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Aussie brands overlook simple digital marketing steps

Australian businesses are overlooking some of the most basic digital marketing capabilities and are likely missing out on substantial returns on their investment as a result.

That is the finding of dotmailer’s annual Hitting the Mark report, which assesses hundreds of marketing and transactional messages from 100 global brands across six sectors, including 20 Australian brands.

The report reveals that while 95 per cent of Australian brands perform highly on user experience, 80 per cent of them are still not using any form of audience segmentation and 20 per cent are failing to use any form of personalisation in their campaigns.

Only one Australian brand ranked in dotmailer’s list of top 10 global brands. Fashion retailer The Iconic ranked second behind the UK’s Bulk Powders, but ahead of more established brands, such as The Home Depot, T.J. Maxx and Office Depot from the US.

When looking at the sample of Australian brands specifically, dotmailer said The Iconic had the best email marketing strategy overall, while Temple & Webster provided the best customer experience.

SurfStitch, Adore Beauty, Angus & Robertson, QuikSilver and RY also ranked near the top of the list for their email and user experience.

Overall, however, the report stated that that the lack of email personalisation, segmentation, effective content and customer follow-up by some of Australia’s leading online businesses is robbing them of potential sales.

“By not implementing simple steps and quick wins in the customer journey, brands are missing out on these potential returns on sales, not to mention the opportunity to build stronger, longer-lasting relationships with their customers,” said Rohan Lock, APAC regional director for dotmailer.

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