Latest study into Australian ecommerce retailers finds 76 per cent aren't delivering tailored marketing collateral even as 54 per cent collect additional info on consumers
Australia’s top 50 largest ecommerce players may have widely adopted email as a regular form of communications with customers, but three-quarters of them aren’t tailoring their message, according to a new report.
The Australian Ecommerce Study 2014 from Teradata of Australia’s top 50 ecommerce companies found 92 per cent send a regular email newsletter, but 76 per cent don’t deliver tailored marketing collateral to existing or potential customers.
The report found 54 per cent collected additional information on their customers that could be used to personalise communications, yet only 28 per cent of them made any effort to optimise content in their newsletters, such as adding in a first name (24 per cent).
Across the board, 64 per cent collected basic information about the subscriber such as name, gender, location or date of birth, and one quarter requested the subscriber’s date of birth. Twenty-four per cent of retailers targeted newsletters according to age and gender.
Eight-two per cent of Australian retailers had a single opt-in process to subscribe to a customer newsletter, and just 16 per cent required a consumer to establish an account to subscribe. About two-thirds also had a newsletter sign-up function featured on their homepage.
The Australian survey was conducted in April and May 2014 and followed a UK survey of the same nature undertaken in December. Teradata also conducted similar surveys in Germany and France in May and June 2014.
The good news is Australia isn’t too far behind its European counterparts. Thirty-one per cent of European retailers personalise emails by name (the UK led with 40 per cent), and only 17 per cent target their newsletter according to age and gender.
The local report found 36 per cent of Australian online retailers are sending a welcome message with an offer to encourage new subscribers to shop online, while 30 per cent sent a welcome message only. Sixteen per cent sent a confirmation email but no welcome message.
In comparison, 26 per cent of UK retailers sent a welcome message with an offer to new newsletter subscribers, and 60 per cent just sent a welcome message. Germany had the highest percentage of retailers using welcome offers with an incentive (46 per cent), while in France, 70 per cent of retailers sent no welcome message at all.
When it comes to frequency, most online retailers are sending one to two newsletters per week, and seven of the top 50 sent more than one newsletter per day.
More on personalisation
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.
With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.
Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.
Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.
The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...
Sergiu Alexei
The top 6 content challenges facing B2B firms
Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...
Marcus
10 lessons Telstra has learnt through its T22 transformation
Check out tiny twig for comfy and soft organic baby clothes.
Morgan mendoza
Binge and The Iconic launch Inactivewear clothing line
NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...
talalyousaf
NetSuite to acquire Bronto's digital marketing platform for US$200m
Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training
Infosectrain01
3 ways Booking.com is improving its B2B marketing game