Email marketing: How to keep Australian subscribers engaged

A company’s email marketing list is one of its greatest assets; every active subscriber represents a potential lead, sale, or brand advocate. And with an unmatched ROI of $36 to $45 for every dollar invested, it is also one of the most cost-effective owned channels.

But Australian shoppers are becoming increasingly selective about which brands they invite into their inboxes. Data from Intuit Mailchimp’s ‘Brand Trust In the Age of Information Overload’ report reveals that while a substantial portion of Australians enjoy receiving marketing emails, there’s a tipping point at six messages per week beyond which they are likely to opt out.

With this in mind, here are some effective strategies to craft relevant messages and keep Australian subscribers engaged:

Personalise for optimal engagement