Intuit Mailchimp has released new research shedding light on the email preferences of Australian consumers stating that email is remains the most preferred method for brand communications.

The study, conducted by Pureprofile in July 2025, surveyed over 1,000 Australians to understand their email habits and preferences. It showed that the preference for brand comms via email is followed in second place by SMS, which is preferred by 40% of respondents. Social media and phone or post are less popular, with preferences of 8.5% and 6.7% respectively.

The findings reveal that 33% of Australians strive for 'inbox zero', a state where no emails are left unread or unattended. Additionally, 26% of respondents maintain fewer than 10 emails in their inbox at any given time.

Email remains the preferred channel for receiving time-sensitive offers, with 76% of Australians expressing this preference. Furthermore, 59% of respondents indicated a desire for more promotional and discount-related content in their inboxes. Other types of content that Australians find appealing include product news and inventory updates (36%), transactional and account management emails (35%), educational content (32%), and storytelling (23%).

The study highlights a generational difference in content preferences. Younger Australians, aged 18-34, show a greater interest in educational content (38%) and storytelling (31%) compared to the overall averages.

Anthony Capano, Regional Director, APAC at Intuit Mailchimp said,"Consumers are telling us loud and clear that they're not switching off—they're tuning in with purpose."

Capano added, "Australians are making thoughtful choices about where they focus their attention, which means the bar for brand communications is higher than ever. To earn a spot in that space, marketers need to go beyond the basics and show up with relevance. That means delivering personalised messages that add value, respect people's time, and strengthen the relationship with every send."

Intuit, a global financial technology platform, offers products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp. The research conducted by Pureprofile, an online consumer panel, provides insights into how Australians engage with email communications and what they expect from brands in terms of content and delivery.