How to set up a website lead capture and newsletter bot

People visit your website, like what they see, and leave. You have no way of staying in touch, so most never come back.

Step by step

1. Choose an email tool. Most have a free tier for small lists; check current limits.
2. Create a signup form with just name and email.
3. Write a welcome email that tells people what to expect and how often.
4. Embed the form on your website (footer and a key page).
5. Use double opt-in if you want cleaner lists.
6. Send something useful regularly, even monthly.

Watch-outs

• You need consent to send marketing emails in Australia (Spam Act 2003).
• Every marketing email needs a working unsubscribe.
• Don't buy lists.

A worked example

A Hobart bakery adds a MailerLite signup form to its website: 'Get our weekly specials by email'. New subscribers get a confirmation email (double opt-in), then a welcome email with this week's specials.

The list grows to a few hundred locals over a few months. Weekly emails remind them to come in, and every subscriber knows exactly what they signed up for.

What it costs in Australia

Mailchimp, MailerLite and Kit have free plans for small lists; paid plans roughly A$15 to A$40 a month for small lists (approx., October 2026, check each vendor's AUD pricing).

Prices are approx., October 2026, converted at about A$1.43 per US$1 where the vendor charges in US dollars. Your bank may add a foreign transaction fee. Check the vendor's pricing page before you buy.

The legal bits

Spam Act 2003: emails, SMS and other commercial electronic messages need the person's consent (express, or in limited cases inferred from an existing relationship), must clearly identify your business, and must include a working unsubscribe or opt-out that's actioned within five working days. The ACMA enforces this and the penalties are serious, so keep a record of how each person opted in.

Double opt-in (a confirmation email) gives you a clear record of consent. Say what people are signing up for and how often you'll email. Don't pre-tick consent boxes.

Privacy Act: if your chatbot or bot collects names, emails or phone numbers, that's personal information. Tell people what you collect and why, link your privacy policy, and know where your vendor stores the data (APP 8 covers sending personal information overseas). The Australian Privacy Principles apply to businesses turning over more than $3 million and to some smaller ones, such as health providers. Following them anyway is good practice and builds trust.

Is it worth it?

If you have something useful to send regularly, yes. A small list of locals who actually want to hear from you is worth more than a big list of strangers. If you'll never send anything, don't collect emails.

Common mistakes

• Vague promises. 'Join our newsletter' converts worse than 'Get our weekly specials'.
• Importing old contacts without consent. Under the Spam Act, that's risky. Only add people who opted in.
• Never emailing. If people sign up and hear nothing for six months, they forget who you are and mark you as spam.
• Popups that block everything. Keep popups polite, or use an inline form instead.

Send your first email within a week of setting this up, even if your list is small.

Questions

How often should I email?

Monthly is fine. Consistency beats frequency.

What do I send?

Tips, news and the occasional offer. See the newsletter use case on the AI site.

Do I need double opt-in?

It's not strictly required under the Spam Act, but it's the cleanest way to prove consent.

What should I offer in exchange for an email?

Something useful: specials, tips, early access. Keep it honest.

Do this today

Create a free account in an email tool, build a simple signup form, and add it to your website footer.

Related guides

• How to set up a review request bot
• How to set up an appointment booking bot
• How to set up an invoice reminder bot

Need prompts for the AI steps? See 40 AI use cases with copyable prompts. Want a hand? Get in touch.