Mailchimp Analysis Details Marketing Trends in Australia During Peak Season

Mailchimp released an analysis, conducted with Datalily, detailing marketing trends in Australia during the last year's Black Friday Cyber Monday weekend. The study found that, in Australia, Mailchimp customers added 18.8 million new email contacts and 1.2 million SMS contacts during that peak period. The findings showed that first-time buyers accounted for nearly 69% of email orders and over 73% of SMS orders in Australia during the peak weekend.

The analysis highlighted the effectiveness of different marketing channels, noting that while email generated more overall revenue globally, SMS delivered stronger results in high-intent moments. Specifically, in Australia, emails utilizing dynamic content showed a 3% higher average order value, and those created with generative AI achieved a 19% higher order rate.