This guide takes you through creating a newsletter in Mailpro, with the extra checks an Australian sender needs. If you have never sent one before, set aside a couple of hours for the first issue. Later issues are much quicker once your template and list are in place.
Step 1: Know who you are writing for
Write down in one sentence who the newsletter is for and what they will get from it. “Monthly tips and early sale access for customers of our Brisbane garden centre” is a brief you can work with. It also tells you what not to include.
Step 2: Get your list ready
Only include people who have consented to hear from you, as the Spam Act 2003 requires. Import your contacts as a CSV and map fields such as first name, state and postcode. Keep a note of where each group of contacts came from, as the burden of proving consent falls on the sender. If you’re starting from zero, add a subscription form to your website first.
Step 3: Choose a template
Pick one of Mailpro’s more than 600 templates, or start from a blank layout in the drag-and-drop editor. A single-column design is easiest to read on a phone. Check that the colours and fonts match your brand.
Step 4: Write the content
- Subject line: say what’s inside. “Winter planting guide + 20% off bare-root roses” beats “July news”.
- Preheader: the preview text beside the subject in most inboxes. Use it to add a second reason to open.
- Lead story: the one thing you most want readers to see.
- Short items: two or three extras such as an event, a tip or a customer story.
- Call to action: a single clear button.
Use Australian spelling and dates (day before month), and keep references seasonal for the southern hemisphere. Our article on writing newsletter content that gets read has more ideas.
Step 5: Personalise
Insert the subscriber’s first name, or show content by state with a segment. A Victorian reader and a Queenslander may need different product picks in the same month. See personalised newsletters.
Step 6: Check the legal essentials
Under the Spam Act, your newsletter must identify your business and include an unsubscribe that works for at least 30 days and is actioned within five working days. Mailpro adds the unsubscribe link automatically, but check your footer includes your business name and contact details. If the Privacy Act 1988 applies to you, link to your privacy policy too.
Step 7: Test
Send a test to yourself and a colleague. Open it on a phone and a computer, and in different email apps. Click every link. Our newsletter checklist is a good final pass.
Step 8: Schedule by time zone
If your subscribers are spread across the country, split the send. Mid-morning AEST for the east coast, then ACST for Adelaide and Darwin, then AWST for Perth. During daylight saving (October to April), remember Queensland does not change its clocks while New South Wales and Victoria do. Use scheduled sending to set each one up in advance.
Newsletter ideas that suit Australian audiences
- Seasonal guides: summer safety for pools and sun, winter energy-saving tips, bushfire and storm-season preparation for regional customers.
- Local events: markets, festivals, school holidays and sporting finals in your area.
- EOFY and tax time: for B2B audiences, a checklist of what to buy, claim or file before 30 June.
- Behind the scenes: the farm, workshop or kitchen behind your product, which often gets the most replies.
- Customer stories: with permission, a short profile of a customer using your product or service.
Our list of newsletter ideas has many more.
After sending
Check opens, clicks and unsubscribes after a day or two. Note which links got the most clicks and plan the next issue around them. Over time you’ll learn your audience’s preferred day and time.
Mailpro stores your newsletter and contact data in Switzerland, outside US jurisdiction, and prices by sends rather than list size. Go back to create newsletters to explore the editors.