Email marketing in Australia has shifted over the past year. With new Google updates, increased consumer privacy concerns, and smarter competition, simply sending newsletters isn’t enough anymore. If you’re running a business or working as a marketing expert in Australia, this guide will walk you through what’s actually working in email marketing Australia—without the fluff.

Why Email Marketing Still Works in 2025

Despite the rise of social media, messaging apps, and AI tools, email continues to deliver strong results. Why? Because it gives you direct access to people who’ve already shown interest in your business. According to Statista, email marketing generates an average ROI of $42 for every $1 spent—and that’s a global stat. In Australia, that number often climbs even higher when paired with localized strategies.

But success today isn’t about flashy subject lines or fancy designs. It’s about sending the right message, to the right person, at the right time.

What Google’s Recent Updates Mean for Email Marketers

Google’s recent algorithm updates (including the March 2024 Core Update and ongoing spam policy enforcement) have made it clear: email quality matters more than ever. While these changes primarily affect website content, they also influence how Gmail and other services filter promotional emails.

Here’s what that means for email marketing in Australia:

Avoid overly promotional language or clickbait subject lines.

Maintain a consistent sender reputation.

Keep your unsubscribe process simple and easy.

Use real engagement metrics like opens, clicks, and replies to improve deliverability.

If you’re working with a digital marketing specialist in Australia or a local SEO consultant, ensure they understand how your email efforts align with your website and SEO strategy. Everything is connected.

Segmenting Your Email List: More Than Just a Trend

One of the most overlooked strategies in email marketing is segmentation. This means dividing your list into groups based on user behavior, location, or interests. For example, if you’re offering services in Perth, you might want to send different emails to users based in Adelaide or Sydney.

According to Mailchimp, segmented campaigns see a 14.31% higher open rate and 100.95% more clicks than non-segmented ones.

If you’re working with an SEO specialist in Perth or a local SEO expert in Adelaide, collaborate with them to understand your audience better. That data can help you tailor email content based on what your audience actually searches for.

A Quick Case Study: How One Local Brand Got 800+ Leads

Let’s look at a quick example. An online education provider based in Melbourne worked with a digital marketing consultant in Australia to improve their email performance.

Here’s what they did:

Cleaned their email list of inactive subscribers

Introduced a welcome series for new sign-ups

Sent location-based offers to different cities

Aligned email subject lines with SEO keywords their audience searched for

The result? Over 800 new leads in under 90 days, and a 30% increase in course signups.

This success wasn’t built on automation alone—it relied on understanding the local market and crafting human-friendly messages.

How Email Marketing Supports Your Local SEO Efforts

Here’s a truth many overlook: good email marketing helps your local SEO.

Here’s how they connect:

Encouraging reviews through follow-up emails improves your Google Business profile.

Sharing blog posts in emails increases traffic, which sends engagement signals to search engines.

Promoting local events via email can lead to more branded search queries.

So if you’re hiring a local SEO consultant in Australia, make sure they’re aware of your email strategy too. It’s not about running separate campaigns—it’s about syncing your efforts for better results.

What to Avoid in 2025

Even the best email marketers in Australia make mistakes. Here are a few to steer clear of:

Generic blasts to your full list — it’s lazy and often lands in spam.

Sending too often — this leads to higher unsubscribe rates.

Ignoring mobile users — over 70% of emails are opened on phones.

Not testing your emails — A/B testing isn’t optional anymore.

Tools to Help You Get Started

While there are dozens of platforms out there, here are a few tried-and-tested tools that marketers in Australia prefer:

Brevo (formerly Sendinblue) – Great for automation and affordable plans.

MailerLite – Simple and ideal for small businesses.

Klaviyo – Best for eCommerce stores.

Even the best marketing expert in Australia can’t perform miracles without using the right tools—and more importantly, using them wisely.

Final Thoughts

Email marketing in Australia isn’t about doing more—it’s about doing what matters. Understand your audience, keep your emails useful, and make sure your efforts support your broader digital presence.

If you’re serious about results, consider consulting a digital marketing consultant in Australia or talking to a local SEO expert who understands the local landscape. When done right, email marketing doesn’t just bring clicks—it brings customers.