An email campaign is a planned send to a chosen group of contacts: a product launch, a sale, an event invitation, a monthly update. In Australia, a good campaign starts with two local questions that software built for the northern hemisphere tends to ignore: what is happening in your customers’ calendar this month, and what time is it where they live?
An Australian campaign calendar
Here is a year of hooks that suit Australian audiences. Check the exact dates each year, as some move.
- January: New Year and summer holidays, back-to-school campaigns before term starts, and Australia Day on 26 January. Be aware that Australia Day is a sensitive date for many people, so tone matters.
- February and March: Valentine’s Day, early autumn ranges, and Easter planning when it falls in March or early April.
- April: Easter and school holidays. ANZAC Day on 25 April is a day of commemoration, not a sales event. The word “Anzac” is also legally protected, and commercial use needs approval from the Minister for Veterans’ Affairs, through the Department of Veterans’ Affairs.
- May: Mother’s Day on the second Sunday.
- June: End of financial year (EOFY) on 30 June is one of the biggest retail and B2B moments of the year. Businesses buy equipment before the year closes, and consumers hunt for deals.
- July and August: Tax time, winter ranges, ski season in the Alps, and mid-year school holidays.
- September: Father’s Day on the first Sunday, spring, and footy finals season.
- October and November: Click Frenzy, the Melbourne Cup on the first Tuesday of November, and Black Friday and Cyber Monday.
- December: Christmas in summer, then Boxing Day sales on 26 December. Our Christmas newsletter ideas can be adapted to beaches rather than snow.
Timing sends across the country
Australia has three standard time zones: AEST (UTC+10), ACST (UTC+9:30) and AWST (UTC+8). From October to April, daylight saving in New South Wales, Victoria, the ACT, Tasmania and South Australia adds more offsets, while Queensland, the Northern Territory and Western Australia stay on standard time. That means a summer send can land at five different local times. Tag contacts by state, then use Mailpro’s scheduled sending to release a separate send for each region. Our FAQ on the best time to send a newsletter explains how to test your own audience.
Building a campaign in Mailpro
- Choose your audience. Use segmentation to target by state, purchase history or interest.
- Design the email. Pick from more than 600 templates or build your own in the drag-and-drop editor. Every layout is responsive for mobile.
- Write for Australian readers. Use local spelling, prices in AUD with GST where relevant, and local references.
- Check compliance. Your business name and contact details and a working unsubscribe link must be in every commercial email under the Spam Act 2003.
- Test and schedule. Send tests to different email apps, then schedule by time zone.
- Measure. Review opens, clicks and unsubscribes in real time.
A more detailed walkthrough is on our page about how to send effective email campaigns.
Staying compliant with every send
The ACMA enforces the Spam Act actively. In 2026, Lululemon Athletica Australia paid $702,900 after sending more than 370,000 marketing emails with no unsubscribe option (ACMA). Mailpro inserts an unsubscribe link into every campaign and excludes unsubscribed contacts from future sends. For the full picture, see our guide to email marketing law in Australia.
Why Australian businesses choose Mailpro
Mailpro has been running since 2001 and hosts all data in Switzerland on private infrastructure, outside US jurisdiction. Pricing is based on the emails you send, not the number of contacts you store, so a large but seasonal list does not cost you all year. In Mailpro’s own customer survey, users rated email deliverability 9.6/10 and ease of use 9.3/10.