While Australians are increasingly curating their inboxes, email remains the nation’s preferred channel for brand communications, Intuit Mailchimp’s new research shows.
The study, conducted by Pureprofile on behalf of Intuit Mailchimp in July 2025, surveyed 1,050 Australian consumers and found that 33 per cent aim for inbox zero and 26 per cent keep fewer than 10 emails at any time.
The study found that email remains the preferred channel by a wide margin, with 76 per cent favouring it for time-sensitive offers. SMS follows at 40 per cent, while social media ranks at 8.5 per cent and phone or post at 6.7 per cent.
Promotions and sales are the most sought-after email content at 59 per cent, followed by product news and inventory updates at 36 per cent, transactional and account management emails at 35 per cent, educational content at 32 per cent, and storytelling at 23 per cent.
Younger consumers show stronger interest across multiple types of content. Among those aged 18 to 34, 38 per cent want more educational content and 31 per cent want more storytelling, both above the overall averages. This group is also more receptive to promotional and sales-driven emails at 66 per cent, as well as transactional and account management emails at 46 per cent.
“Consumers are telling us loud and clear that they’re not switching off — they’re tuning in with purpose,” said Anthony Capano, Regional Director, APAC at Intuit Mailchimp.
“Australians are making thoughtful choices about where they focus their attention, which means the bar for brand communications is higher than ever. To earn a spot in that space, marketers need to go beyond the basics and show up with relevance. That means delivering personalised messages that add value, respect people’s time, and strengthen the relationship with every send.”