Editor’s note: While we’ve got you covered with shipping, it’s fundamental as a retailer to have all things covered in ecommerce - right down to how to benchmark your emails. We’ve invited subject matter expert, Aparna Gray, Head of Marketing APAC at dotmailer to share her top #TemandoTips. dotmailer is a fellow Magento premier technology partner.
Back for its ninth instalment, dotmailer’s Hitting the Mark annual email benchmarking report is back and expands this time crossing three continents, as it dissects the email techniques and strategies of 100 global retail brands.
This year, 20 top Australian brands are highlighted in the offshoot of Hitting the Mark 2018. We researched and objectively scored the brands against our extensive Hitting the Mark scoring criteria, revealing which brands are using email to its full potential, and which brands still have ground to make up. The Australian edition features Harvey Norman, Adore Beauty, Booktopia, Kitchen Warehouse, MYQT, The Iconic and more.
We researched and scored the following types of email from each brand:
- Newsletter sign-up
- Welcome emails
- Abandoned cart emails
- Post-purchase experience
According to the report, despite 95% of Australian companies performing highly on User Experience, 80% of them are still not using any form of audience segmentation, failing to recognise the individual preferences and needs of their customers. Similarly, over half of brands missed out on potential sales by not sending an abandoned cart email – crazy when you consider that average cart abandonment rate is 69%!
While businesses are generally moving in the right direction - when it comes to both shipping and email practices, they still have some way to go. Some points to take into consideration:
- Only 25% of brands achieved over half marks for Email Experience, with the remaining three-quarters performing below par
- 65% of companies scored half marks or below for their post-purchase experience
- 20% of brands are stillfailing to use any form of personalisation in their campaigns
Australia vs. the World
The Hitting the Mark report also highlights that Australian brands have underperformed overall when compared to their US and UK counterparts – mainly due to a poorer use of data. But that’s not to say that Aussie brands didn’t triumph elsewhere; 60% of APAC companies sent an aftersales review email, for instance. This was higher than any other region – particularly the US that fell short on the post-purchase experience.
Welcoming subscribers to the brand is another area of recognition for Australian companies. 95% of businesses in this region sent us a triggered welcome message – that’s 9% above the global average. Overall, APAC brands are making a great impression by adopting a customer-first approach to their email programs.
The Top 10
The Iconic is one of the top 10 performing brands in this year’s Hitting the Mark. The Australian online fashion and sports retailer, specialising in women’s and men’s clothes, shoes and accessories, came second – only to be beaten by Bulk Powders from the UK. In summary, The Iconic’s email campaigns were super-relevant and beautifully designed, often packing a punch in a very cluttered inbox.
The top 10 global brands are:
1. Bulk Powders (UK)
2. The Iconic (Aus)
3. Joseph Joseph (UK)
4. The Home Depot (US)
5. TigerDirect.com (US)
6. T.J. Maxx (US)
7. Lowe’s (US)
8. Office Depot - (US)
9. Maplin (UK)
10. The Perfume Shop (UK) / GAP (US) / Zavvi (UK)
Next up: Want to know what shipping best practices to adopt to support your email strategy? Read our post on the State of Shipping in Commerce report.