Australian businesses made $1.1 billion from automated messaging in 2024. Now Mailchimp research shows exactly what earns inbox space and what gets deleted.
Australians are tidying up – digitally, that is. New Intuit Mailchimp research shows one-third aim for inbox zero and one in four keep fewer than 10 emails at any time.
On the surface, that sounds tough for the small-to-medium business (SMB) marketers competing for attention. Yet the very same people still want to hear from brands. This is not disengagement. It is discernment. Over three quarters (76%) prefer email for time-sensitive offers. And more than half (59%) want promotions and discounts. Consumers are pruning their inboxes to make room for the messages that deliver value. The bar is higher, but this is an opportunity for SMBs to respect the inbox and show up with relevance.
Give every send a purpose
Today’s consumers reward brands that feel human with emails that deliver value, relevance or inspiration – rather than noise. It’s about earning your next invitation every time you hit send.
Think in use cases, not campaigns. An email that tells a customer their preferred size is back on the shelf is specific and useful. Price-drop alerts on recently viewed items, low-stock notices for popular items and delivery updates with clear next steps all count. They save time, reduce effort and help the customer decide.
If your program is light on automation, begin where intent already exists. Back-in-stock messages, price change triggers and post-purchase follow-ups are simple to set up and deliver returns because people have already raised a hand.
Meet customers where they are
Personalisation is not just a greeting. It’s choosing what to say, who to say it to and when to say it. Use browsing patterns, purchase history and engagement signals to shape the next note. Someone who looked at cocktail dresses three times but never checked out doesn’t need a weekly round-up. They might respond best to a neat reminder with the exact product, a helpful nudge on styling their next party outfit or, if appropriate, a short-lived weekend offer.
AI can help here. According to a new Mailchimp report, The Marketing Equaliser: Leveraging AI for Mid-Market Growth, 98% of mid-market marketers believe AI will improve marketing effectiveness, yet lack of skills and integration remain the biggest barriers. In the face of smaller teams, tighter budgets, and fewer specialised resources, AI can be a flexible tool for SMBs. Good first steps include AI-assisted subject line testing, content personalisation and send-time optimisation once the basics are in place.
Offer variety without losing focus
If every email looks like a sale sign, readers will learn to walk on. What keeps people opening is a useful mix—with a point. Our research makes it plain. Australians still love a sharp offer – 59% say promotions are what they want to see. Right behind that sits useful housekeeping. Over a third (36%) look for product news and stock updates, while 32% want short educational pieces and 23% enjoy storytelling that brings brands to life.
Younger audiences, in particular, don’t just want to buy from brands. They want to learn from and connect with them. For those aged 18 to 34 years, email isn’t just a sales channel, it’s a trust channel. 38% say they want more educational content and 31% more storytelling – well above the national average. This type of content builds credibility and emotional connection.
No matter what, you need to have a clear idea of who your audience is, including their attitudes and preferences, to communicate effectively. You don’t necessarily need a data science team to put this to work. Start with your most engaged segment and run small experiments on different formats, tones and offers. Track opens and clicks. Keep what moves the needle and retire what doesn’t. Then, roll the winner into your next segment.
Build your depth with email, deliver immediacy with SMS
While email remains the preferred channel, SMS is emerging as a high-impact companion that inspires immediate action. When SMS and email marketing work cohesively together, it can lead to better business outcomes such as higher sales and revenues and increased customer loyalty. In fact, Mailchimp users saw a 97% higher click rate when both channels were used.
Consider sending SMS reminders for limited-time sales or flash discounts, following up on abandoned carts via SMS after an email nudge, or using SMS to send personalised messages on past purchases or engagement history. Use SMS to prompt action in the moment, then let email carry the full story.
A lighter inbox does not punish good marketing. It rewards it. If your message helps someone decide, save or learn, you’re already ahead.
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