Yes, AI is increasingly used to reduce email unsubscribes in Australia by personalising email content and send times based on individual subscriber behaviour, thereby increasing engagement and reducing the likelihood of opting out.
Marketing automation platforms, such as Klaviyo, ActiveCampaign, and Mailchimp – all widely used by Australian SMEs – now include AI-powered features. As of December 2025, these platforms utilise machine learning algorithms to analyse data points like open rates, click-through rates, purchase history, and website activity. This data informs ‘send time optimisation’, predicting when each subscriber is most likely to engage. Furthermore, AI-driven content personalisation dynamically adjusts email subject lines and body content to match individual preferences. Some platforms also offer ‘churn prediction’ scoring, identifying subscribers at high risk of unsubscribing. These scores aren’t publicly shared, but inform automated suppression or re-engagement campaigns. Compliance with Australia’s Spam Act 2003 remains the responsibility of the sender, and AI features do not supersede these legal requirements. In 2026, we’re seeing increased integration of generative AI to assist with A/B testing of content variations, further refining personalisation. Platforms are also beginning to offer AI-powered suppression lists based on predicted unsubscribe intent, though this is still in early rollout.
Essentially, these AI systems work by continuously learning from subscriber interactions to deliver more relevant and timely email experiences, ultimately aiming to keep subscribers engaged and reduce unsubscribe rates.
