Australian consumers are tidying up their inboxes, and marketers should take note. According to new Intuit Mailchimp research, one in three (33%) are now practising “inbox zero”, and over a quarter (26%) have fewer than ten emails sitting in their inbox at any given time.
But Australians aren’t tuning out; they’re simply filtering. The good news is that email is still the preferred channel for time-sensitive offers, chosen by over three-quarters (76%) of Australians. That means they want to hear from you—they just want less noise and more value.
To cut through, retailers don’t need to send more emails—they need to send better ones. To do that, here are principles to keep in mind.
Personalise the message and the moment
Inbox real estate is overpopulated with content, but personalisation gives your message a fighting chance to stand out. It’s not enough to use a first name or mention a recent purchase. Personalisation should run deeper, tailoring content and timing based on a customer’s behaviour, preferences and intent.
Rather than blasting out a one-size-fits-all campaign, retailers should consider audience segmentation strategies that account for past interactions. Use behaviour cues. Someone who’s browsed summer sandals three times but hasn’t yet purchased doesn’t need a generic weekly newsletter. They need a nudge that feels like it was designed just for them—perhaps a “still thinking about these?” reminder or a limited-time offer on that particular item.
And timing matters. If a customer shops regularly on Sunday evenings, or tends to browse on their lunch break, use automation to meet them there. When your email lands when they’re most likely to act, it moves from background noise to useful interruption.
Let value do the heavy lifting
Sending fewer emails can actually work in your favour if the value is crystal clear. Value doesn’t just mean discounts (though they do rank number one for the type of marketing emails Australians want to receive). It can also mean saving time, helping someone decide, or introducing them to something they didn’t know they needed.
Think: price-drop alerts on wishlisted items, back-in-stock notifications for high-interest products, or curated picks based on browsing history. These are more than just marketing messages—they’re moments that make your brand feel helpful instead of pushy.
Transactional content like order updates or low-inventory alerts also deserve more attention. 35% of Australians say they would like to receive more transactional and account emails, presenting an opportunity to optimise these moments. A delivery notification email, for example, can double as a prompt to leave a review or refer a friend. These subtle value-adds can boost engagement without increasing volume.
And for customers at the top of your loyalty ladder, insider perks or early access to sales can go a long way. Tailored rewards deepen relationships and reinforce your brand’s role in their day-to-day life.
Serve curated variety, not monotony
Promotions might get attention, but variety keeps it. While promotions remain at the top of Australians’ content wish lists, 36% of consumers are also looking for more product news and inventory updates, 32% want more educational content, and nearly a quarter (23%) want more storytelling.
And younger audiences in particular are showing a broader appetite. Among 18-to-34-year-olds, 38% say they want more educational content and 31% more storytelling—well above the national average. They’re also more receptive than other generations to promotional emails (66%) and transactional messages (46%).
The implication? Impactful messaging doesn’t just mean steering clear of generic content, it also means serving the right curated mix that matches your audience’s needs. But to do this, you need to understand your audience, their attitudes and preferences. If you don’t yet have deep first-party data, start small. Look at your most engaged segments and test different formats, tones and offers. Keep an eye on open and click behaviour, then iterate.
In today’s intentional inbox, relevance and variety are what determine whether your message is welcomed or ignored.
The competitive edge: respecting the inbox
In a market where attention is hard-won and easily lost, respecting the inbox is a competitive advantage. The brands that win don’t overwhelm. They speak to your needs. They show up at the right time. They don’t overstay their welcome. And when they do offer something, it’s something you actually want.
That’s what today’s consumers are asking for. They’re not turning away from branded content. They’re simply making room for the content that makes their lives easier, smarter, or more rewarding.
Retailers who embrace this shift and focus on quality over quantity won’t just get better results—they’ll build stronger relationships. And those relationships are what drive loyalty, especially in a crowded and selective world.
Anthony Capano is Regional Director, APAC, at Intuit Mailchimp.