Email and SMS Marketing in Australia: The Spam Act Explained

Australia's Spam Act covers commercial emails and SMS.

Three rules

1. Consent: express or inferred
2. Identify: who the message is from
3. Unsubscribe: easy, honoured within the required time

Good practice

Double opt-in, clear frequency, segmentation and records of consent.

Common mistakes to avoid

• Automating a broken process
• Starting with a project that is too big
• Choosing tools before mapping processes
• No training for the team

Quick checklist before you start

• Process mapped before tooling
• Success metrics defined
• Data protection checked
• Owner for ongoing improvements
• Team trained

Key takeaway

How the Spam Act 2003 affects email and SMS marketing in Australia: consent, identification, unsubscribe rules and ACMA enforcement. Start with one clear goal, measure results from day one and keep accounts and data in your own name, so you stay in control whatever partner you work with.

How Pixelence can help

Pixelence Digital Studio works remotely with businesses across Australia on SEO, Google and Meta ads, social media, content and websites, with calls scheduled in your local time. See our work with Australian brands or request a free marketing audit.