Episode 89

The Importance of Your Email List

Published on: 8th March, 2026

Hello and welcome to this weeks episode of The Australian Small Business Show.

In this episode we discuss the importance of building and maintaining an email list for your small business. With so much attention placed on social media followers, likes and engagement, it can be easy to overlook one of the most valuable marketing assets you can have. We unpack why your email list is something you truly own, unlike social media platforms where algorithms change and accounts can disappear overnight.

We explore why email remains one of the most effective ways to communicate directly with your audience and nurture relationships with potential and existing customers. From sharing useful insights and personal updates, through to promoting offers or important business updates, email gives you a direct line of communication that you control. We also discuss how authentic, human communication can dramatically improve engagement and open rates.

In this episode we also dive into practical ways to start building your email list, regardless of your industry. Whether you run an online business, an accounting firm, a trade service or a hospitality venue, collecting customer email addresses can be simple when there is a clear exchange of value. We share ideas for encouraging sign ups, discuss different types of email lists you might maintain, and explain how nurturing your audience over time can lead to stronger relationships and more sales.

Finally, we highlight some important considerations including the need to keep your list updated, communicate regularly, and comply with Australian email marketing laws such as providing clear opt in and opt out options. If you already have an email list, this episode will prompt you to ask whether you’re using it as effectively as you could be.

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Disclaimer: The information shared on The Australian Small Business Show is general in nature and does not constitute professional advice, legal or otherwise. We recommend consulting with your advisors on your specific circumstances.

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About the Podcast

The Australian Small Business Show
The Australian Small Business Show has been created by small business owners, for small business owners.

Your hosts Matt Heighway and Kristy-Lee Billett, who have both been running businesses for over 15 years, will bring our first hand experiences to offer insights, advice and inspiration to help you build a successful small business.

Each week we’ll discuss one specific strategy, topic, resource or tip that’s relevant for every small business, and we’ll be inviting along some amazing guests and friends in business to share their expertise with you.

Whether you're starting out, scaling up or a seasoned small business owner, this Australian Small Business Show is the show for you.

About your hosts

Kristy-Lee Billett

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Kristy is a nationally recognised HR expert, passionate small business advocate, podcast host, mum, wife, beach lover and runner.

She has spent more than 20 years now working in the field of Human Resources, People Management and Recruitment.

For the last 10 years she has dedicated herself to exclusively supporting small to medium sized businesses, those who employ less than 100 staff with all aspects of their HR, recruitment, people management and resource structures.

She founded her first business in 2006, and today she continues to direct this business, which is now known as People Powered Business.

Today She loves working with businesses inside our People Powered HR community to help them gain the knowledge, tools and resources to handle absolutely anything when it comes to their teams, with complete confidence.

Matt Heighway

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Matt is a CPA who has been working with business owners in multiple capacities for well over two decades. After commencing his career as an Accountant and Business Adviser, his own national start-up won numerous business awards and was featured in BRW fast 100. Since the business sold, he has been working with small-medium business owners helping them with business growth strategies and holistic business coaching.

Matt also is the Director of Lifetime SMSF, an accounting practice that specialises in Self-Managed Super Funds. Helping Australians manage their retirement nest eggs has been a lifelong project for Matt and he continues to get joy from helping.

Matt is a lifelong learner who loves to chat with other business owners. he is passionate about small business and always wants to see them win. He is at his best when things need turning around though, and gets his motivation helping small business owners come back from a set back.