The Power of Email Marketing

Email marketing might not dance on TikTok or ping your phone like SMS, but make no mistake: it’s still one of the highest-performing channels in digital marketing.

In a world bursting with algorithms, pop-ups, and ever-evolving platforms, email remains the one place where brands can speak directly to their audience on their terms, in their inbox, with no middleman.

If you’re in food, drink or tourism marketing, especially in Australia, this channel could be your biggest untapped asset.

Why Email Still Reigns in 2025

Forget what you’ve heard. Email is far from outdated. It’s evolving. And here’s why:

• It’s owned media. You’re not renting space from Meta or Google. You’re in direct control.
• It’s personal. Smart segmentation makes emails feel timely, relevant and custom-fit.
• It converts. Email still boasts the best cost-per-acquisition and lifetime value across digital channels.

And with automated workflows, dynamic content, and first-party data, email marketing has levelled up.

The Real ROI of Email Marketing

Let’s talk about why your inbox could be your most profitable channel. Common wisdom reveals stats like these:

• $36 return for every $1 spent on average
• 40x more effective at acquiring customers than Facebook and X combined
• Higher conversion and retention rates than paid ads or organic social 

Bonus for Aussie brands: Localisation boosts engagement even further. Add localisation-based offers or regional events for stronger results.

Email Campaign Must-Haves

Whether you’re promoting a food festival in Victoria or launching a new wine drop, here’s what today’s emails need:

Segment Like a Pro

Gone are the days of one-size-fits-all. Segment your audience by:

• Behaviour (past purchases, recent bookings or email clicks)
• Customer lifecycle stage
• Preferences or location (hello, geo-targeting!)

Because your VIP customer and your first-time visitor? They deserve different emails.

Mobile-First Design Is Non-Negotiable

More than 60% of emails are opened on mobile. That means you need:

• Short, scannable content
• Use readable fonts
• Keep CTAs tappable

Personalisation That Goes Beyond “Hi [FirstName]”

• Recommend based on purchase history
• Use location or time-specific offers (think weather, time zones, events)
• Make it feel like a 1:1 conversation, not a broadcast

Email Marketing Mistakes to Avoid

Automation: Your Email Superpower

No one has time to write individual emails for every customer and you don’t have to. That’s where automation comes in.

Automated flows we love:

• Welcome series: Set the tone and get early engagement
• Abandoned cart reminders: Capture the low-hanging fruit
• Post-purchase follow-ups: Encourage repeat visits or upsells
• Re-engagement campaigns: Win back sleepy subscribers

With the right automation in place, you scale without sounding like a robot.

Our Favourite Brands Nailing Email Right Now

1. Mecca
   Their product drops, loyalty rewards, and previews are timely, personalised and always on-brand.
2. Vinomofo
   Casual, witty and punchy. Their emails make you feel like you’re chatting with a wine-loving mate and not a marketing bot.
3. The Iconic
   From “back in stock” alerts to seasonal edits, their automation is tight and beautifully executed.

Email Isn’t Dead. Boring Email Is.

Email marketing still works, but only when it’s crafted with care, driven by data, and infused with brand personality.

Whether you’re in food, drink or tourism, littleBIG has helped brands like yours turn emails into cart checkouts, bookings, conversions and customer love.

Let’s Build Emails That Actually Do Something

• Start with CRM & email automation
• Need a strategy first? Explore our services
• Want to see our work in action? See some of our case studies

Still think email’s old news? Hit your inbox after this… we promise it’s never been more alive.