Australia’s New Email Marketing Laws – What Should You Know?

Email Marketing Now Falls Under The Umbrella Of Digital Marketing

It’s fair to say that email marketing is now a part of every marketer’s repertoire. In fact, according to HubSpot Blogs research, 89% of marketers use email marketing, while only 19% use social media for marketing.

But as with any other form of marketing, email marketing is changing. It used to be that email marketing was considered “spam” unless you had something to offer the recipient. But thanks to the innovative thinkers behind the new Email Marketing Laws in Australia, your subject line doesn’t have to be “spam” to be effective.

Email Marketing Subject Line Limits – Has The Niche Market Gone Too Far?

Last year, the Australian Government passed legislation to govern the digital marketing and email marketing industries. The new Email Marketing Laws apply to businesses that provide email marketing services in Australia and to individuals who want to do business in Australia. The laws also apply to anyone who advertises or promotes products or services in an email.

One of the most significant changes is the limitation on the number of words that can appear in a subject line for marketing emails.

Before the new laws, the accepted industry standard for a subject line was “44 words or less”. But now that the number of words has been restricted, marketers are finding ways to get their message across in a tiny space. One of the best examples of effective subject lines under the 44-word limit is this tweet from MarketingCharts:


Even if you do have an extra 50 words, you’re under no obligation to use them all. According to the new legislation, you must provide a “clear and conspicuous indication of the nature of the content” in your subject line.

The Content Of Your Email Marketing Should Reflect Australia’s Cultural Identity

Another significant change has to do with the kind of content that you can use in your email marketing. The new legislation states that the content of your email must reflect Australia’s cultural identity. You’ll notice that many of the largest email marketing providers, such as MailChimp and HubSpot, have altered their services to comply with these new guidelines. Any kind of content that could be interpreted as offensive, including but not limited to hate speech, is also prohibited.

This probably won’t come as a major surprise given that Australia is a multicultural country. But hate speech and other forms of offensive content are preventing many businesses from effectively reaching the country’s growing audience of digital natives. According to Nielsen, 65% of Australian web users are now aged between 14 and 24. And as the largest demographic, millennials are now making up an increasing share of the online population.

If your business provides products or services that are relevant to the digital natives of Australia, then you have every reason to celebrate the new Email Marketing Laws. But if your business or personal brand could be associated with hateful ideologies or views, then you might want to consider changing your strategy.

How Do You Measure The Success Of Your Email Marketing Campaign?

You can track the performance of your email marketing campaign in a number of ways. For example, you can measure the effectiveness of your subject line based on the ratio of open versus closed emails. Or you can look at the click-through rate of your emails to determine the strength of your call to action.

One tool that can help you measure the success of your email marketing campaign is Conversion Rate Optimisation (CRO). CRO is the practice of analyzing data from your marketing campaigns and then using that information to improve your performance.

To measure the success of your email campaign, you can use a tool like Unbounce to identify the words and phrases that your audience uses to find your product or service. With a tool like this, you can discover the keywords and phrases that lead people to open your emails, as well as those that cause them to click away.

The Importance Of Digital Marketing In The Upcoming Year

According to HubSpot Blogs research, 89% of marketers use email marketing, while only 19% use social media for marketing. But the future of marketing looks very different today than it did a year ago. The importance of digital marketing will only increase in the coming year. And as a marketer, you must ensure that your skills are up to date with the changing times.

Australia’s new Email Marketing Laws are just one of the many ways in which the digital sphere is changing the game of marketing. As a marketer, you must stay ahead of the curve by adopting new technologies, learning new skills, and creating innovative strategies.

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