Intuit Mailchimp has released new research showing that while Australians are most likely to open restaurant emails that offer savings or mark a personal moment, when those messages land plays a key role in how welcome they feel.
The national study of more than 1,000 Australians found that discount codes (61%) and birthday greetings (46%) are the email types diners open most, followed by new menu items (37%). Younger diners engage more with emails featuring new menu announcements, with 42% of Australians aged 18-34 opening these emails compared to 29% of diners aged 65 and over. Meanwhile, the appetite for discounts rises to 63% among younger Australians aged 18-34, compared to 49% of over-65s.
While diners pay the closest attention to messages that offer value or feel personally relevant, they don’t want those messages at the same time. Many Australians prefer birthday emails to be sent ahead of time, usually around a week in advance, and a meaningful share say they would visit a restaurant if sent a same-night, last-minute deal. This reveals two distinct windows shaped by different dining motivations, and highlights the importance of thoughtful timing to meet diners with the right message, at the right moment.
“Restaurants are competing for attention in a crowded digital environment,” said Anthony Capano, Regional Director, APAC at Intuit Mailchimp. “Our research shows that personalisation isn’t just about the next meal; it’s about building lifelong value. By landing the right message at the right time, restaurants can move beyond one-off visits to create the kind of lasting guest loyalty that fuels sustainable business growth.”
Key highlights from the Restaurant emails research include:
- Did someone say last-minute? Almost half of consumers (44%) say they would visit a restaurant if it offered a last-minute deal, indicating a sizable audience receptive to such promotions. While the majority (56%) still prefer more notice, the data suggests that well-timed, targeted offers could be an effective way to capture spontaneous diners.
- Timing is everything: When it comes to birthday-related brand and promotional emails, lead-time matters. Over a quarter (27%) of Australians prefer restaurants to email them about their birthday a week in advance, and the same proportion prefer to be contacted a few days in advance. Just 10% prefer emails on the day itself.
- The timing sweet spot varies by demographic: Diners aged 18–34 are far more likely to want a few days’ notice for birthday-related emails, with 35% feeling this way versus 19% of over-65s. Meanwhile, a significant share of older diners, 34% of diners over 65, don’t want birthday emails at all—almost three times the rate of all other demographics combined (11%).
To learn more about Mailchimp’s email marketing solutions for restaurants, visit here.