Earlier this week, our team swapped keyboards for lanyards and headed to the Mailchimp FWD Sydney 2025 event – and wow, did it deliver! We heard from global legend Neil Patel (cue fan girl moment), soaked up tips from some of the sharpest minds in the business, and even caught an appearance from Rebel Wilson. Fair to say we walked away inspired, informed, and low-key buzzing from all the marketing gold.

But let’s talk email – because if you’ve been sleeping on your email list, this is your wake-up call 📣

Inbox Real Estate Is Still Hot Property 🏡📬

Even in a world of TikToks and DMs, email remains a top performer. Neil Patel revealed his campaigns are pulling an average open rate of 31.03% – not bad for a “dated” channel, hey?

And Aussies are listening. Globally, 69% of consumers say email is their favourite way to hear from brands, and over half are subscribed just for the sweet deals. That’s your cue to make sure your next campaign is packing more than just a “Hi [First Name]”.

The Art of Not Being Annoying in Someone’s Inbox

Let’s be honest – inbox fatigue is very real. We’ve all got brands we scroll right past because the emails just aren’t hitting the mark. So, what’s the secret to standing out without being straight-up annoying? It comes down to value-packed content and just the right amount of contact.

Yep – this one even surprised us. Neil Patel revealed at FWD that one of the biggest mistakes marketers make is not emailing their list enough. Most of us are out here tiptoeing around inboxes, but in reality, more consistent communication = better results. And he would know – he’s been emailing his list regularly since 2007, and it’s still one of his top-performing channels.

That said, it’s not about blasting people just for the sake of it. It’s about sending thoughtful, relevant emails at the right time. Nail your timing (Thursday mornings between 9–12 is your golden window), deliver something genuinely useful, and keep it short and sharp. Emails between 100–249 words perform best – enough to get your point across, without losing your reader mid-scroll.

Wise Up’s Top Tips for Email Wins

Here’s what we’re bringing back to our clients post-event:

1. 🎯Focus on value, not just visibility – no fluff, just stuff they actually want
2. ⏰ Send when they’re most likely to open – yes, timing does matter
3. 🧠 Use psychological triggers (curiosity, FOMO, urgency) to get results
4. 📊 A/B test everything – from subject lines to CTAs, trust the data
5. ✏️ Keep it snappy – emails between 100–249 words perform best

So, if your email strategy’s been collecting more dust than clicks, maybe it’s time to rethink the game plan. We’re here to help you turn inbox scrolls into conversions. Let’s create emails people actually want to open.

Ready when you are 👉