What are the rules for email marketing in Australia?

Under the Spam Act 2003, commercial emails and SMS must be sent with consent, clearly identify who sent them, and include a working way to unsubscribe that is actioned within five working days. Consent can be express (someone opted in) or, in limited cases, inferred from an existing business relationship.

Can I email people who gave me their business card?

Possibly, but only where consent can reasonably be inferred, such as when the message relates to their role and they have not said they do not want to hear from you. Express opt-in consent is always the safer approach.

Is SMS marketing worth it?

SMS works well for time-sensitive messages such as appointment reminders, booking confirmations, flash offers and review requests. Because it is more personal than email, it should be used sparingly and only with consent.

Why are my emails going to spam?

Common causes are missing SPF, DKIM or DMARC records, sending to old or purchased lists, and spam-like content. We fix authentication, clean your list and adjust sending practices to improve inbox placement.

Email & SMS Marketing Automation Australia

What is email and SMS marketing automation?

Folio Manager sets up automated email and SMS marketing for Australian businesses, including welcome sequences, quote follow-ups, abandoned cart flows, appointment reminders, review requests and newsletters. Every campaign is built to comply with the Spam Act 2003, with consent, clear sender identification and a working unsubscribe option.

Why it matters for your business

Your existing customers and leads are often your most valuable audience, yet many businesses only contact them when they remember to. Automation changes that. The right message goes out at the right moment, such as a reminder when a service is due, a follow-up two days after a quote, or a review request after a job is finished. Email and SMS remain some of the most cost-effective marketing channels available, and because they are sent to people who already know you, they tend to convert well.

Who this is for

Australian businesses with a customer or lead list that want more repeat sales, referrals and reviews through timely, compliant email and SMS.

Our approach

We start with the moments that matter in your customer journey and automate those first, because they usually deliver the fastest return. Then we add regular campaigns and newsletters that provide genuine value. Deliverability comes first: we set up SPF, DKIM and DMARC email authentication, which Google, Yahoo and Microsoft now require for bulk senders, so your messages reach the inbox. For SMS, we keep messages short, relevant and clearly identified, and help you prepare for Australia's SMS Sender ID Register.

What's included

Automated customer journeys

Welcome series, lead nurturing, quote follow-ups, onboarding, service reminders, win-back and abandoned cart flows.

Review and referral requests

Timed requests for Google reviews and referrals after a job or purchase, a key input for local SEO and AI visibility.

Newsletters and campaigns

Monthly newsletters, promotions and announcements designed, written and scheduled for you.

Segmentation and personalisation

Messages tailored by service, location, purchase history and engagement, with AI-assisted copy reviewed by a person.

Deliverability and authentication

SPF, DKIM and DMARC set up correctly, list hygiene and sending practices that protect your domain reputation.

Spam Act compliance

Consent capture, sender identification and functioning unsubscribe in every commercial message, in line with ACMA guidance.

How it works behind the scenes

We work with platforms such as Klaviyo, Mailchimp, ActiveCampaign, HubSpot and GoHighLevel, connected to your website, store or CRM so automations trigger from real customer actions. Consent and unsubscribe status sync across systems, and reporting connects opens and clicks to bookings and revenue where tracking allows.

Klaviyo

Mailchimp

ActiveCampaign

HubSpot

GoHighLevel

Twilio

How we work, step by step

Audit and plan

We review your list, consent records, platform and current emails, then prioritise the automations with the biggest impact.

Set up and authenticate

We configure the platform, connect your systems and set up SPF, DKIM and DMARC.

Write and design

We write and design each message and flow, and send them to you for approval.

Launch and optimise

Automations go live and we test subject lines, timing and content, reporting monthly.

How it compares

Area	Manual email blasts	Automated journeys
Timing	Whenever someone remembers	Triggered at the right moment
Relevance	Same message to everyone	Segmented and personalised
Deliverability	Often lands in spam	Authenticated domain and clean lists
Compliance	Consent records unclear	Consent and unsubscribe managed

Email & SMS Marketing: frequently asked questions

Email and SMS Marketing Automation in Australia