Sydney, 11th April 2025: Email marketing has been a pivotal part of digital marketing strategies for nearly 25 years and continues to evolve. As the landscape shifts, Australian small to midsize enterprises (SMEs) must adapt to stay competitive and enhance their campaign performance.
The global market for email marketing is projected to grow from USD 11.5 billion in 2023 to over $46 billion by 2033. To help Australian SMEs navigate this dynamic environment, Capterra has identified three key trends in email marketing and translated them into actionable strategies.
Trend #1: Reducing Unsubscribe Rates
Australian consumers are quick to unsubscribe from marketing emails that don't offer value. Capterra’s 2024 Advertising Preferences Survey found that 23% of Australians unsubscribe from digital communications weekly. To retain subscribers, SMEs should focus on personalising campaigns, delivering compelling content, and tracking success metrics. Regular audits of email lists can ensure engagement with active customers.
Trend #2: Enhancing Sign-Up Processes
Many brands fail to clearly communicate the benefits of subscribing to their emails. Only 58% of brands describe these benefits at sign-up, and even fewer offer incentives. SMEs can boost sign-ups by offering discounts, showcasing benefits through testimonials, providing exclusive content, and leveraging referrals.
Trend #3: Upholding Ethical Practices
Consumer trust is paramount. Misleading subject lines can damage trust and lead to unsubscribes or legal repercussions. SMEs must promise only what they can deliver and respect privacy choices, ensuring transparent communication about how and why they will engage with customers.
Andrew Blair, Capterra Analyst, says, “Email marketing is a powerful channel, but the reality is that brands must compete for attention with all the other messages in a consumer's inbox, which has become even more overwhelming in recent years. Demonstrating value and personalisation is essential for any SME to grow its email subscriber list. Without these tenets, SMEs risk being ignored, or worse, losing a subscriber”.
Stay Ahead in Email Marketing
Email marketing is evolving, and consumers want more value from the promotional materials they receive. By understanding these trends and implementing recommended strategies, Australian SMEs can exceed customer expectations and stand out from competitors. Email marketing doesn't have to be complex, but it must offer a fair value exchange. Trust, ethical practices, and delivering on promises are crucial for growth and retention.
“Email marketing is about creating meaningful connections. By staying ahead of trends and focusing on what matters to consumers, Aussie SMEs can transform their email marketing campaigns into powerful engagement and customer retention tools,” Andrew Blair adds.
For more insights and tools to enhance your email marketing strategy, visit www.capterra.com.au.
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Contact details:
Garry Steel | garry.steel@gartner.com
