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Use email marketing

Communicate directly to your customers to boost trust and win sales.

On this page

  • Build an ongoing relationship with your customers
  • Get email marketing best practice tips

Important

The ACMA is responsible for enforcing the Spam Act 2003, which prohibits the sending of ‘unsolicited commercial electronic messages’ (known as spam) with an 'Australian link'. To ensure your email marketing is compliant, learn more about The Spam Act 2003 here. 

Boost relationships and build trust with your customers

Email newsletters promote long, ongoing relationships with existing customers by keeping your business in front of your customer base. With the right content you can deepen your relationship with your customers through:

  • effective subject line writing (getting your messages opened)
  • your distinctive voice (getting those messages read)
  • and delivering quality content your customers can share with others (word-of-mouth).

Email marketing also enables you to cost-effectively communicate with your customers in a way that’s immediate and relevant.

Here are some practical tips for using email marketing effectively:

Best practice

A general rule is to keep your design and copy minimal.

You should also: 

  • make sure you get permission (e.g offer opt in subscription at your shop)
  • match your email to your brand – include your company logo and colours
  • integrate a link to the web version of your newsletter somewhere easy to see.

Design

Ensure that your user's experience is a good one by: 

  • keeping the design clean and simple
  • designing the email template so it’s readable for mobile users
  • optimising your layout for the email preview panel.

Content

When writing the editorial copy you should:

  • use short sentences and make your call to action clear, avoiding passive words
  • build a relationship, ensure you write for people not for robots 
  • try to ask questions and encourage a response.
It's worth scheduling your content in a content plan so you're thinking ahead about what your subscribers would like to read.