What, exactly, is an email newsletter?

An email newsletter is an email which is sent out either regularly, or just once, and it can be in HTML or plain text format. An ever-increasing number of businesses have moved away from a traditional printed subscriber magazine to digital media, such as email newsletters.

There are four kinds of email newsletters:

Single promotion (focusing on one topic)
Regular newsletter (featuring several topics)
Auto-responder (a series of emails which are sent after subscribing)
Other automatically triggered emails (e.g. by clicking on a specific link)

What are the advantages of email newsletters?

It’s much less expensive than traditional media (such as print products)
The medium is quicker to deliver and easier to create
You can actively measure your results – this enables you to tailor your content to the demand, and it allows you to keep an eye on your return on investment
Purchases and registration can be combined without switching from one medium to another
Thanks to their smartphones, your subscribers will receive email newsletters even while not at home

What are the disadvantages of email newsletters?

Emails are deleted relatively fast and are often read on the fly
The number of email newsletters in people’s inboxes is already quite high
Now, if you compare the advantages and disadvantages, you will probably realize that email marketing has its place, but more than that, you might also come to the conclusion that you should start your own email marketing program.

How does creating a newsletter actually work?

Most providers offer a graphical editing interface. Using the drag & drop editor, you can add the building blocks you want to your newsletter. It’s incredibly easy, and you don’t need any programming skills.  There are plenty of free email marketing platforms.  Mailchimp is one of the easiest to use and comes with the most free inclusions. 

Can I buy a mailing list?

You can however, it is against the SPAM act in Australia to send unsolicited emails.  Most Bulk email providers with block your account if you are using bought mailing lists.  Your mailing list must come from opt in users.

Keep your mailing lists clean

It is important you keep your mailing lists clean of emails which will bounce.  This means an email address you are sending to is no longer active.  If you have too many 'dead' email addresses in your list your bulk email provider may think you are spamming and block you.  You can use utilities like Never Bounce to clean your email list. 

Legally speaking, what do I have to be aware of when using email marketing in Australia?

The Spam Act 2003 prohibits the sending of unsolicited commercial electronic messages—known as spam—with an Australian link. A message has an Australian link if it originates or was commissioned in Australia, or originates overseas but was sent to an address accessed in Australia.

What is a commercial message?

The Spam Act 2003 defines a commercial electronic message as:

offers, advertises or promotes the supply of goods, services, land or business or investment opportunities

advertises or promotes a supplier of goods, services, land or a provider of business or investment opportunities

helps a person dishonestly obtain property, commercial advantage or other gain from another person.

The Act classifies an electronic message as ‘commercial' by considering:

the content of the message

the way the message is presented

any links, phone numbers or contact information in the message that leads to content with a commercial purpose—as these may also lead the message to be defined as 'commercial' in nature.

What messages can be sent without consent?

Certain messages from the following types of organisations:

government bodies

registered charities

registered political parties

educational institutions (for messages sent to current and former students).
What about purchased email lists?
There are providers who try to sell you such lists and, in some cases, they even have opt-in proof which would hold up in a court of law. However, most email services we know of won’t let you use those kinds of lists. They don’t want to risk their good sender reputation, so they prohibit the use of purchased mailing lists. Statistics clearly show that the number of complaints is higher than the number of successful clicks for such lists.

So how do I get people to subscribe to my email newsletter?

In the long run, your best strategy is good content. If your content adds value to people’s lives in some way, they will talk about, and recommend, it. So try and stay away from sales-driven advertising emails as much as possible. Instead, we recommend you use email marketing to invest in good customer relations.



Subscribers  2000  
Emails  12,000 / month


Subscribers  2000  
Emails  12,000 / month


Subscribers  2000  
Emails  14,000 / month




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