Intuit Mailchimp today released new research showing that while Australians are increasingly curating their inboxes, email remains the nation’s preferred channel for brand offers. The national study of over 1,000 Australians found that a third of consumers (33%) aim for inbox zero and over a quarter (26%) keep fewer than 10 emails at any time, yet 76% still prefer email for time-sensitive offers and more than half (59%) actively want to receive more promotional and discount-related content.
The research shows that email continues to play a big role in how people connect with brands, even as Australians adopt a more curated approach. For marketers, the message is clear: relevance, personalisation, and value are essential to earning and keeping a place in the inbox.
“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.”
The findings offer a reminder that while inboxes are getting cleaner, interest in brand communications hasn’t waned. Australians are simply getting smarter about what they consume.
Key highlights from the research include:
- Email remains the preferred channel by a wide margin: 76% prefer it for time-sensitive offers. SMS follows at 40%, while social media (8.5%) and phone or post (6.7%) trail far behind.
- Relevance is non-negotiable: The data shows strong appetite for communication that is relevant and actionable, with promotions and sales the most sought-after content (59%). This is followed by product news and inventory updates (36%), transactional and account management emails (35%), educational content (32%), and storytelling (23%).
- While promotions and sales content lead overall, younger consumers show stronger interest in a variety of email content. Among shoppers aged 18-34 years old, 38% want more educational content and 31% want more storytelling content, above the overall average. The same age group is also more receptive to promotional and sales-driven emails (66%) as well as transactional and account management emails (46%).
- Discernment, not disengagement: People are curating, not ignoring. The brands that win will be the ones that respect the inbox by sending content that’s useful.