Dive into the season with fresh marketing ideas that drive results.

As the days get shorter and temperatures drop, brands must strategize for several key seasonal moments—from updating skincare routines to reflect weather conditions to major sporting events like the AFL season. To keep consumers engaged and maintain relevancy, businesses should align their marketing with the time of year.

This article will explore key opportunities for Australian brands to use SMS and email marketing strategies to drive conversions this autumn and winter.

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The Winter Glow-Up

Skin can become drier and require extra TLC during the colder months, making winter skincare a focus as customers seek hydration solutions. Products like moisturizers, hydrating serums, and oils are perfect for promoting this time of year. 

For SMS and email strategies, use customer purchase history to suggest seasonal skincare products they might need. Send an SMS with a personalized offer—such as a limited-time discount on a favorite product or a bundle of hydrating skincare essentials. You could also incorporate video content or tutorials showing how to use these products properly for maximum hydration within your email strategy.

If you’re not a skincare brand, consider spotlighting your products with hydration benefits. For example, Slip, a silk haircare and sleepwear brand, sent an SMS message during winter promoting their pure silk pillowcases. This winter strategy can work across retail sectors.

Empower and Celebrate this International Women's Day

International Women's Day (IWD) is an opportunity to showcase your brand's support for gender equality and celebrate the achievements of women. March 8 serves as a reminder of the invaluable contributions women make to society, and with 90% of Gen Z shoppers agreeing that business values matter, Australian consumers are increasingly drawn to brands that reflect their own values.

If your brand hosts related events or pop-ups, notify subscribers via email and SMS. Send emails in advance and SMS messages closer to the time. Luxury athleisure brand SASKI held an event at a day spa with their founder, Tammy, the week before IWD. The SMS message was a final call for RSVPs to those in Queensland—a segment created using collected location data. 

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Catch the AFL Fever

The Australian Football League (AFL) season is one of the biggest events of the year in the sports world. Starting March 6, millions of fans will tune in to watch the games. From footy fans buying new team jerseys to attending live matches, brands have plenty of opportunities to tap into this national moment.

SMS and email can help you connect with your sporty audience. Consider sending an email with a ‘Game Day Essentials’ list featuring products like jerseys, snacks, and drinkware. Before a big game, text a limited-time offer for fans to grab team merchandise, exclusive match-day deals, or discounts on essentials for watch parties. Use AFL-related hashtags or fan groupings in your campaigns to tailor experiences to each customer. You can do this by creating footy-themed sign-up units during the run-up—ask new subscribers which team they support as a pre-engagement step, and segment your audience accordingly. Don’t forget to highlight the benefits of registering to boost your list growth.

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Unmissable Seasonal Sale Events

Autumn and winter are prime times for huge sales events in Australia. Click Frenzy Travel, Afterpay Day, Click Frenzy Mayhem, eBay Plus Weekend, and the End of Financial Year (EOFY) sales are just a few retail moments that excite consumers.

Take advantage of these events by planning SMS and email campaigns that build anticipation. For example, start your marketing early by sending teasers about upcoming sales. Provide your most loyal customers with a VIP early access link, allowing them to shop ahead of the crowd.

Another effective strategy is creating a segment for customers who shopped during previous sales events. These high-intent buyers are already familiar with the thrill of a sale and are likely to make purchases again. Following up on them with additional incentives—such as free shipping, bonus points, or extra offers—can encourage repeat purchases and ensure they feel valued and appreciated for their past purchases.

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Trends Take Center Stage at Australia Fashion Week

Australia Fashion Week (AFW) is the perfect time for brands to align their campaigns with the buzz surrounding the latest trends and collections. With fashion enthusiasts eager to see what’s next, there are plenty of opportunities to connect with this style-conscious audience.

Think about teaser campaigns where you send SMS messages with hints about your upcoming AFW collection, building suspense and curiosity. Follow up with a more detailed email campaign offering a more detailed sneak peek or early access to shop before the official launch.

To stand out, consider sending personalized product recommendations based on customer preferences or past purchases, highlighting how to integrate the latest AFW trends into their wardrobe. Another approach is to create exclusive SMS offers for customers who engage with related collections. Offer them an additional discount or freebie if they make a purchase during AFW, creating a sense of urgency and exclusivity. Pair this with a countdown timer in your email campaigns to keep the momentum building.

By tapping into the excitement of AFW, brands can create tailored, impactful campaigns that capture the attention of fashion-forward shoppers and those who want to stay on top of the latest autumn and winter trends.

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Want to take full advantage of the upcoming seasons? Use these autumn and winter marketing trends to craft unique brand experiences that captivate your audience and drive sales. Check out our SMS gallery, Texts We Love, and Marketing Calendar to find important dates and campaign ideas that will inspire your 2025 strategy.

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