2025 Australia Market Analysis

Email, WhatsApp & SMS Marketing Effectiveness

A comprehensive analysis of key marketing communications channels in the Australia market
98% SMS Open Rate
$36-$40 Email ROI
60% WhatsApp CTR

Executive Summary

In Australia’s digital ecosystem as of 2025, with 34.4 million active mobile connections representing 128% of the population, communication channels must prioritize immediacy, personalization, and compliance with regulations such as the Spam Act 2003. This report evaluates the effectiveness of email, WhatsApp, and SMS for booking confirmations, follow-up leads, special offers/campaigns, and newsletters, based on 2025 benchmarks including open rates, click-through rates (CTR), response rates, and return on investment (ROI). SMS and WhatsApp demonstrate superior engagement with open rates of 94–98%, compared to email’s 46.34% Australian average, though email provides cost-effective depth for informational content.
98%
SMS & WhatsApp
Open rate
$36-$40
Email ROI
Per $1 spent
7100%
SMS Campaigns
Potential ROI
For newsletters, SMS teasers (concise messages up to 300 characters with links) emerge as a highly effective first-point outreach strategy, driving traffic to full content with CTRs of 19–36%, outperforming email’s 2.35% for promotional links. A multi-channel strategy is advised, leveraging SMS for urgency and WhatsApp for interactivity, to achieve up to 7100% ROI from SMS campaigns.

Introduction

📱

Mobile-First Market

96% of consumers use SMS daily, with SMS marketing ad spend projected at $0.79 billion in Australia.

📧

Email Saturation

Email reaches 4.59 billion global users but faces inbox saturation, with 46% average open rates in Australia.

💬

WhatsApp Growth

8.3 million Australian WhatsApp users enable rich interactions with 98% open rates and 45-60% CTR.

⚖️

Regulatory Compliance

ACMA guidelines and Spam Act 2003 require opt-in consent, shaping channel selection and engagement strategies.

Australia’s 2025 digital trends underscore mobile dominance, with 96% of consumers using SMS daily and SMS marketing ad spend projected at $0.79 billion. Email reaches 4.59 billion global users but faces inbox saturation, while WhatsApp’s 8.3 million Australian users enable rich interactions. Metrics such as open rates (94% for SMS/WhatsApp vs. 46% for email) and CTR (19–36% for SMS promotional links vs. 2.35% for Australian emails) guide channel selection, influenced by high mobile penetration (89%) and opt-in requirements under ACMA guidelines. This analysis draws on recent data to inform strategic decisions, with specific emphasis on SMS teasers for newsletters as a primary outreach mechanism.

1. Booking Confirmations

Booking confirmations demand rapid, reliable delivery to minimize no-shows, with 64% of Australian consumers preferring SMS for order confirmations due to 98% open rates within three minutes. WhatsApp enhances this with interactive elements like rescheduling links, yielding 300% higher conversions than SMS in similar contexts. Email supports detailed attachments but lags with 46.34% open rates, risking delays.
ChannelOpen RateResponse RateKey Strength
SMS98%45%Instant alerts
WhatsApp98%45–60%Multimedia confirmations
Email46.34%6%PDF itineraries

📊 Real-World Example

Australian retailer Kmart uses SMS for appointment confirmations, cutting cancellations by 20% amid 70% mobile-only households.

2. Follow-Up Leads

Lead follow-up requires timely personalization to sustain interest, where WhatsApp’s two-way chat yields 5–15% conversion rates—up to five times email’s—via real-time queries. SMS secures 45% responses, preferred by 55% of Australians over WhatsApp. Email excels in drip sequences but achieves only 21% opens.
ChannelOpen RateConversion RateKey Strength
SMS94%2–5%Rapid nudges
WhatsApp98%5–15%Chatbot engagement
Email21%2–5%Nurturing sequences

📊 Real-World Example

50% more sales-ready leads at 33% lower cost compared to email campaigns.

3. Special Offers/Campaigns

Campaigns benefit from urgency and visuals; SMS delivers 19–36% CTR for flash sales with links, influencing 50% of Australian purchases. WhatsApp’s media-rich CTAs reach 45–60% CTR, with 3x ROI over SMS. Email yields $36 ROI per $1 but 1.29–2.35% CTR, suiting segmented promotions.
ChannelOpen RateEngagement RateKey Strength
SMS19–36%98%Time-sensitive blasts
WhatsApp45–60%98%Interactive visuals
Email1.29–2.35%46%Audience segmentation

📊 Real-World Example

Kmart's 2025 Boxing Day SMS campaigns increased traffic by 14.8%, outperforming email equivalents.

4. Newsletters

Newsletters prioritize informative depth; email leads with 46.34% Australian opens, favored by 55% for business updates. WhatsApp suits concise versions with 98% opens and 36% CTR via polls. SMS, leveraging teasers up to 300 characters with links as the primary outreach channel, excels in driving traffic to full newsletter content, achieving 19–36% CTR—significantly higher than email’s 2.35% for promotional links—while maintaining 94% opens and 78% read rates. This approach positions SMS as an effective first-touch mechanism, funneling users to detailed resources hosted on websites or apps, with 75% of consumers preferring it for promotional previews over other methods.
ChannelOpen RateCTRKey Strength
SMS94%19–36%Teasers with links to full content
WhatsApp98%36%Polls and updates
Email46.34%2–5%Rich media integration

📊 Real-World Example

Australian fashion brand Princess Polly uses SMS teasers with links to newsletter exclusives, achieving 64x ROI and 43% month-over-month subscriber growth by directing traffic to detailed content.

Conclusion & Recommendations

In 2025, SMS and WhatsApp prevail for engagement-driven uses like confirmations and campaigns (98% opens, 19–36% CTR for links), while email’s scalability fits newsletters and nurturing ($36–$40 ROI per $1). For newsletters, SMS teasers as first-point outreach offer superior initial engagement, with high CTR driving users to in-depth email or web content, aligning with Australian preferences for mobile-first previews.
📱

SMS for Reach

$0.52 per capita spend delivers instant, urgent communications with 98% open rates

💬

WhatsApp for Dialogue

Interactive, media-rich conversations with 45-60% CTR for personalized engagement

📧

Email for Depth

Cost-effective detailed content with $36-$40 ROI per $1 for informational nurturing

Key Takeaway

Firms should adopt hybrid approaches: SMS for broad reach ($0.52 per capita), WhatsApp for dialogue, and email for detail, ensuring ACMA compliance. AI personalization could enhance multi-channel ROI by 30%. This integration fosters 50% more qualified leads and enduring customer relationships.

References

This analysis is based on comprehensive research from leading marketing analytics platforms and industry reports:
1
Notifyre
SMS Marketing Statistics 2025: Trends, Insights, and Data
2025
2
SimpleTexting
SMS Marketing Statistics 2025: Key Insights
2025
3
TouchSMS
The Evolution of SMS in Australia: Current Statistics and 2025 Trends
2025
4
Swift Digital
24 Must-Know SMS Marketing Statistics For 2023
2025
5
Omnisend
SMS Marketing Data 2025: Key Stats, Trends, and Benchmarks
2025
6
SAP Emarsys
20+ SMS Marketing Statistics (With Sources) to Know in 2025
2025
7
Amra & Elma
BEST SMS MARKETING STATISTICS 2025
2025
8
Mozeo
Key SMS and Text Marketing Statistics for 2025
2025
Full citation list includes 40+ sources from HubSpot, Klaviyo, Mailchimp, Infobip, OptiMonk, DataReportal, and other authoritative marketing research organizations. Complete references available upon request.