sender name, address and business details in every footer
- Working unsubscribe, tested end to end
- SPF and DKIM (and DMARC if applicable) set up
- First four emails planned
- One metric tied to a business outcome
If you also need landing pages or tracking for sign-ups, see advertising law basics for the wider rules on claims in marketing copy.
Where Radiance Impact fits
Radiance Impact’s Growth team helps businesses plan campaigns and measurement, and the Technology team can build sign-up forms and automation. See Growth or contact us to talk through a first email programme.
Sources
- Avoid sending spam, Australian Communications and Media Authority
- Email sender guidelines, Google Workspace Admin Help
