Email was 50 last year. But brands have only been using it as a revenue-generating channel for around 20 years. It’s frustrating when your emails don’t get opened and no one engages with your brand. But sometimes all it takes is sticking to the email rulebook, those commonplace tactics that actually work.
Email best practice is your bread and butter; and it’s easier and faster to get it right today, thanks to an avalanche of tech in recent years.
So, what are you waiting for?
Make 2020 the year of email
resolution, and start using your tech smarter. Remember, email
marketing has an ROI of 4200%. Get your customer engagement up to where it
should be with these seven email marketing best practices. You’ll be driving
more opens, clicks, and conversions in no time.
1. Improve your email deliverability
You may find that for whatever reason your emails are encountering
deliverability problems. Some of the common ones are:
Your contacts are complaining about unwanted
Your emails are going into the junk folder
You’re sending to spam traps
Your content contains spam keywords
Taking preventative measures can
protect your deliverability in the long term. Otherwise, it may take some time
for issues to resolve.
Sending wanted email is crucial, as well as emailing the people who actually open your emails. Make sure you’ve received explicit consent and are acquiring data through a robust process (double opt-in, etc.). Luckily, our data Watchdog protects you – plus catches anyone out who’s not playing by the rules. And don’t neglect your contact list hygiene. Sending to unengaged contacts doesn’t go unnoticed by ISPs, and puts your email sending reputation at risk.
The success of your email campaign rests partly on the subject line. It’s an essential bit of copy, and getting it right makes or breaks your campaign metrics. Communicate clearly what your email’s about. Testing is the best way to optimize the text: maybe your audience reacts better to emotive language; or perhaps emojis arouse more attention?
Tailoring your email content effectively to each recipient relies on how well you’re capturing data. Make sure you have a preference center in place that doesn’t ask too much or too little. Let contacts know why you want to get to know them more: to offer more personalized content. 77% of consumers want personalized content, so it’s a no brainer! You can use data to personalize in two ways: through dynamic content or segmentation, or both.
Relevant data include:
Date of birth
4. Use split testing to increase email engagement
Split testing is the best way to find the optimum email campaign. The great thing is that you can test a load of things: from name, subject line, content, call to action, send time and more. We’ve covered subject lines already, so let’s look at body copy.
Test what works best:
Fewer or more images
CTA as a button or link
‘Shop now’ vs. ‘Discover here’
Bestsellers or hottest drops
Blog placement – right or left?
Plus, multivariate testing means
it’s possible to test various email elements at once, for an even more
5. Tell stories that get contacts to click through
Storytelling is one of the most
important selling tactics in email. People bypass your product features and
benefits in search for an emotional connection. If you can’t tell a good story,
how are you going to sell your products and services?
Generating an emotive response
from subscribers means you need to cut the rhetoric. Put yourself in their
shoes. Focus on authenticity and imagination. Provoke feeling. Potential
customers need to see themselves using your products and services.
Here are some tips:
Share your customers’ experiences through reviews and interviews
Use people – not your business name – to narrate your stories
Avoid the classic sales pitch in favour of some inspirational editorial
Be real: use realistic images, videos, and commentary to support your stories
6. Use contact behavior to trigger relevant emails
Let’s cut to the chase. Triggered emails are highly relevant messages. And subscribers often react positively to them because they’re related to some previous action. Just think about when you receive an abandoned browse or cart recovery campaign.
Website behavioral data.Look at what contacts are browsing and send an email that complements their previous activity. Was it a high-intent page that needs a follow up from sales? Maybe it was a high-value product page that’s worth nudging the contact about.
Order history. Once customers start buying from you, you’ll start to understand what they like and how much they’re willing to spend. Use product and purchase data to inform what email product recommendations customers will likely respond to.
7. Measure campaign results and then optimize
Open rates and click rates are the most obvious metrics to measure for your email marketing. Rather than measure campaign by campaign, look your metrics over a period of time (i.e. 30 days) to get a better idea of your reach. You might discover that email engagement levels fluctuate because of the day or month, who you’ve sent to, or the content itself.
Metrics to consider
Unsubscribe rate – Ideally you want to minimize opt-outs and maintain your lists. Ask for feedback on why people are unsubscribing and make changes accordingly.
Complaints rate – Marking your email as spam is a serious matter. If this rate increases, consider whether you’ve: purchased lists, missed the unsubscribe link, sent irrelevant content or to old addresses, or emailed too frequently.
Conversion rate – Completing a desired action depends on many factors. So, for people who click through to your website, make sure it’s optimized for conversions.
Bounce rate – Calculated as a percentage of emails that weren’t successfully delivered to recipients’ inboxes. A good one to look out for any deliverability issues.
Forward/share rate – This is a good judge of how many brand ambassadors you have. You want to increase this and generate more leads/customers.
Campaign ROI – This is easier to calculate on a campaign-by-campaign basis. But campaign performance is far-reaching; a campaign today could drive ROI in months to come.
Psst… To maintain your list at healthy level, keep your contacts happy with relevant content.
Whenever you change an email variable, watch these metrics like a hawk. They’re a good indicator of optimization and where you need to focus your efforts. To keep on top of your email marketing performance, download our email scoresheet here.
Make email great again
Email will always be the marketer’s preferred channel. But success comes down to best practice. You can’t optimize everything at once, so start with one practice and then move onto the next.
Hit the nail on the head and there’s so much engagement potential with every practice you perfect – your results will soar.
If you own or market a business location that makes a real-world community more serviceable, diverse, and strong, I’m on your side.
I love interesting towns and cities, with a wide array of useful goods and services. Nothing in my career satisfies me more than advising any brand that’s determined to improve life quality in some spot on the map. It does my heart good to see it, but here’s my completely unsentimental take on the challenges you face:
The Internet, and Google’s local platforms in particular, are a complete mess.
Google is the biggest house on the local block; you can’t ignore it. Yet, the entries into the platform are poorly lit, the open-source concept is cluttered with spam, and growing litigation makes one wonder if there are bats in the belfry.
Google comprises both risk and tremendous opportunity for local businesses and their marketers. Succeeding in 2020 means becoming a clear-eyed surveyor of any structural issues as well as seeing the “good bones” potential, so that you can flip dilapidation into dollars. And something beyond dollar, too: civic satisfaction.
Grab your tools and get your teammates and clients together to build local success in the new year by sharing my 3-level plan and 4-quarter strategy.
Residents, new neighbors, and travelers seeking what you offer will almost certainly find something about your company online, whether it’s a stray mention on social media, an unclaimed local business listing generated by a platform or the public, or a full set of website pages and claimed listings you’ve actively published.
Right now, running the most successful local business possible means acquiring the largest share you can of those estimated 1 trillion annual local searches. How do you do this?
By feeding Google:
Website content about your business location, products, services, and attributes
Corroborating info about your company on other websites
Local business listing content
Social media content
Remember, without your content and the content of others, Google does not exist. Local business owners can often feel uncomfortably dependent on Google, but it’s really Google who is dependent on them.
Whether the business you’re marketing is small or large, declare 2020 the year you go to the drafting board to render a clear blueprint for a content architecture that spans your entire neighborhood of the Internet, including your website and relevant third-party sites, platforms, and apps. Your plans might look something like this:
I recommend organizing your plan like this, making use of the links I’m including:
Begin with a rock-solid foundation of business information on your website. Tell customers everything they could want to know to choose and transact with your business. Cover every location, service, product, and desirable attribute of your company. There’s no chance you won’t have enough to write about when you take into account everything your customers ask you on a daily basis + everything you believe makes your company the best choice in the local market. Be sure the site loads fast, is mobile-friendly, and as technically error-free as possible.
Build out your listings (aka structured citations) on the major platforms. Automate the work of both developing and monitoring them for sentiment and change via a product like Moz Local.
Monitor and respond to all reviews as quickly as possible on all platforms. These equal your online reputation and are, perhaps, the most important content about your business on the Internet. Know that reviews are a two-way conversation and learn to inspire customers to edit negative reviews. Moz Local automates review monitoring and facilitates easy responses. If you need help earning reviews, check out Alpine Software Group’s two good products: GatherUp and Grade.Us.
Audit your competition. In competitive markets, come check out our beta of Local Market Analytics for a multi-sampled understanding of who your competitors actually are for each location of your business, depending on searcher locale.
Once you’ve found your competitors, audit them to understand the:
quality, authority and rate of ongoing publication you need to surpass
number and quality of Google posts, videos, products, and other content you need to publish
social engagement you need to create.
As to the substance of your content, focus directly on your customers’ needs. Local Market Analytics is breaking ground in delivering actual local keyword volumes, and the end point of all of your research, whether via keyword tools, consumer surveys, or years of business experience, should be content that acts as customer service, turning seekers into shoppers.
Use any leftover time to sketch in the finer details. For example, I’m less excited about schema for 2020 than I was in 2019 because of Google removing some of the benefits of review schema. Local business schema is still a good idea, though, if you have time for it. Meanwhile, pursuing relevant featured snippets could certainly be smart in the new year. I’d go strong on video this year, particularly YouTube, if there’s applicability and demand in your market.
The customer is the focus of everything you publish. Google is simply the conduit. Your content efforts may need to be modest or major to win the greatest possible share of the searches that matter to you. It depends entirely on the level of competition in your markets. Find that level, know your customers, and commit to feeding Google a steady, balanced diet of what they say they want so that it can be conveyed to the people you want to serve.
Let’s keep it real: ethical local companies which pride themselves on playing fair have good reason to be dubious about doing business with Google. Once you’ve put in the effort to feed Google all the right info to begin competing for rankings, you may well find yourself having to do online battle on an ongoing basis.
There are two fronts on which many people end up grappling with Google:
Problematic aspects within products
Litigation and protests against the brand.
Let’s break these down to prepare you:
Google has taken on the scale of a public utility — one that’s replaced most of North America’s former reliance on telephone directories and directory assistance numbers.
When you are marketing a local business, there’s a strong chance you will face one or more of the following issues while attempting to compete in Google’s local products:
Being outranked by businesses violating Google’s own guidelines with practices such as keyword-stuffed business titles and creating listings to represent non-existent locations or lead-gen companies. (Example)
Being the target of listing hijacking in which another company overtakes some aspect of your listing to populate it with their own details. (Example)
Being the target of a reputation attack by competitors or members of the public posting fake negative reviews of your business. (Example)
Being the target of negative images uploaded to your listing by competitors or the public. (Example)
Having Google display third-party lead-gen information on your listings, driving business away from you to others. (Example)
Having Google randomly experiment with local features with direct negative impacts on you, such as booking functions that reserve tables for your patrons without informing your business. (Example)
Being unable to access adequately trained Google staff or achieve timely resolution when things go wrong (Example)
Honest local business owners don’t operate this way. They don’t make money off of fooling the public, or maliciously attack neighboring shops, or give the cold shoulder to people in trouble. Only Google’s underregulated monopoly status has allowed them to stay in business while conducting their affairs this way.
Brilliant people work for Google and some of their innovations are truly visionary. But the Google brand, as a whole, can be troubling to anyone firmly tied to the idea of ethical business practices. I would best describe the future of Google, in its present underregulated state of monopoly, as uncertain.
A cause of employee protest over a very long list of employer projects and practices.
I can’t predict where all this is headed. What I do know is that nearly every local business I’ve ever consulted with has been overwhelmingly reliant on Google for profits. Whether you personally favor strong regulation or not, I recommend that every local business owner and marketer keep apprised of the increasing calls by governing bodies, organizations, and even the company’s own staff to break Google up, tax it, end contracts on the basis of human rights, and prosecute it over privacy, antitrust, and a host of other concerns.
Pick your battles
With Google so deeply embedded in your company’s online visibility, traffic, reputation and transactions, concerns with the brand and products don’t exist in some far-off place; they are right on your own doorstep. Here’s how to fight well:
1. Fight the spam
To face off with Google’s local spam, earn/defend the rankings your business needs, and help clean polluted SERPs up for the communities you serve, here are my best links for you:
Whether your degree of engagement goes no further than local business listings or extends to your community, state, nation, or the world, I recommend increased awareness of the whole picture of Google in 2020. Education is power.
You’ve fed Google. You’ve fought Google. Now, I want you to flip this whole scenario to your advantage.
My 2020 local SEO blueprint has you working hard for every customer you win from the Internet. So far, the ball has been almost entirely in Google’s court, but when all of this effort culminates in a face-to-face meeting with another human being, we are finally at your party under your roof, where you have all the control. This is where you turn Internet-driven customers into in-store keepers.
I encourage you to make 2020 the year you draft a strategy for making a larger portion of your sales as Google-independent as possible, flipping their risky edifice into su casa, built of sturdy bricks like community, pride, service, and loyalty.
How can you do this? Here’s a four-quarter plan you can customize to fit your exact business scenario:
The foundation of all business success is giving the customer exactly what they want. Hoping and guessing are no substitute for a survey of your actual customers.
If you already have an email database, great. If not, you could start collecting one in Q1 and run your survey at the end of the quarter when you have enough addresses. Alternatively, you could ask each customer if they would kindly take a very short printed survey while you ring up their purchase.
Imagine you’re marketing an independent bookstore. Such a survey might look like this, whittled down to just the data points you most want to gather from customers to make business decisions:
Have pens ready and a drop box for each customer to deposit their card. Make it as convenient and anonymous as possible, for the customer’s comfort.
In this survey and listening phase of the new year, I also recommend that you:
Spend more time as the business owner speaking directly to your customers, really listening to their needs and complaints and then logging them in a spreadsheet. Speak with determination to discover how your business could help each customer more.
Have all phone staff log the questions/requests/complaints they receive.
Have all floor/field staff log the questions/requests/complaints they receive.
Audit your entire online review corpus to identify dominant sentiment, both positive and negative
If the business you’re marketing is large and competitive, now is the time to go in for a full-fledged consumer analysis project with mobile surveys, customer personae, etc.
End of Q1 Goal: Know exactly what customers want so that they’ll come to us for repeat business without any reliance on Google.
In this quarter, you’ll implement as many of the requests you’ve gleaned from Q1 as feasible. You’ll have put solutions in place to rectify any complaint themes, and will have upped your game wherever customers have called for it.
In addition to the fine details of your business, large or small, life as a local SEO has taught me that these six elements are basic requirements for local business longevity:
A crystal-clear USP
Adequate, well-trained, personable staff
An in-demand inventory of products/services
Accessibility for complaint resolution
Cleanliness/orderliness of premises/services
The lack of any of these six essentials results in negative experiences that can either cause the business to shed silent customers in person or erode online reputation to the point that the brand begins to fail.
With the bare minimums of customers’ requirements met, Q2 is where we get to the fun part. This is where you take your basic USP and add your special flourish to it that makes your brand unique, memorable, and desirable within the community you serve.
A short tale of two yarn shops in my neck of the woods: At shop A, the premises are dark and dusty. Customer projects are on display, but aren’t very inspiring. Staff sits at a table knitting, and doesn’t get up when customers enter. At shop B, the lighting and organization are inviting, displayed projects are mouthwatering, and though the staff here also sits at a table knitting, they leap up to meet, guide, and serve. Guess which shop now knows me by name? Guess which shop has staff so friendly that they have lent me their own knitting needles for a tough project? Guess which shop I gave a five-star review to? Guess where I’ve spent more money than I really should?
This quarter, seek vision for what going above-and-beyond would look like to your customers. What would bring them in again and again for years to come? Keep it in mind that computers are machines, but you and your staff are people serving people. Harness human connection.
End of Q2 Goal: Have implemented customers’ basic requests and gone beyond them to provide delightful human experiences Google cannot replicate.
Q3: Participate, educate, appreciate
Now you know your customers, are meeting their specified needs, and doing your best to become one of their favorite businesses. It’s time to walk out your front door into the greater community to see where you can make common cause with a neighborhood, town, or city, as a whole.
2020 is the year you become a joiner. Analyze all of the following sources at a local level:
Print and TV news
School newsletters and papers
Place of worship newsletters and bulletins
Local business organization newsletters
Any form of publication surrounding charity, non-profits, activism, and government
Create a list of the things your community worries about, cares about, and aspires to. For example, a city near me became deeply involved in a battle over putting an industrial plant in a wetland. Another town is fundraising for a no-kill animal shelter and a walk for Alzheimer’s. Another is hosting interfaith dinners between Christians and Muslims.
Pick the efforts that feel best to you and show up, donate, host, speak, sponsor, and support in any way you can. Build real relationships so that the customers coming through your door aren’t just the ones you sell to, but the ones you’ve manned a booth with on the 4th of July, attended a workshop with, or cheered with at their children’s soccer match. This is how community is made.
Once you’re participating in community life, it’s time to educate your customers about how supporting your business makes life better in the place they live (get a bunch of good stats on this here). Take the very best things that you do and promote awareness of them face-to-face with every person you transact with.
For my fictitious bookseller client, just 10 minutes spent on Canva (you have to try Canva!) helped me whip together this free flyer I could give to every customer, highlighting stats about how supporting independent businesses improve communities:
If you’re marketing a larger enterprise, a flyer like this could focus on green practices you’re implementing at scale, philanthropic endeavors, and positive community involvement.
Finally, with the holiday season fast approaching in the coming quarter, this is the time to let customers know how much you appreciate their business. Recently, I wrote about businesses turning kindness into a form of local currency. Brands are out there delivering surprise flowers and birthday cakes to customers, picking them up when they’re stranded on roadsides, washing town signage, and replacing “you will be towed” plaques with ones that read “you’re welcome to park here.” Loyalty programs, coupons, discounts, sales, free events, parties, freebies, and fun are all at your disposal to say “Thank you, please come again!” to your customers.
End of Q3 Goal: Have integrated more deeply into community life, motivated customers to choose our business for aspirational reasons beyond sales, and have offered memorable acts of gratitude for their business, completely independent of Google.
Q4: Share customers and sell
Every year, local consumer surveys indicate that 80–90% of people trust online reviews as much as they trust recommendations from friends and family. But I’ve yet to see a survey poll how much people trust recommendations they receive from trustworthy business owners.
You spent all of Q3 becoming a true ally to your community, getting personally involved in the struggles and dreams of the people you serve. At this point, if you’ve done a good job, the people who make up your brand have come closer to deserving the word “friend” from customers. As we move into Q4, it’s time to deepen alliances — this time with related local businesses.
In the classic movie Miracle on 34th Street, the owners of Macy’s and Gimbel’s begin sending shoppers to one another when either business lacks what the customer wants. They even create catalogues of their competitors’ inventory to assist with these referrals. In Q3, I’m hoping you joined a local business alliance that’s begun to acquaint you with other brands that feature goods/service that relate to yours so that you can begin dedicated outreach.
Q4, with Black Friday and Small Business Saturday, is traditionally the quarter in which local businesses expect to get out of the red, but how many more wedding cakes would you sell if all the caterers in town were referring to you, how many more tires would you vend if the muffler shops sent all their customers your way, how many more therapeutic massages might you book if every holistic medical center in your city confidently gave out your name?
Formalize B2B customer referrals in this quarter in seven easy steps:
Create a spreadsheetheaded with your contact information and an itemized list of the main goods, services, and brands you sell. Include specialties of your business. Create additional rows to be filled out with the information of other businesses.
Create a list of every local business that could tie in with yours in any way for a customer’s needs.
Invite the owners or qualified reps of each business on your list to a meeting at a neutral location, like a community center or restaurant.
Bring your spreadsheet to the meeting.
Discuss with your guests how a commitment to sharing customers will benefit all of you
If others commit, have them fill out their column of the spreadsheet. Share print and digital copies with all participants.
Whenever a customer asks for something you don’t offer, refer to the spreadsheet to make a recommendation. Encourage your colleagues to do likewise, and to train staff to use the spreadsheet to increase customer sharing and satisfaction.
House flipping is a runaway phenomenon in the US that has remodeled communities and sparked dozens of hit TV shows. Unfortunately, there’s a downside to the activity, as it can create negative gentrification, making life less good for residents.
You need have no fear of this when you flip Google, because turning their house into yours actually strengthens your real-world neighborhood, town, or city. It gives the residents who already live there more stable resources, more positive human contact, and a more closely knit community.
Truth: Google will remain dominant in the discovery-related phases of your consumers’ journeys for the foreseeable future. For new neighbors and travelers, Google will remain a valuable source of your business being found in the first place. Even if governing bodies break the company up at some point, the truth is that most local businesses need to utilize Google a search utility for discovery.
Dare: Draw a line on the pavement outside your front door this year, with transactional experiences on your side of the line. Google wants to own the transaction phase of your customers’ journey. Bookings, lead gen, local ads, and related features show where they are headed with this. If Google could, I’m sure they’d be glad to take a cut of every sale you make, and you’ll likely have to participate in their transactional aspirations to some degree. But…
In 2020, dare yourself to turn every customer you serve into a keeper, cutting out Google as the middleman wherever you can and building a truly local, regenerative base of loyalty, referrals, and community.
Wishing you a local 2020 of daring vision and self-made success!
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At this year’s dotdigital Summit, we’re decided to focus a
whole track on helping you dedicate time to your personal development. After
all, what good is an awesome marketing strategy, if you don’t have the skills,
power, or confidence to achieve it?
Whether you’re taking your first steps, or have been committed to personal development for years, these breakout sessions will leave you excited and ready to achieve your personal goals.
What to expect
Unlike your standard personal development workshops, we won’t
be talking at you about ambiguous self-help theories. Instead, we’ll be plunging
into topics like mental health, resilience against adversity, and the power of curiosity.
We believe that there is no better way to learn, than by living. During these sessions, we’ll be delivering real experiences that you can’t learn from books or podcasts. Our speakers will be sharing their stories and their secrets to success and fulfilment. You’ll leave the talks fully equipped with new techniques to enrich your skill base, and the freshest insight into how to be the best version of you, you can be.
Who will be there?
We’ve recruited some of the best speakers around to help you continue your self-development journey. Richard Pancatti, from mental health charity, Mind, will be helping us start conversations about mental health. Cate Murden, founder of PUSH Mind and Body will be talking about how her own experiences with stress and how building resilience, motivation and happiness can help you overcome it.
The goal of every single ecommerce retailer is to find a solid way that leads them to improve their business. Personalized and segmented emails, delivering a great user experience and customer support, publishing good performing ads… The list goes on. All of these efforts have a great impact on the success of an online business. But in this article, we would like to tap into a mysterious area – having an effective pricing strategy through dynamic pricing to boost ecommerce success.
While dynamic pricing is not a completely new approach, ecommerce retailers have been using it more of late. Most of them were randomly optimizing their prices and changing them manually based on internal decisions. However, because of the increase in online price competition, and thanks to greater market intelligence and sophisticated dynamic pricing software, ecommerce retailers have realized the importance and the impact of dynamic pricing on their businesses.
What is dynamic pricing?
In basic terms, dynamic pricing is a pricing approach that enables you to set flexible prices by taking into account your costs, desired profit margins, the demand of the market and your competitors’ prices. In other words, you’ll be able to set the optimal price at the right time in response to real-time demand and competition status, while taking into account your business goals.
Why is dynamic pricing important?
The most apparent case is retail giant Amazon, who changes and updates its prices every 10 minutes and increased its revenues by 27.2%. Another big player, Walmart, adopted dynamic pricing and changed its prices 50,000 times a month. Using this pricing model, its sales jumped by 30% in 2013.
Dynamic pricing also lets retailers have additional and valuable insights on industry trends. Ecommerce retailers can apply different price limits and analyze price elasticities before deciding the optimal product price. A great way of testing and optimizing your prices is through paid ads. For example, Google Shopping provides instant data on how online shoppers are responding to your new price. You can analyze conversion rates, impressions, CTRs and margins after changing prices. By making continuous tests, you can find the optimal price.
The benefits of using a dynamic pricing strategy are abundant: improved margins and revenues; better conversion; control on the market; personalized prices based on season, demand and demographic; and presence in price comparison engines. As such, your prices always stay competitive and optimized in the ecommerce market.
Dynamic pricing use-case scenarios
If you are managing an ecommerce store, you should seriously consider adopting a dynamic pricing model with the right technology, since it has a significant impact on business success.
Here are some proven dynamic pricing use-cases that you can face in your industry:
If the general or seasonal demand for your product is at low level, then you have to eliminate the excess stock in order to get rid of the extra costs. The most common practice is to drop prices as low as possible to increase sales.
On the other hand, if demand is high in the market (it can be a seasonal effect or instant hypes), it would be great to increase your prices for the purpose of boosting profits.
So in a nutshell, demand-based pricing lets you benefit from demand fluctuations in the market like increasing prices when demand is high or when your competitors’ products are out of stock.
Identifying your competitors’ out-of-stock products – through a competitor price monitoring tool, Amazon Bestseller, or tracking Google Trends – would give you great insight in understanding market demand and the most popular products over a certain time period.
Time-based pricing is a dynamic pricing approach which enables ecommerce retailers to optimize their prices based on certain times of a day, month, year or the lifespan of a product in the market.
Different to demand-based pricing, as time is the core element rather than instant hypes in demand, the time-based pricing model is more predictable.
Let’s go through some real examples. The most popular industry using the time-based pricing approach is airline ticket providers. You should definitely notice that airline ticket prices are much higher in holiday seasons when compared with a regular season in the year.
Time-based pricing also works well if a product is outdated. Electronics brands use this strategy to increase the demand for an old version of a product. Whenever Apple releases a new version of a product, the price of an old version is marked down for the purpose of attracting more customers.
Through time-based pricing, you’ll always be aware of market trends as well as what your rivals are offering. With that intelligence you can always know where and when to decrease or increase your prices.
There are hundreds of competitors in the market and they adjust their prices continuously. That’s why you should also monitor them and take actions based on the pricing competition in the market.
If you deny your competitors then you won’t know if you’re priced too high or too low among them. That lack of information causes you to detach from the market.
In that scenario, you’ll face low conversion rates or slim margins which harm your sales and business growth. This is because your competitors are acting competitively and are more aware of market trends.
Do you know why?
The statistics show that majority of online shoppers compare prices before finalizing their purchase by visiting at least 3 online stores. Moreover, most of them name price as the very first criteria for their purchasing decision.
In a nutshell, because of price competition in the ecommerce space, online pricing becomes one of the key elements that influences the purchasing decision. So, retailers should be very attentive with their management and optimization.
Think about a scenario in which one of your competitors applies discounts and undercuts your pricing. With dynamic pricing, you can automatically react to its discounting strategy and regain your competitive status again.
Your prices may be too competitive when compared to your closest rival. So, even an increase of 10% or 20% won’t harm your competitiveness in the market. To grab at this opportunity, you need fresh competitor intelligence and dynamic pricing. By investing in both, you will be able to retain your competitiveness and increase your profit margin.
How to ‘really’ apply dynamic pricing to your strategy?
As mentioned above, Amazon is a huge fan of repricing!
Now let’s see how to apply this smart strategy!
Having tons of data is great. But, the crucial thing is to convert data into actionable insights. Fortunately, there are dynamic pricing and repricing software in the market that help you to generate recommendations from the data that you’ve collected from competitors. Then, the technology lets you calculate optimal prices through repricing rules that you’ve set based on your competitors’ prices, market demand and costs.
Once the optimal price rules are set, then you can enjoy the rest! The repricing engine works all day and your prices will be changed according to the fluctuations in the market and, of course, based on the rules that you’ve set. With the mix of competitive intelligence and repricing ability, your business can gain a seamless competitive advantage in the market. As you’re able to react to every single move in the market, your prices will always stay competitive or optimized.
Let’s give an actual example:
There are two different retailers competing in the same category:
The first retailer named ‘Great E-Commerce Retailer’ is selling all types of products from almost every category (electronics, home & kitchen appliances, fashion products, sports products,… the list goes on…)
The second retailer named ‘Super Sport Retailer’ specializes in the sports category.
Then, imagine that these retailers are competing harshly over price in the ‘football shoes vertical’. To take advantage of repricing technology and find the most optimal price, the below rule for Super Sport Retailer can be set;
My prices for every product under ‘football shoes category’ should be 10% lower
than ‘Great E-Commerce Retailer’
but they should be at least 15% higher than my costs
After setting this rule and assigning it in the repricing engine, ‘Super Sport Retailer’ will always have competitive prices in the football shoe category that won’t veer lower than its costs.
Repricing in ecommerce is key to remain competitive and grow your business online.
So, what are your thoughts on dynamic pricing and repricing? Have you ever tried it on your ecommerce store? If yes, what are your experiences? Please don’t hesitate to share all of them with us at Prisync.
To inspire brand loyalty, you need to stay connected and understand what interests your customers. Why should they keep coming back? What can you offer them that a competitor can’t?
dotmailer gives you access to seamless integrations with ecommerce platforms, such as Magento, to help you achieve real results. Take the world-famous syrup brand Monin, for example, whose products adorn restaurants, coffee shops and bars in over 160 countries. The brand recognized that, to meet the needs of its diverse customer base, they needed to bring their ecommerce and email closer together.
We’ve been working closely with Monin since 2015, helping the brand create an effective content strategy, refine its automation programs and improve its audience segmentation. This was made possible by the insight that the dotmailer-for-Magento integration offers.
The brand’s success has been considerable, and we’re delighted to announce that Monin was shortlisted for the Imagine Excellence Award with dotmailer – for Commerce Marketing Team of the Year 2018.
Bringing the in-store experience online
Understanding that content was a key driver of engagement, Monin focused on generating ideas that perfectly paired dotmailer and Magento. To complement a new email campaign, Monin populated their website with relevant content – from recipes to ‘Tips & Techniques’. A super-smooth path to purchase was on the cards for customers; a call to action on the perfect iced latte experience drove readers to click through, read an inspirational blog, and head to the checkout – equipped with the syrups needed to recreate it themselves.
Getting the right message to the right customer – at the right time
To tackle the midweek lull in traffic, Monin combined the insights gathered from Magento and dotmailer to identify preferences based on user behavior. The brand was then able to target specific content and promotions to these segments. Utilizing our WebInsight tool, Monin tracked customers’ browsing history, enabling them to curate content and recommend products based on previous purchases, recently-visited product pages and abandoned cart items.
The brand’s biggest success story was its carefully planned ‘Monin Mondays’ campaign, capitalizing on slow Mondays and Tuesdays: days with typically low levels of orders. The campaign was run routinely – four to five times a year – and specifically targeted lapsed customers, those yet to make a purchase and VIPs. Spontaneously landing in inboxes with hard-hitting discounts, this campaign boosted sales by a phenomenal 400%!
These new tactics, harnessing the data and capabilities of dotmailer and its integration with Magento, have contributed to a dramatic increase in Monin’s online sales. There has been a 20% increase in conversion rates and a 10% lift in revenue generated by email. Job well done, Monin!
For more inspiration about how dotmailer can help you, visit our customer success page or contact your account manager.
What are the Imagine Excellence Awards?
Imagine is the annual conference hosted by Magento. One of the highlights of the conference is the Imagine Excellence Awards, announced on the day of the event. They celebrate the achievement in leadership, innovation, teamwork and impact of Magento merchants, developers and partners over the previous twelve months.
In 2018, they received 250 submissions across 16 categories. Those nominated are shining examples of innovation, customer experience, design, and business acumen.
dotmailer recently gathered at the inaugural Shopify Plus meetup in New York City for an evening of fun, networking and education on this very topic. We brought together some big minds and bright ideas from retailers Minbie, dormify and Campus Protein to touch on firsthand lessons learned when negotiating contracts, getting the most out of your partner/vendor support teams, and learning about best-of-breed Shopify Plus technology partners (including Nosto, Addressy and TVPage).
The panel theme ‘Picking Your Ideal Tech Stack’ was moderated by Ben Staveley, dotmailer’s VP of Operations. One of the common pain points shared by the merchants was that they all have relatively small teams that need to wear a lot of hats. They offered some valuable tips that businesses of all sizes should consider when evaluating a technology solution.
When evaluating partners and their technology solutions, Russell Saks, CEO & Founder, Campus Protein, said:
The product needs to be one that is fairly intuitive. Before we actually schedule a demo it needs to be something that we are highly considering. Time is valuable and what typically follows is a lot of sales calls. We also evaluate what kind of extra customization we can add to an out-of-the-box piece of software. This allows us to have a better fit for our business and also gives us a competitive advantage. You have to remember everyone has the same access to the software that you do so it’s really how you utilize and fit it into your business that will truly give you that edge.
As partners evolve, others become irrelevant. We are always watching this so we are not wasting time/money as a company on non-performers. Look not just at what the tool does, but what is planned, how quickly the vendor/partner is releasing new features, and how often they have in the past. We expect everyone to be regularly releasing new features – in this day and age, an aggressive roadmap is essential.
According to Torquhil Anderson, Co Founder, Minbie:
There is always the temptation to gravitate towards the shiny new thing. Avoid this by applying a framework to rank which tools will actually move the needle most for your business. Once you have made your decision, don’t deliberate, just get in there and get your hands dirty. It’s only through testing the platform that you will truly see whether it adds value to your business.
To summarize the evening, merchants are looking to evaluate solutions that deliver the best ROI and those that continue to evolve as the needs of their eCommerce businesses evolve. For more information, check out why merchants are moving to Shopify Plus.
Not just education, we also said fun, right? Some refreshing Tipsy Scoop ice cream was a welcome treat on this hot summer night shared by many of our friends, partners and colleagues. We look forward to the next outing!
Incredible people power, a rapid response to queries, and dedication on a one-to-one level – these are the elements of customer support that we believe empowers marketers – and it’s what makes us the ESP trusted by brands like Barbour, Fred Perry, Screwfix and VIZIO. So it’s no surprise to us that dotmailer’s Global Head of Support, Darren Hockley, was recently awarded the Special Judges Award at the 2017 London & South East Contact Center Awards.
The team enjoyed an exciting evening of celebrations at The Marriott in Heathrow having entered into two impressive categories: Support Team of the Year and Digital Customer Service Team of the Year. We caught up with Darren back at the office to find out more:
Congratulations on your brilliant achievement, Darren.
Thanks a lot. I’m still in a bit of shock, really – it was quite unexpected. We’d entered into two categories and were unsuccessful this time around. But to be recognized by the judges for an individual award for outstanding performance was really special.
Absolutely – what a fantastic prize! What does the award mean for you?
To be perfectly honest, this is everyone’s award. I was showcasing the work we’ve achieved as a team, and I feel very proud of how far we’ve come in a year. To see us up alongside huge household names like UK Power Networks and Choice Hotels is testament to the incredible support the team provides for dotmailer customers and the impact that made on this year’s judges. So that feels pretty special.
For anyone who might be in the dark about dotmailer Support, can you provide a flavor of some of your team’s day-to-day activities?
The dotmailer Support team are the first line of call for anything platform related. We operate across all of our global office locations, and provide one-on-one support to our 5,000+ customers across 70,000+ accounts. A lot of what we do is technical enablement; we play a crucial role in on-boarding new users so they get the best out of their best-of-breed ESP. Plus, with so many of our customers taking advantage of dotmailer’s ecommerce integration functionality, we’re there to help people get started without a hitch.
Cool! What would you say your best achievements have been in this past year?
We set ourselves some challenging goals this year, which I’m proud to say we’ve smashed. We wanted to improve our Livechat functionality, first and foremost; with email volumes on the rise, it’s crucial that all of our customers can get in contact with Support quickly and easily. We implemented new, super-fast Livechat tech with an impressive look and feel for users. 98.9% of all chats were answered and the enhanced speed means that customers can expect to be answered in less than 2 minutes 27 seconds. As a result, we’ve seen a 21% decrease in customers having to email for support, and those using Livechat to get instant answers has increased by 230%. It’s been such a success that we’re considering expanding the technology and service to other teams across dotmailer.
Those are some stonking numbers, Darren. You must have a great team behind you.
Absolutely. Another key area we concentrated on was in providing the Support team with training and development opportunities. We think this focus was one of the key reasons we were finalists in the Contact Center Awards this year. Seven of our team members have received promotions this year. As the Global Head of Support, I take great pride in this; it’s fantastic to see highly-trained, committed and successful Support members receiving internal promotions for outstanding performance.
We’re not surprised! So what’s next for the Support team?
More of the same! We’re hoping to build on the successes of this year, and I hope the award I received on Monday can inspire the entire team to view their work as invaluable to the success of the company as a whole. Not all readers will know that we’re based in East Croydon in dotmailer’s first ever office; we’ve just entered the Croydon Business Excellence Awards 2017 so we’re looking forward to that. Outside of the glittering awards scene, we’ll be maintaining our passionate customer-focused mindset and will continue to ensure that every customer has the best possible experience when using the dotmailer platform.
Check out this testimonial from Customer Direct Marketing Manager at Forest Holidays, Sheri Riddlesworth:
“The results and support we have had for this project has been amazing, Firmin has gone above and beyond to onboard us and make it work with our website. His guidance, testing and knowledge was really appreciated and wouldn’t have been a success without him”.
dotmailer’s Support team are on hand 24 hours a day, Monday to Friday. If you need to get in touch, you can head to the Support Hub, where you’ll find the Livechat and a whole host of other useful information.
The top three reasons were People, Product and Opportunity. I met the people who make up our business and heard their stories from the past 18 years, learned about the platform and market leading status they had built in the UK, and saw that I could add value with my U.S. high growth business experience. I’ve been working with marketers, entrepreneurs and business owners for years across a series of different roles, and saw that I could apply what I’d learned from that and the start-up space to dotmailer’s U.S. operation. dotmailer has had clients in the U.S. for 12 years and we’re positioned to grow the user base of our powerful and easy-to-use platform significantly. I knew I could make a difference here, and what closed the deal for me was the people. Every single person I’ve met is deeply committed to the business, to the success of our customers and to making our solution simple and efficient. We’re a great group of passionate people and I’m proud to have joined the dotfamily.
Dan Morris, dotmailer’s EVP for North America in the new NYC office
Tell us a bit about your new role
dotmailer has been in business and in this space for more than 18 years. We were a web agency, then a Systems Integrator, and we got into the email business that way, ultimately building the dotmailer platform thousands of people use daily. This means we know this space better than anyone and we have the perfect solutions to align closely with our customers and the solutions flexible enough to grow with them. My role is to take all that experience and the platform and grow our U.S. presence. My early focus has been on identifying the right team to execute our growth plans. We want to be the market leader in the U.S. in the next three years – just like we’ve done in the UK – so getting the right people in the right spots was critical. We quickly assessed the skills of the U.S. team and made changes that were necessary in order to provide the right focus on customer success. Next, we set out to completely rebuild dotmailer’s commercial approach in the U.S. We simplified our offers to three bundles, so that pricing and what’s included in those bundles is transparent to our customers. We’ve heard great things about this already from clients and partners. We’re also increasing our resources on customer success and support. We’re intensely focused on ease of on-boarding, ease of use and speed of use. We consistently hear how easy and smooth a process it is to use dotmailer’s tools. That’s key for us – when you buy a dotmailer solution, we want to onboard you quickly and make sure you have all of your questions answered right away so that you can move right into using it. Customers are raving about this, so we know it’s working well.
What early accomplishments are you most proud of from your dotmailer time so far?
I’ve been at dotmailer for eight months now and I’m really proud of all we’ve accomplished together. We spent a lot of time assessing where we needed to restructure and where we needed to invest. We made the changes we needed, invested in our partner program, localized tech support, customer on-boarding and added customer success team members. We have the right people in the right roles and it’s making a difference. We have a commercial approach that is clear with the complete transparency that we wanted to provide our customers. We’ve got a more customer-focused approach and we’re on-boarding customers quickly so they’re up and running faster. We have happier customers than ever before and that’s the key to everything we do.
You’ve moved the U.S. team to a new office. Can you tell us why and a bit about the new space?
I thought it was very important to create a NY office space that was tied to branding and other offices around the world, and also had its own NY energy and culture for our team here – to foster collaboration and to have some fun. It was also important for us that we had a flexible space where we could welcome customers, partners and resellers, and also hold classes and dotUniversity training sessions. I’m really grateful to the team who worked on the space because it really reflects our team and what we care about. At any given time, you’ll see a training session happening, the team collaborating, a customer dropping in to ask a few questions or a partner dropping in to work from here. We love our new, NYC space.
Guests and the team at dotmailer’s new NYC office warming party
What did you learn from your days in the start-up space that you’re applying at dotmailer?
The start-up space is a great place to learn. You have to know where every dollar is going and coming from, so every choice you make needs to be backed up with a business case for that investment. You try lots of different things to see if they’ll work and you’re ready to turn those tactics up or down quickly based on an assessment of the results. You also learn things don’t have to stay the way they are, and can change if you make them change. You always listen and learn – to customers, partners, industry veterans, advisors, etc. to better understand what’s working and not working. dotmailer has been in business for 18 years now, and so there are so many great contributors across the business who know how things have worked and yet are always keen to keep improving. I am constantly in listening and learning mode so that I can understand all of the unique perspectives our team brings and what we need to act on.
What are your plans for the U.S. and the sales function there?
On our path to being the market leader in the U.S., I’m focused on three things going forward: 1 – I want our customers to be truly happy. It’s already a big focus in the dotmailer organization – and we’re working hard to understand their challenges and goals so we can take product and service to the next level. 2 – Creating an even more robust program around partners, resellers and further building out our channel partners to continuously improve sales and customer service programs. We recently launched a certification program to ensure partners have all the training and resources they need to support our mutual customers. 3 – We have an aggressive growth plan for the U.S. and I’m very focused on making sure our team is well trained, and that we remain thoughtful and measured as we take the steps to grow. We want to always keep an eye on what we’re known for – tools that are powerful and simple to use – and make sure everything else we offer remains accessible and valuable as we execute our growth plans.
What are the most common questions that you get when speaking to a prospective customer?
The questions we usually get are around price, service level and flexibility. How much does dotmailer cost? How well are you going to look after my business? How will you integrate into my existing stack and then my plans for future growth? We now have three transparent bundle options with specifics around what’s included published right on our website. We have introduced a customer success team that’s focused only on taking great care of our customers and we’re hearing stories every day that tells me this is working. And we have all of the tools to support our customers as they grow and to also integrate into their existing stacks – often integrating so well that you can use dotmailer from within Magento, Salesforce or Dynamics, for example.
Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?
In addition to the ones above – ease of use, speed of use and the ability to scale with you. With dotmailer’s tiered program, you can start with a lighter level of functionality and grow into more advanced functionality as you need it. The platform itself is so easy to use that most marketers are able to build campaigns in minutes that would have taken hours on other platforms. Our customer success team is also with you all the way if ever you want or need help. We’ve built a very powerful platform and we have a fantastic team to help you with personalized service as an extended part of your team and we’re ready to grow with you.
How much time is your team on the road vs. in the office? Any road warrior tips to share?
I’ve spent a lot of time on the road, one year I attended 22 tradeshows! Top tip when flying is to be willing to give up your seat for families or groups once you’re at the airport gate, as you’ll often be rewarded with a better seat for helping the airline make the family or group happy. Win win! Since joining dotmailer, I’m focused on being in office and present for the team and customers as much as possible. I can usually be found in our new, NYC office where I spend a lot of time with our team, in customer meetings, in trainings and other hosted events, sales conversations or marketing meetings. I’m here to help the team, clients and partners to succeed, and will always do my best to say yes! Once our prospective customers see how quickly and efficiently they can execute tasks with dotmailer solutions vs. their existing solutions, it’s a no-brainer for them. I love seeing and hearing their reactions.
Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?
I’m originally from Yorkshire in England, and grew up just outside York. I moved to the U.S. about seven years ago to join a very fast growing startup, we took it from 5 to well over 300 people which was a fantastic experience. I moved to NYC almost two years ago, and I love exploring this great city. There’s so much to see and do. Outside of dotmailer, my passion is cars, and I also enjoy skeet shooting, almost all types of music, and I love to travel – my goal is to get to India, Thailand, Australia and Japan in the near future.
At dotmailer we try our best to keep the bad guys out, but if they already have your password, there is very little we can do to detect, and stop them logging in as you…unless, of course, you have already turned on two-factor authentication (2FA). Two-factor in most cases is something you know (your username/password), and something you have (a single use access code or authentication link).
But how do can they get my password in the first place?
There are various ways an attacker may have access to your login details, but some of the possible methods include:
If the computer you use to log in to your online accounts is infected with malware, it is possible that your keystrokes and even screen captures are being logged and sent back to the bad guys…..yep, including your passwords, and other authentication details.
Snooping on the network
If an attacker has access to the network from which you are logging on to an online service (e.g. public Wi-Fi hotspot), in some cases it may be possible to capture the data as it passes to the server…..yep, including your password, and other authentication details. This is where looking for HTTPS in your browser address bar becomes very important. At dotmailer, all authentication data passes over a secure channel, thus protecting you from this sort of attack.
It’s really important not to use the same password across different services. We’ve seen an awful lot of very big data breaches in the news recently, and the attackers have been using the stolen authentication details from these breaches to try and log on to other online services…with what seems to be a great deal of success! This sadly means that many people are still using the same password everywhere they go online. This is one of the reasons why your dotmailer password is set to expire, and you are asked for a new one every 90 days; and why you should be choosing something completely different every time. Simply incrementing that number at the end of your password is not cool!
As we get better at using good passwords, and preventing malware infections; sometime, the bad guys just find it easier to ask us for our passwords. At dotmailer, our support team will never contact you asking for your password.
If one of the above unfortunate events were to happen, 2FA adds another layer of defense, as the attacker would also need access to the authentication link or SMS code. In reality that would mean having access to your mailbox, or mobile phone. We’ve already seen that it’s possible that an attacker has obtained your password due to a compromised computer, or network; which is why we would always recommend using an “out-of-band” communication such as SMS as the means to deliver the 2FA authentication token where possible. dotmailer offers SMS 2FA to all customers. It’s simple to setup, and its free!
Without access to the authentication token, the attacker could of course try and brute force the code, but that is where our other controls such as failed login account lockouts kick in.
How to turn on 2FA in dotmailer
Log in to your account, and click the user icon in the top right, and select Account:
In the resulting window click on the “Account Settings” tab, and scroll down to the “Security” section. Simply tick the Two-factor authentication box, and enter your mobile phone number, and hit save settings at the bottom of the page.
Done! Congratulations, you have just gone one step further in protecting your valuable data.
Now you have protected your dotmailer account, check out TurnOn 2FA and see which of your other online services offer a similar feature, and SWITCH IT ON!
Note: If you are a managed user, you will need to ask your account administrator to do this for you. For obvious security reasons, you will not be able to disable this feature without the help from our support team.
Australia has a resident population of more than 24 million and, according to eMarketer, the country’s ecommerce sales are predicted to reach A$32.56 billion by 2017. The country’s remote location in the APAC region means that unlike European countries or the USA, traditionally there have been a lack of global brands sold locally.
Of course, we also know that many expatriates, particularly from inside the Commonwealth, have made Australia their home and are keen to buy products they know and love from their country of origin.
All of these factors present a huge and potentially lucrative opportunity for non-Australian brands wanting to open up their new and innovative products to a fresh market, or compete for market share.
But it’s not just non-Australian retailers who are at an advantage here: Australia was late to the ecommerce party because native, established brands were trading well without it. Subsequently, Australian retailers’ ecommerce technology stacks are much more recent and not burdened by legacy systems. This makes it much easier to extend, or get started with, best-of-breed technologies and cash in on a market that’s booming. To put some of this into perspective, Magento’s innovative ecommerce platform currently takes 42% of Australia’s market share and the world’s first adopter of Magento 2.0 was an Australian brand.
The GST loophole
At the moment, local retailers are campaigning against a rule that exempts foreign websites from being charged a 10% general sales tax (GST) on purchases under A$1,000. And in 2013, Australian consumers made $3.11 billion worth of purchases under A$1,000.
While the current GST break appears to put non-Australian retailers at an advantage, Australian-based brands such as Harvey Norman are using it to their advantage by setting up ecommerce operations in Asia to enjoy the GST benefit.
Australian consumers have also countered the argument by saying that price isn’t always the motivator when it comes to making purchasing decisions.
It’s not a place where no man has gone before
Often, concerns around meeting local compliance and lack of overseas business knowledge prevent outsiders from taking the leap into cross-border trade. However, this ecommerce passport, created by Ecommerce Worldwide and NORA, is designed to support those considering selling in Australia. The guide provides a comprehensive look into everything from the country’s economy and trade status, to logistics and dealing with international payments.
Global expansion success stories are also invaluable sources of information. For instance, it’s not just lower-end retailers that are fitting the bill, with brands like online luxury fashion retailer Net-a-Porter naming Australia as one of its biggest markets.
How tech-savvy are the Aussies?
One of the concerns you might have as a new entrant into the market is how you’ll reach and sell to your new audience, particularly without having a physical presence. The good news is that more than 80% of the country is digitally enabled and 60% of mobile phone users own a smartphone – so online is deeply rooted into the majority of Australians’ lives. 
Marketing your brand
Heard the saying “Fire bullets then fire cannonballs”? In any case, you’ll want to test the waters and gauge people’s reactions to your product or service.
It all starts with the website because, without it, you’re not discoverable or searchable, and you’ve nowhere to drive people to when running campaigns. SEO and SEM should definitely be a priority, and an online store that can handle multiple regions and storefronts, like Magento, will make your life easier. A mobile-first mentality and well thought-out UX will also place you in a good position.
Once your new web store is set up, you should be making every effort to collect visitors’ email addresses, perhaps via a popover. Why? Firstly, email is one of the top three priority areas for Australian retailers, because it’s a cost-effective, scalable marketing channel that enables true personalization.
Secondly, email marketing automation empowers you to deliver the customer experience today’s consumer expects, as well as enabling you to communicate with them throughout the lifecycle. Check out our ‘Do customer experience masters really exist?’ whitepaper for some real-life success stories.
Like the Magento platform, dotmailer is set up to handle multiple languages, regions and accounts, and is designed to grow with you.
In summary, there’s great scope for ecommerce success in Australia, whether you’re a native bricks-and-mortar retailer, a start-up or a non-Australian merchant. The barriers to cross-border trade are falling and Australia is one of APAC’s most developed regions in terms of purchasing power and tech savviness.
We recently worked with ecommerce expert Chloe Thomas to produce a whitepaper on cross-border trade, which goes into much more detail on how to market and sell successfully in new territories. You can download a free copy here.
 Australian Passport 2015: Cross-Border Trading Report
 Australian Passport 2015: Cross-Border Trading Report