Top 5 tips for building your email database

Eager to build your email database but not sure how? Worried that your e-newsletters might contravene the Australian SPAM Act?

Here are Brisbane Hosting’s sure fire tips for growing your email audience while still staying on the right side of the law.

  1. Use an online tool such as MailChimp to manage your email database. This will make managing your database and distribution of e-newsletters a breeze. These tools also offer ready-built templates with the mandatory unsubscribe and sender identification functionality (two of the Australian SPAM Act criteria everyone has to follow when sending commercial messages electronically.) Yes, there is generally there is a small cost to use these services but they will save you a lot of headaches (and dollars) by streamlining your communication.
  2. Create a tailored e-news template for your business. Not only will your email communication look professional and on-brand, but you’ll save time and money because you don’t have to have to start from scratch every time you want to send an e-newsletter. A prime example of how to work smarter, not harder.
  3. Add a subscribe form to your website homepage. And while you’re at it, spend one minute updating your email signature to include a “click here to join our mailing list” call to action. The key is to make it super simple for people to join your mailing list. It’s also wise to set clear expectations as to how frequently you will be contacting them as people will be less likely to subscribe if they think you’ll just clog their inbox with irrelevant deals and offers.
  4. Be consistent with how often you send e-newsletters. By setting clear expectations from the outset and then delivering on this promise is one way to build trust with your audience – meaning they’ll be more likely to use your services down the track.
  5. And perhaps importantly, provide snappy and informative content that will engage your readers. Your email database can be an enormously valuable marketing tool, so don’t waste the opportunity to speak directly to your customer base. It’s no secret that most people are drowning in a sea of unwanted emails, so it’s even more crucial that your communication stands out from the crowd – in other words, don’t go too heavy on the sales pitch.While you’re ultimate aim is to convert a sale or new customer, put yourself in their shoes of your customer and identify ways that you can add value and make their lives easier. By providing helpful hints or ‘how-tos’ (this could be links to your blog or videos on your website) you will be enhancing the customer’s experience and perception of your brand. This, balanced with your sales message or special deals, will in turn deliver a stronger return on investment.

Ready to ramp up your e-newsletter marketing efforts? Don’t forget to abide by the Australian SPAM Act – you can read our refresher on the rules and regulations here.

Brisbane Hosting can also help with getting your email database set up, connected to your website and also assist with the template development, copywriting and distribution of your e-newsletters should you require. Call us today.

Brisbane Hosting & Website Hosting’s products and services include Website Hosting, Domain Names, DNS Services, Website Development, Website Design, Website Revamps, Website Maintenance, Social Media Campaigns and more.

Contact Brisbane Hosting on (07) 3889 2977 or via email for further information. 

E-newsletter refresher: What does the Australian SPAM Act include?

Created in 2003 and managed by the Australian Communications and Media Authority (ACMA), the Australia SPAM Act 2003 outlines what you legally can and cannot do when sourcing new subscribers, or sending commercial messages electronically to your network or database.

To begin with, it’s important to understand what is classified as an electronic commercial message?

  • Email
  • Short message service (SMS or text messages)
  • Multimedia message service (MMS)
  • Instant messaging (IM)

There are three key parts to the code of conduct to be aware of:

1) Consent – not only must you have consent from the individual you are contacting, but you need to be able to prove it.

A lot of the online tools you use to manage your e-newsletters have the functionality to embed a ‘sign up’ form into your website. The benefits are two-fold, firstly it makes it uber-easy to keep your database up-to-date with new subscribers, and secondly you can also keep track of when and how someone joined your mailing list (the proof!).

How do I know if I have consent? Well, according to ACMA there are two types:

(a) Express Consent – when that person or company willingly provides their email address by ticking a box on a website, filling in a form, face-to-face or by swapping business cards, and that person is made aware they may receive commercial messages.

(b) Inferred Consent – this can be trickier to navigate. Inferred consent can be obtained via another existing business or other relationship where there is ‘reasonable expectation’ of receiving commercial electronic messages. The other instance is when someone’s work contact details are publicly listed or published. There are a couple of caveats to be mindful of, so best to read the guidelines from ACMA here if you’re unsure.

Click here to read ACMA’s frequently asked questions around consent.

Side note: Some types of organisations are exempt from sending certain commercial messages without consent. This includes government bodies, registered charities, registered political parties and educational institutions (when contacting current and former students).

2) Identification – any time a commercial electronic message is sent, it must clearly identify the sender. This includes the individual or name of organisation that authorised the distribution of the message (who it is being sent on behalf of) and ABN where applicable, plus how recipients can contact your organisation or you as the individual.

(3) Unsubscribe – the unsubscribe function is mandatory on all electronic commercial messages. The SPAM Act stipulates that businesses must make it easy for people to remove themselves from your mailing list via clear and conspicuous instructions, and it must be honoured within five (5) business days.

ACMA provide a couple of examples of clearly worded unsubscribe facilities you can reference here.

Hungry for more e-newsletter tips? Click here to read Brisbane Hosting’s top five tips for growing your email database and ensuring your e-newsletters won’t be considered as spam.


Brisbane Hosting & Website Hosting’s products and services include Website Hosting, Domain Names, DNS Services, Website Development, Website Design, Website Revamps, Website Maintenance, Social Media Campaigns and more.

Contact Brisbane Hosting on (07) 3889 2977 or via email for further information.