Why Email Still Matters in 2025
In the noisy world of TikTok trends, Instagram reels, and endless YouTube ads, you’d think email would be dead. Yet here we are in 2025, and email marketing remains one of the most cost-effective and ROI-driven channels available to Australian businesses.
Whether you’re running a Melbourne café, a Sydney law firm, or an e-commerce store in Brisbane, the truth is simple: email marketing works—when done right. But sending out a random newsletter with “Hello, buy from us” isn’t going to cut it. Consumers are smarter, inboxes are crowded, and competition is fierce.
That’s why we’ve compiled 10 practical, proven, and (sometimes funny) email marketing best practices every Australian business should follow. By the end of this article, you’ll not only know how to avoid spam filters but also how to actually get your customers excited when they see your email land in their inbox.
Quick Overview: At a Glance
If you don’t have time to read the full post (we get it, inbox zero isn’t going to happen by itself), here are the key takeaways:
- Personalisation is more than using “Hi, [First Name]”.
- Your subject line is the red carpet—make it shine.
- Mobile-first design isn’t optional anymore.
- Value > Sales pitch (always).
- Timing matters—stop sending at 2 a.m. unless you sell midnight snacks.
- Segment your audience—different strokes for different folks.
- Test everything: subject lines, send times, even emojis.
- Keep it legal—yes, the Spam Act 2003 applies to you.
- Automation is your friend, but don’t lose the human touch.
- Always, always measure and refine.
Want to dive deeper? Keep reading!
1. Nail Your Subject Line
Think of the subject line as the headline of your email. Get it wrong, and your message won’t even be opened. Get it right, and you’ve won half the battle.
Best Practices:
- Keep it under 50 characters (fits neatly on mobile).
- Use curiosity but don’t clickbait (Australians have a strong radar for nonsense).
- Emojis can boost open rates—just don’t overdo it.
- A/B test subject lines to see what works best.
Pro Tip: If your subject line sounds like it belongs on a scam text—delete it immediately.
2. Personalise (But Not Creepily)
“Hi Alex” is nice. But personalisation goes beyond just name tags. Think behavioural data: what they browsed, what they clicked, and what they bought.
Best Practices:
- Send product recommendations based on past purchases.
- Use location data for relevant offers (e.g., “Sydney coffee lovers—try this week’s roast!”).
- Avoid “We saw you looking at this item at 2:13 a.m.” That’s just creepy.
3. Design for Mobile First
Over 70% of Australians read emails on their phones. If your email looks like a broken puzzle piece on mobile, expect a quick delete.
Best Practices:
- Single column layouts work best.
- Use large, tappable buttons.
- Keep text short and scannable.
- Test across devices (iPhone, Android, tablets).
4. Segment Your Audience
Not all customers are created equal. Sending the same email to everyone is like giving a vegemite sandwich to someone who hates vegemite (a national crime, but it happens).
Ways to Segment:
- By purchase history.
- By location.
- By engagement (openers vs. non-openers).
- By demographics (age, interests, business type).
5. Provide Real Value (Not Just Sales Pitches)
Would you open an email that screams “BUY NOW!!!”? Probably not. But you’d open one that gives useful tips, discounts, or entertaining insights.
Ideas:
- Educational content (how-tos, checklists, guides).
- Insider offers or early access.
- Stories and behind-the-scenes updates.
- Humour or memes relevant to your industry.
6. Master Your Timing
Sending an email is like telling a joke—the timing makes or breaks it.
Best Practices:
- Mid-week (Tuesday–Thursday) often works best in Australia.
- Test morning vs. evening sends for your industry.
- Avoid public holidays unless relevant.
7. Use Automation (But Stay Human)
Automation can save you hours—welcome sequences, abandoned cart reminders, post-purchase thank-yous. But automation without a human tone = robotic spam.
Examples:
- “Thanks for your purchase” → “Cheers for joining the family—your order’s on the way!”
- “Abandoned cart” → “Forget something? We saved it for you (and here’s 10% off to sweeten the deal).”
8. Stay Compliant with the Law
Australia’s Spam Act 2003 is clear: don’t send unsolicited emails, always include an unsubscribe link, and be transparent about who you are.
Why It Matters:
- Huge fines if you ignore it.
- Trust builds brand loyalty.
- Customers appreciate honesty.
9. Test, Measure, Improve
You can’t improve what you don’t measure.
Metrics to Track:
- Open rates.
- Click-through rates.
- Conversion rates.
- Unsubscribe rates.
Did You Know? According to Campaign Monitor, email marketing ROI averages $42 for every $1 spent.
10. Always End with a Clear Call to Action (CTA)
What do you want the reader to do? Click a link, download a guide, buy a product, book a call? Spell it out clearly.
Tips:
- Use action-oriented text (“Get Started,” “Claim Your Spot”).
- Limit to one main CTA per email.
- Make the button big, bold, and above the fold.
Quick Guide: Turning a Struggling Newsletter Around
Intro
A Melbourne retailer kept sending weekly newsletters that no one opened. Sales? Flat as a pancake.
Common Challenges
- Are you sending the same message to everyone?
- Do your subject lines sound generic?
- Are you offering value, or just screaming “buy now”?
How to Solve It
- Segment: Customers who bought shoes got shoe-related content.
- Revamp Subject Lines: From “Our Weekly Deals” to “3 Shoes You’ll Actually Want to Wear This Winter.”
- Add Value: Tips on shoe care and styling, not just sales.
- CTA Clarity: One main link—“Shop Winter Collection.”
Why It Works
People felt like the brand was actually speaking to them. Open rates doubled, sales climbed, and unsubscribes dropped.
Need help fixing your email marketing? Start by reviewing your subject lines and segments today.
Mini Quiz: Test Your Email Marketing Smarts
Q1. What’s the ideal length for an email subject line?
- A) 5–7 words
- B) One full sentence
- C) Doesn’t matter
Q2. Which is the worst practice?
- A) Including an unsubscribe button
- B) Sending to everyone on your list regardless of interest
- C) Segmenting by purchase history
Q3. What’s Australia’s law governing marketing emails called?
- A) Spam Act 2003
- B) Privacy Protection Act
- C) Fair Email Act
(Answers: Q1—A, Q2—B, Q3—A)
FAQs About Email Marketing Best Practices
Q: How often should I send marketing emails?
There’s no one-size-fits-all. For most small businesses, once a week or fortnightly is ideal. Too much and you’ll annoy people; too little and they’ll forget you.
Q: What’s a good open rate in Australia?
On average, 20–25% is decent. Anything above 30% is great—celebrate with Tim Tams.
Q: Should I buy an email list?
No. Just no. Purchased lists = spam complaints = fines. Grow your list organically through sign-up forms, freebies, and genuine engagement.
Q: What’s the best time to send emails?
Depends on your audience. Test mornings, afternoons, and evenings. For many B2B audiences, mid-morning works. For retail, evenings can shine.
Conclusion
Email marketing isn’t rocket science, but it’s not guesswork either. By following these 10 email marketing best practices, Australian businesses can cut through the noise, build trust, and drive real results.
Remember: focus on value, respect your audience, test everything, and always keep the human touch. Because at the end of the day, you’re not just sending emails—you’re building relationships.
Disclaimer
This blog post provides general information on email marketing best practices in Australia. It is not legal or professional advice. Always consult with a qualified marketing strategist or legal advisor for guidance specific to your business needs.
