I've got customer emails but never send anything: how to start email marketing

Step 1: Check what consent you actually have (about 30 minutes)

Before you send anything, sort your existing addresses into two piles: people who clearly agreed to hear from you, and everyone else.

• Australia: the ACMA says "If you plan to send marketing messages or emails, you must first have consent from the person who will receive them." Express consent is "best practice". Inferred consent can apply where there's an ongoing relationship and the marketing relates to it, but the ACMA says it "does not cover sending messages after someone has just bought something from your business." Keep a record of "who gave the consent, when and how." (ACMA)
• UK: the ICO says you "must not send marketing emails or texts to individuals without specific consent," with a "soft opt-in" exception for existing customers who bought something similar and were given a chance to opt out. (ICO)
• US: CAN-SPAM doesn't require prior consent in the same way, but it does require accurate headers, honest subject lines, a postal address and a working opt-out. (FTC)

Important: you can't email people to ask for consent. The ACMA says "You cannot send an electronic message to ask for consent, because this is a marketing message." For the "not sure" pile, ask in person, on invoices, or through your website instead. This is general information, not legal advice.

Step 2: Choose a tool with a free plan (about 30 minutes)

You need a tool that handles sign-up forms, templates, unsubscribes and sender details for you. See our comparison of the easiest email marketing software, or use the quick pick below.

Step 3: Set up your sender details and domain (about 30 minutes)

• Send from your business domain ([email protected]), not a free webmail address.
• Authenticate your domain with the steps your email tool gives you. Gmail says senders must "set up SPF or DKIM email authentication" and recommends you "always set up SPF, DKIM, and DMARC for your domains." (Gmail sender guidelines)
• Identify yourself properly. The ACMA says messages must "accurately identify your name or business name" and "include correct contact details". (ACMA) In the US, include a valid physical postal address. (FTC)

Step 4: Add a sign-up form with an unticked box (about 20 minutes)

Put it on your website, your booking page and your checkout. Say exactly what people will get ("one email a month with tips and offers"). Yahoo's guidance is clear: don't "subscribe users by having an opt-in checkbox automatically checked on your website." (Yahoo Sender Hub)

Step 5: Write one welcome email that sends itself (about 30 minutes)

When someone signs up, send a short welcome: thank them, say what to expect and how often, and give them one useful thing (a tip, a guide, a booking link). Set it up once as an automation. Our automated welcome emails guide has templates.

Step 6: Send one useful email a month (about 1 hour a month)

A simple formula that works for most businesses:

1. One helpful tip your customers would actually use.
2. One piece of news (new service, opening hours, a recent job).
3. One clear next step (book, reply, call).

Keep it short. Every email must include a working unsubscribe link. The ACMA requires unsubscribe requests to be honoured "within 5 working days"; the FTC says "within 10 business days". (ACMA · FTC)

Step 7: Look at the results once a month (10 minutes)

Check who opened and clicked, and especially who replied. Remove addresses that bounce. Gmail suggests you "consider unsubscribing recipients who don't open or read your messages", which also helps keep you out of spam folders. (Gmail)