By Katy Pilar, Marketing Lead, APAC, Intuit Mailchimp
With inflationary pressure and higher living costs continuing to bite, people are paying closer attention to how and where they spend. But at the same time, they’re being bombarded with more sales-focused messages than ever before.
This paradox creates both challenge and opportunity for brands. It’s not just about cutting through the noise; it’s about saying something that matters when you do.
If marketers want to build lasting loyalty this financial year, it’s time to shift from broadcasting offers to creating meaningful and well-timed connections. Here’s how.
Turn overwhelm into opportunity
Let’s start with the numbers. Price remains the most important factor for almost 4 in 5 shoppers (77%) according to Intuit Mailchimp’s report “The New Ecommerce Calendar”. But in a world where discount fatigue is real and inboxes are overflowing, shouting about price alone won’t get you far.
Australia is leading the world in retail overwhelm, with 49% of consumers feeling saturated by promotional messaging. That’s not just a statistic—it’s a red flag. And it helps explain why 1 in 4 shoppers globally now actively avoid shopping during major sales events.
Instead of adding to the noise, marketers have a real opportunity to do the opposite: bring clarity. It starts with showing value beyond price. Think ease, trust, and familiarity. These are the forces behind repeat purchase behaviour, even when customers aren’t consciously loyal. Intuit Mailchimp’s Science of Loyalty report shows that 78% of Australian consumers will only buy from brands they trust. That makes credibility a must, and building it should be part of every interaction.
So rather than chasing loyalty with bigger, louder and more frequent campaigns, earn it by being consistently helpful. Make buying from you the simplest choice, whether that means streamlining the journey, tailoring your offers, or reinforcing your purpose.
Lean into non-traditional retail moments
It’s tempting to think big when it comes to seasonal marketing: EOFY, Black Friday… But many consumers are tuning out during these peaks, making it harder (and more expensive) to be heard. In fact the most valuable moments to connect may not be the loudest ones on the calendar.
Think about your brand beyond its product. What does it stand for? What values does it champion? What small but significant days align with your mission or your customers’ lifestyles?
For some, this might mean showing up during local cultural events or holidays that matter more to a niche community than the masses. For others, it’s about tapping into life stages: new jobs, house moves, even slow weeks when inboxes are quiet. When you shift the spotlight away from mega-sales and onto human moments, your message lands with greater authenticity and less competition.
By understanding your customer’s personal and cultural rhythms, you can connect in ways that feel considered rather than commercial.
Leverage data for meaningful connections
Knowing when to speak is only half the equation. The other half is knowing who you’re speaking to—and how to reach them. That’s where smart segmentation comes in.
Segmentation doesn’t necessarily mean splitting your list into ‘men’ and ‘women’ or ‘new’ and ‘returning’ customers. Brands should look at behaviours, preferences, and patterns. Looking into what content your subscribers engage with, what they have bought or what they haven’t; these are the signals that can show what really matters to your audience.
Executed well, segmentation is more than a spreadsheet exercise. It’s a practice in empathy. It’s about recognising the needs behind the data and using that insight to deliver more relevant experiences at scale.
To do this well, you need the right tools. Campaign performance tracking and reporting features can help you test, learn, and refine, so you’re always getting sharper. Meanwhile, automation allows you to respond to customer behaviour in real time without creating extra labour for your team—whether that means following up on an abandoned cart, celebrating a birthday, or offering timely content based on browsing history.
Forward-thinking marketers are already doing just that. Across North America, Europe and Oceania, 89% of Revenue Leaders—top-tier marketers who drive significant growth within high-revenue organisations—automate nearly the entire customer journey, from initial contact to post-purchase engagement, according to Intuit Mailchimp’s “The Revenue Blueprint” report.
Ultimately, the goal isn’t necessarily volume; it’s connection and continuity.
What next? Use loyalty to drive resilience
Here’s something not often said: loyalty looks different in every industry, for every business and for every customer. Understanding what it means for your category, for your unique business, and for your ideal customer is crucial for maximising results.
In uncertain times, loyalty becomes more than a nice-to-have. It becomes a stabiliser for your business. But loyalty is never achieved through a single campaign or incentive. It’s the result of showing up consistently, understanding your customer, and offering them value that goes beyond a price point.
So as we navigate the year ahead, consider how your marketing programmes can serve your customers better. Not just when it’s loud, but especially when it’s quiet. Let FY26 be the year your brand becomes the one they don’t need to think twice about.