So, you’ve made the decision to take on an ecommerce connector using Commerce Flow or Magento, for instance; it’s all hooked up with dotmailer and ready to go. What next?
As with all data-driven marketing, your customer insight has to sit at the very heart of your email. This is particularly the case if you wish to move away from ‘batch and blast’ – or ‘spray and pray’ as I like to call it – to sending the right message, to the right person, at the right time.
An extension to this mantra is also “on the right channel”. With the recent acquisition of COMAPI, dotmailer customers now have more choice over the digital channels on which to convey marketing messages – but that’s a blog for another day.
Automation is a method that enables time-poor marketers to deliver the right message, to the right person, at the right time. BUT, the triggers to enrol a subscriber onto an automation program (or the logic behind it) is all based on… Well you guessed it – data.
Hooking up your ecommerce platform with dotmailer ensures you get valuable transactional data into your email platform, empowering you to tailor the experience around the actions of subscribers.
So, I’ve collated the must-have automations that – regardless of what product you’re selling – should be at the top of your list. And once implemented, you can scope programs as per the industry or sector you’re operating in.
1. Welcome program
The welcome journey would be the first email contact you have with subscribers after they’ve signed up. As with the real world, you’ve only one shot to make a good impression, so make it count!
Your welcome program should set the tone of what subscribers will receive moving forward. A good starting place is a three-part series:
In the first email, thank your subscribers for signing up and reinforce the reasons why they did so in the first place – this is the prime time to shout about your USPs and the exclusive benefits of being opted-in.
As a follow up to the initial email, you should begin building your relationship with customers by telling them your brand story. Make sure subscribers understand your USPs and make your proposition as compelling as possible, recommending the most-viewed or most-purchased products on your site for instance.
Email three is the perfect opportunity to prompt subscribers to act. If they haven’t made their first purchase yet, encourage them to do so. If they have made their first purchase, ask them instead to fill in your preference center so you can further tailor their digital experience.
Charlotte Tilbury’s stylish welcome email provides subscribers with a backdrop to the brand and asks for details – such as hair color and skin tone – to drive relevant communications.
2. Post-purchase program
Now that subscribers have made their first purchase, it’s time to enrol them onto an aftersales program that communicates thanks and rewards them for their business with you over that of a competitor. It doesn’t have to be a discount (although research we’ve conducted with the Direct Marketing Association indicates that discounts and money offs are most effective); you can reinforce their decision was the right one by highlighting relevant customer testimonials and awarding loyalty points. Remember, reassurance (especially of an impulsive buy) goes a long way.
With every purchase that follows, customers can be automatically enrolled onto an aftersales program that collects product reviews and drives value-added content; both are likely to bolster UGC for other email programs and enrich your brand’s credibility.
Tangle Teezer does a great job of maximizing its customer loyalty with product-focused tips and inspiring UCG.
3. Abandoned cart
In my experience, this is the automation of automations. Abandoned cart is without a doubt the highest revenue-generating program I’ve come across. Subscribers – whether intentionally or unintentionally – leave their carts full and unattended; sending them a prompt reminder so that they ‘don’t miss out’ or even a cheeky discount (if it’s been a slow month) is guaranteed to produce great results.
I would experiment between a one- and three-stage abandoned cart program to see what works best for you. But be warned, some of the more savvier consumers will abandon their purchase intentionally to seek out a discount code, as they recognize that many brands will use it as incentive to recover lost carts.
Oliver Bonas tempts subscribers back to their cart using data-triggered notifications.
4. Loyalty program
Loyalty programs can be straightforward and help you generate the advocacy enjoyed by the likes of ASOS, winner of our 2017 benchmark report – Hitting the Mark.
The logic behind a loyalty program could be as simple as having the enrollment criteria set to customers’ average order value (AOV) or a minimum number of orders made in the last 6 months. Conditions to enroll might be an AOV that’s equal to or greater than £100, for instance.
An automation can be triggered when the rules you’ve set up have been met, informing loyal customers that they’ve qualified for membership in a special VIP club, and of their exclusive access to additional benefits or gifts.
Triggering this automation will update the relative ‘data-field’ within dotmailer, marking customers that have enrolled as ‘VIPs’. You can then leverage this insight to enrich the relevancy of your business-as-usual newsletters, using dynamic content to display extra information that’s exclusive to your more loyal customers.
Conversely, another automation could be built and triggered if customers’ AOV or number of orders (made over a certain period) are below the prerequisites of entering the VIP club; they’d be either encouraged to make a purchase or enrolled onto a winback program.
Ellisons drip-feeds discounts to customers as means to strengthen retention and inspire loyalty.
5. Re-engagement program
A re-engagement (or winback) program could be based on a period of subscriber inactivity – i.e. the last time subscribers have opened or clicked in an email. Pro:Direct, for example, prompts unengaged subscribers to remain in the loop or connect on other channels.
But in an ecommerce scenario, I’d base the criterion on when they last made a purchase.
If a number of days or months has elapsed and a subscriber hasn’t made a purchase, sending a ‘we miss you’ campaign is sure to rouse their engagement and compel them to act. Things to potentially include are some inspirational UGC, USPs, freebies or a discretionary discount.
Ready, set, go!
Once you’ve got these five automations in place, you’re well on the road to delivering the right message, to the right person, at the right time. If you’d like more advice on tailoring automations to your business, please feel free to contact your account manager.
For your email newsletters to be effective, you need to reach a wide audience and appear relevant to all of the people in it. But the first step is to convince people to join your mailing list, by standing out in the sea of online marketers.
Opt-ins are the gold standard of increasing sign-ups: they give your target audience the ability to choose whether or not to sign up for your email newsletter. They also provide you with numerous ways to lure people in, including:
On-page opt-ins: this option prompts site visitors to sign up while they’re browsing a page on your site.
Slide-up opt-ins: this opt-in slides up from the bottom of a website. It is minimally intrusive, can be displayed on every page, and gives the site visitor the option of closing it or responding.
Pop-ups: Popovers are everywhere, and for good reason—they work! With the right online tool, you can customize these pop-ups and decide what pages they appear on, when they appear and who they display for. They can take on many forms, including:
Standard pop-up stating the benefits of joining the list
Shopping cart-abandonment pop-up, encouraging the user to create an account
Remember, it’s important that no matter what type of opt-in you use, you should provide your subscribers with a double opt-in option. This means they not only opt in when they see the initial offer, but also they receive an email confirmation that they want to receive your newsletter.
By doing this, you are ensuring a loyal online newsletter reader who is more likely to remain subscribed and engaged. Additionally, it will reduce the number of people marking your email newsletters as spam.
Often, a potential subscriber wants to see what you have to offer before they make a decision to sign up for your email newsletter. You can create a landing page that’s specifically designed to show users what the benefits are for subscribers.
One of the best aspects of the email-specific landing page is you can direct all external traffic to this page, whether they are from web searches, social media, blogs, or another source. Keep this page short and sweet and let people know what they will be receiving in their inbox. Examples of what you can offer them include:
Interviews with experts
Anything else you include in your newsletter
Whether users are directed to these email-specific landing page or to other parts of your website, be sure to have call-to-action (CTA) buttons on every page. Doing so means you don’t miss out on any potential subscriber, no matter where on your site they’re browsing.
You can increase the number of sign-ups you have simply by giving potential subscribers special offers. These offers come in many forms and can be introduced on a range of platforms (e.g. your social media accounts), such as:
Courses and webinars
Content downloads, such as whitepapers
The key to online newsletter effectiveness is to be creative and use the technology at your disposal. The more distinctive you make each of these methods, the more successful you’ll be in gathering those engaged subscribers.
I first got to know dotmailer when the company was just a bunch of young enthusiastic web developers called Ellipsis Media back in 1999. I was introduced by one of my suppliers and we decided to bring them on board to build a recruitment website for one of our clients. That client was Amnesty International and the job role was Secretary General. Not bad for a Croydon company whose biggest client before that was Scobles the plumber’s merchants. So, I was probably dotmailer’s first ever corporate client! After that, I used dotmailer at each company I worked for and then one day they approached a colleague and me and asked us if we wanted to work for them. That was 2013. We grabbed the opportunity with both hands and haven’t looked back since.
Tell us a bit about your role
I’m the Global Head of Technical Solutions which actually gives me responsibility for 2 teams. First, Custom Technical Solutions (CTS), who build bespoke applications and tools for customers that allow them to integrate more closely with dotmailer and make life easier. Second, Technical Pre-sales, which spans our 3 territories (EMEA, US and APAC) and works with prospective and existing clients to figure out the best solution and fit within dotmailer.
What accomplishments are you most proud of from your dotmailer time so far?
I would say so far it has to be helping to turn the CTS team from just 2 people into a group of 7 highly skilled and dedicated men and women who have become an intrinsic and valued part of the dotmailer organization. Also I really enjoy being part of the Senior Technical Management team. Here we have the ability to influence the direction and structure of the platform on a daily basis.
Meet Darryl Clark – the cheese and peanut butter sandwich lover
Can you speak a bit about your background and that of your team? What experience and expertise is required to join this team?
My background is quite diverse from a stint in the Army, through design college, web development, business analysis to heading up my current teams. I would say the most valuable skill that I have is being highly analytical. I love nothing more than listening to a client’s requirements and digging deep to work out how we can answer these if not exceed them.
As a team, we love nothing more than brainstorming our ideas. Every member has a valid input and we listen. Everyone has the opportunity to influence what we do and our motto is “there is no such thing as a stupid question.”
To work in my teams you have to be analytical but open minded to the fact that other people may have a better answer than you. Embrace other people’s input and use it to give our clients the best possible solution. We are hugely detail conscious, but have to be acutely aware that we need to tailor what we say to our audience so being able to talk to anyone at any level is hugely valuable.
How much of the dotmailer platform is easily customizable and when does it cross over into something that requires your team’s expertise? How much time is spent on these custom solutions one-time or ongoing?
I’ll let you in on a little secret here. We don’t actually do anything that our customers can’t do with dotmailer given the right knowledge and resources. This is because we build all of our solutions using the dotmailer public API. The API has hundreds of methods in both SOAP and REST versions, which allows you to do a huge amount with the dotmailer platform. We do have a vast amount of experience and knowledge in the team so we may well be able to build a solution quicker than our customers. We are more than happy to help them and their development teams build a solution using us on a consultancy basis to lessen the steepness of the learning curve.
Our aim when building a solution for a customer is that it runs silently in the background and does what it should without any fuss.
What are your plans for the Custom Tech Solutions team going forward?
The great thing about Custom Technical Solutions is you never know what is around the corner as our customers have very diverse needs. What we are concentrating on at the moment is refining our processes to ensure that they are as streamlined as possible and allow us to give as much information to the customer as we can. We are also always looking at the technology and coding approaches that we use to make sure that we build the most innovative and robust solutions.
We are also looking at our external marketing and sharing our knowledge through blogs so keep an eye on the website for our insights.
What are the most common questions that you get when speaking to a prospective customer?
Most questions seem to revolve around reassurance such as “Have you done this before?”, “How safe is my data?”, “What about security?”, “Can you talk to my developers?”, “Do I need to do anything?”. In most instances, we are the ones asking the questions as we need to find out information as soon as possible so that we can analyse it to ensure that we have the right detail to provide the right solution.
Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?
We talk a lot about working with best of breed so for example a customer can use our Channel Extensions in automation programs to fire out an SMS to a contact using their existing provider. We don’t force customers down one route, we like to let them decide for themselves.
Also, I really like to emphasize the fact that there is always more than one way to do something within the dotmailer platform. This means we can usually find a way to do something that works for a client within the platform. If not, then we call in CTS to work out if there is a way that we can build something that will — whether this is automating uploads for a small client or mass sending from thousands of child accounts for an enterprise level one.
What do you see as the future of marketing automation technology? Will one size ever fit all? Or more customization going forward?
The 64 million dollar question. One size will never fit all. Companies and their systems are too organic for that. There isn’t one car that suits every driver or one racquet that suits every sport. Working with a top drawer partner network and building our system to be as open as possible from an integration perspective means that our customers can make dotmailer mold to their business and not the other way round…and adding to that the fact that we are building lots of features in the platform that will blow your socks off.
Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?
I’m a dyed in the wool Gooner (aka Arsenal Football Club fan) thanks to my Grandfather leading me down the right path as a child. If you are still reading this after that bombshell, then food-wise I pretty much like everything apart from coriander which as far as I’m concerned is the Devils own spawn. I don’t really have a favorite band, but am partial to a bit of Level 42 and Kings of Leon and you will also find me listening to 90s drum and bass and proper old school hip hop. My favorite holiday destination is any decent villa that I can relax in and spend time with my family and I went to Paris recently and loved that. Guilty pleasure – well that probably has to be confessing to liking Coldplay or the fact that my favorite sandwich is peanut butter, cheese and salad cream. Go on try it, you’ll love it.
Your welcome email is the first email that your customers are likely to receive from you. It typically has the highest engagement of any email you are likely to send, and it’s your opportunity to show off what you do and how great you are. It is also a way to thank your customers for buying from you and begin building a relationship with them; yet too many retailers miss this great opportunity. You only get one change to make a first impression.
Office, Sweaty Betty and Hotel Chocolat didn’t send a welcome email at all after signing up. There was no thank you, no offer, and no attempts to capture extra data. This is a lost opportunity for these three companies.
Charles Tyrwhitt, Reebok and Urban Outfitters did send an email after signing up. But their subject lines and content don’t come across like a welcome email and can be easily missed for instance, “15% off your Reebok gear”, “Start Urban Outfitting”, “Hurry, your £10 offer is waiting!” However, their emails are on brand and offer an incentive to take action.
Reebok’s welcome email
If UO replaced its hero image with an animated GIF they would probably see an increase in engagement with their emails.
Urban Outfitters’ email has a nice graphic but a GIF would be more eye-catching
Diesel, Footlocker, Havaianas, Hugo Boss, and Uniqlo also send a timely email shortly after signing up. Yet their emails need a lot of work. They are text-heavy, aren’t on brand and are not particularly engaging. Diesel’s email copy is confusing and tries to get you to create an account.
Lack of branding let Diesel’s email down
All of these brands create a poor initial experience. Footlocker, Fossil and Hugo Boss’s emails are double opt-in emails. This is good for data quality, but it is at the expense of great customer experience. At least Fossil and Hugo Boss’s actual welcome emails are on-brand. But since signing up and confirming my subscription, Footlocker hasn’t sent me a single email.
The welcome email from Hugo Boss
Adidas, Allsaints, Cath Kidston, FootAsylum, Forever21, Jack Wills, Kuoni, Levi’s, Schuh all sent what in my opinion are good welcome emails. They had clear subject lines that welcomed or thanked the user. The copy and design of these emails are on brand and again welcomed the user to the company.
Levi’s welcome email is image-heavy and on brand
Some of the brands like Adidas and Forever 21 included a discount to encourage the customer to engage further, and followed best practice elements to create a positive customer experience.
Adidas offers an incentive in its welcome email
However, the outstanding winner of the welcome emails goes to FootAsylum.
The email has great use of microcopy throughout.
It contains a clear benefit statement of being a subscriber. The benefit statement also set the expectations of what you’re likely to receive.
They use a great Call to Action “Stop Reading. Start Shopping!”
They are also the only company to use their welcome email to collect further data by having a very obvious preference centre within the body of the email.
Finally, the email is clearly on brand.
Foot Asylum wins the welcome email contest
Tips for welcome emails
Make sure you send it immediately after the customer signs up.
Keep the subject line clear and obvious that it’s a welcome email.
Set expectations for what the customer will receive and how frequently.
Provide a benefit statement for signing up.
Use this email as an opportunity to find out more about your customers.
Use preheader text as a follow on from your subject line.
Provide a safe sender message to encourage customers to add your email to their safe senders.
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.
As an open source ecommerce platform, Magento is flexible and accessible for developers to work with and as a result, an active community of developers emerged on online forums and at offline meetups all over the world. Many of these were happily plugging away independently of Magento until the split from eBay in early 2015.
Free from the reins of eBay, Magento has decisively been reaching out to, promoting and rewarding the individuals, agencies and technology providers that make up its ecosystem. Last February they announced the Magento Masters Program, empowering the top platform advocates, frequent forum contributors and the innovative solution implementers. Then at April‘s Magento Imagine conference (the largest yet) the theme emerged as ‘We are Magento”, in celebration of the community.
The new Xcelerate Technology Partner Program focuses not on individuals but on business partnerships formed with the technology companies that offer tools for Magento merchants to implement.
Sharing ideas, opportunities and successes:
This is the Xcelerate Program tagline, which acts as a sort of mission statement to get the technology partners involved moving with regards to continuously considering Magento in their own technology roadmap and jointly communicating successes and learnings from working on implementations with merchants.
“In turn, the program offers members the tools to get moving, through events, resources and contacts. Our goal is to enable you to be an integral part of the Magento ecosystem” Jon Carmody, Head of Technology Partners
The program in practice:
The new program is accompanied by the new Marketplace from which the extensions can be purchased and downloaded. The program splits the extensions into 3 partnership levels:
Registered Partners – these are technology extensions that the new Magento Marketplace team test for code quality. Extensions must now pass this initial level to be eligible for the Marketplace. With each merchant having on average 15 extensions for their site, this is a win for merchants when it comes to extension trustworthiness.
Select Partners – extensions can enter this second tier if the technology falls into one of the strategic categories identified by Magento and if they pass an in-depth technical review. These will be marked as being ‘Select’ in the Marketplace.
Premier Partners – this level is by invitation only, chosen as providing crucial technology to Magento merchants (such as payments, marketing, tax software). The Magento team’s Extension Quality Program looks at coding structure, performance, scalability, security and compatibility but influence in the Community is also a consideration. dotmailer is proud to be the first Premier Technology Partner in the marketing space for Magento.
All in all, the latest move from Magento in illuminating its ecosystem should be positive for all; the merchants who can now choose from a vetted list of extensions and know when to expect tight integration, the technology partners building extensions now with clearer merchant needs/extension gaps in mind and guidance from Magento, and of course the solution implementers recommending the best extension for the merchant now knowing it will be maintained.
While the program is recently revamped, dotmailer has enjoyed a 17-year history of working side-by-side with partners like Magento, Salesforce and Microsoft Dynamics. We value these relationships as an opportunity to help deliver the best marketing strategies that lead to more business for you and your clients. Our new partnership program extends these relationships with the right tools, resources and benefits to help you build, run and grow a profitable agency, marketing or technology reseller business.
Here are the top five questions about the partner program answered:
Who is the partner program for?
Our partner program delivers two types of certification for two distinct types of audiences:
Partners: For example, a marketing agency that serves both B2B and B2C clients that integrates, develops, and executes email and marketing campaigns on behalf of their clients. Partners will work closely with dotmailer to sell and grow their client base with a tool that directly impacts client retention.
Referrers: For example, a shop that wants to refer leads directly to the dotmailer team. A referrer doesn’t handle the sale or management of the account, but still collects commission when a referral signs up for dotmailer.
What are the benefits of becoming a dotmailer partner?
dotmailer is a fast, powerful, and easy-to-use marketing automation platform with email at its core. Our world-class integrations make dotmailer extensible, and suitable for both B2C and B2B marketers alike. Here’s what some of our current partners have to say:
“We have found that dotmailer offers a strong solution. Not only do they cater to retail brands, but they also have a distinct B2B focus, which aligns with the more than 60% of our clients that have a B2B component as part of their ecommerce channels. Leveraging the dotmailer solution makes these conversations more relevant when discussing their marketing needs. As Magento’s Premier email marketing automation provider, they have invested heavily in both the technology and the sales enablement tools we need to win over customers.” – Caleb Bryant, Strategic Alliances Manager at Gorilla Group
“dotmailer enhances and extends our opportunity to bring customers a solution that provides highly personalized, automated and measureable email interactions to their customers to further nurture leads and customer engagement.” “An additional benefit of dotmailer is the pricing flexibility and geographical reach.” – Motti Danino, VP of Operations, Oro Inc.
How much does it cost?
The dotmailer partner program is free to join and benefits are offered in three tiers: Bronze, Silver and Gold. The benefits include commission, guest blogging, partner case studies, co-hosted webinars, event sponsorship and more. Our main aim is help partners become more successful and rise through the ranks as they become more affluent in offering the dotmailer platform and services.
What’s coming next?
dotmailer is committed to ensuring our agency partners have the tools at their disposal to continue them to grow service retainers and effectively sell a best-of-breed email marketing automation platform. Our philosophy has always been to innovate and we still run in bi-weekly development cycles with quarterly releases. We are constantly innovating on both the platform and our integrations, meaning the partner program will continue to evolve as does the dotmailer feature set.
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
It’s hard to imagine a world without local search. Columnist Lydia Jorden delves into four different industries that must optimize for local search, paired with a specific strategy to help optimize for streamlined customer searches. Does your local search strategy encompass these techniques?
Please visit Search Engine Land for the full article.
Every two years, Moz surveys the brightest minds in SEO and search marketing with a comprehensive set of questions meant to gauge the current workings of Google’s search algorithm. This year’s panel of experts possesses a truly unique set of knowledge and perspectives. We’re thankful on behalf of the entire community for their contribution.
In addition to asking the participants about what does and doesn’t work in Google’s ranking algorithm today, one of the most illuminating group of questions asks the panel to predict the future of search – how the features of Google’s algorithm are expected to change over the next 12 months.
Amazingly, almost all of the factors that are expected to increase in influence revolved around user experience, including:
The experts predicted that more traditional ranking signals, such as those around links and URL structures, would largely remain the same, while the more manipulative aspects of SEO, like paid links and anchor text (which is subject to manipulation), would largely decrease in influence.
The survey also asks respondents to weight the importance of various factors within Google’s current ranking algorithm (on a scale of 1-10). Understanding these areas of importance helps to inform webmasters and marketers where to invest time and energy in working to improve the search presence of their websites.
On-page keyword features
These features describe use of the keyword term/phrase in particular parts of the HTML code on the page (title element, H1s, alt attributes, etc).
Highest influence: Keyword present in title element, 8.34 Lowest influence: Keyword present in specific HTML elements (bold/italic/li/a/etc), 4.16
Titles are still very powerful. Overall, it’s about focus and matching query syntax. If your post is about airplane propellers but you go on a three paragraph rant about gorillas, you’re going to have a problem ranking for airplane propellers.
Keyword usage is vital to making the cut, but we don’t always see it correlate with ranking, because we’re only looking at what already made the cut. The page has to be relevant to appear for a query, IMO, but when it comes to how high the page ranks once it’s relevant, I think keywords have less impact than they once did. So, it’s a necessary but not sufficient condition to ranking.
In my experience, most of problems with organic visibility are related to on-page factors. When I look for an opportunity, I try to check for 2 strong things: presence of keyword in the title and in the main content. Having both can speed up your visibility, especially on long-tail queries.
It’s very easy to link keyword-rich domains with their success in Google’s results for the given keyword. I’m always mindful about other signals that align with domain name which may have contributed to its success. These includes inbound links, mentions, and local citations.
These features describe link metrics for the individual ranking page (such as number of links, PageRank, etc).
Highest influence: Raw quantity of links from high-authority sites, 7.78 Lowest influence: Sentiment of the external links pointing to the page, 3.85
High-quality links still rule rankings. The way a brand can earn links has become more important over the years, whereas link schemes can hurt a site more than ever before. There is a lot of FUD slinging in this respect!
Similar to my thoughts on content, I suspect link-based metrics are going to be used increasingly with a focus on verisimilitude (whether content is actually true or not) and relationships between nodes in Knowledge Graph. Google’s recent issues with things, such as the snippet results for “evolution,” highlight the importance of them only pulling things that are factually correct for featured parts of a SERP. Thus, just counting traditional link metrics won’t cut it anymore.
These features describe elements that indicate qualities of branding and brand metrics.
Highest influence: Search volume for the brand/domain, 6.54 Lowest influence: Popularity of business’s official social media profiles, 3.99
This is clearly on deck to change very soon with the reintegration of Twitter into Google’s Real-Time Results. It will be interesting to see how this affects the “Breaking News” box and trending topics. Social influencers, quality and quantity of followers, RTs, and favorites will all be a factor. And what’s this?! Hashtags will be important again?! Have mercy!
It’s already noticeable; brands are more prominently displayed in search results for both informational and commercial queries. I’m expecting Google will be paying more attention to brand-related metrics from now on (and certainly more initiatives to encourage site owners to optimize for better entity detection).
These features relate to third-party metrics from social media sources (Facebook, Twitter, Google+, etc) for the ranking page.
Highest influence: Engagement with content/URL on social networks, 3.87 Lowest influence: Upvotes for the page on social sites, 2.7
Social ranking factors are important in a revamped Query Deserves Freshness algorithm. Essentially, if your content gets a lot of natural tweets, shares, and likes, it will rank prominently for a short period of time, until larger and more authoritative sites catch up.
Social popularity has several factors to consider: (1) Years ago, Google and Bing said they take into account the authority of a social profile sharing a link and the popularity of the link being shared (retweets/reshares), and there was more complexity to social signals that was never revealed even back then. (2) My experience has been that social links and shares have more power for newsy/fresh-type content. For example, a lot of social shares for a dentist’s office website wouldn’t be nearly as powerful (or relevant to consider) as a lot of social shares for an article on a site with a constant flow of fresh content.
Honestly, I do not think that the so-called “social signals” have any direct influence on the Google Algorithm (that does not mean that a correlation doesn’t exist, though). My only doubt is related to Twitter, because of the renewed contract between Google and Twitter itself. That said, as of now I do not consider Twitter to offer any ranking signals, except for very specific niches related to news and “news-able” content, where QDF plays a fundamental role.
These elements describe non-keyword-usage, non-link-metrics features of individual pages (such as length of the page, load speed, etc).
Highest influence: Uniqueness of the content on the page, 7.85 Lowest influence: Page contains Open Graph data and/or Twitter cards, 3.64
By branching mobile search off of Google’s core ranking algorithm, having a “mobile-friendly” website is probably now less important for desktop search rankings. Our clients are seeing an ever-increasing percentage of organic search traffic coming from mobile devices, though (particularly in retail), so this is certainly not an excuse to ignore responsive design – the opposite, in fact. Click-through rate from the SERPs has been an important ranking signal for a long time and continues to be, flagging irrelevant or poor-quality search listings.
I believe many of these will be measured within the ecosystem, rather than absolutely. For example, the effect of bounce rate (or rather, bounce speed) on a site will be relative to the bounce speeds on other pages in similar positions for similar terms.
I want to answer these a certain way because, while I have been told by Google what matters to them, what I see in the SERPs does not back up what Google claims they want. There are a lot of sites out there with horrible UX that rank in the top three. While I believe it’s really important for conversion and to bring customers back, I don’t feel as though Google is all that concerned, based on the sites that rank highly. Additionally, Google practically screams “unique content,” yet sites that more or less steal and republish content from other sites are still ranking highly. What I think should matter to Google doesn’t seem to matter to them, based on the results they give me.
These features describe link metrics about the domain hosting the page.
Highest influence: Quantity of unique linking domains to the domain, 7.45 Lowest influence: Sentiment of the external links pointing to the site, 3.91
Quantity and quality of unique linking domains at the domain level is still among the most significant factors in determining how a domain will perform as a whole in the organic search results, and is among the best SEO “spot checks” for determining if a site will be successful relative to other competitor sites with similar content and selling points.
Throughout this survey, when I say “no direct influence,” this is interchangeable with “no direct positive influence.” For example, I’ve marked exact match domain as low numbers, while their actual influence may be higher – though negatively.
Topical relevancy has, in my opinion, gained much ground as a relevant ranking factor. Although I find it most at play when at page level, I am seeing significant shifts at overall domain relevancy, by long-tail growth or by topically-relevant domains linking to sites. One way I judge such movements is the growth of the long-tail relevant to the subject or ranking, when neither anchor text (exact match or synonyms) nor exact phrase is used in a site’s content, yet it still ranks very highly for long-tail and mid-tail synonyms.
These features relate to the entire root domain, but don’t directly describe link- or keyword-based elements. Instead, they relate to things like the length of the domain name in characters.
Highest influence: Uniqueness of content across the whole site, 7.52 Lowest influence: Length of time until domain name expires, 2.45
Character length of domain name is another correlative yet not causative factor, in my opinion. They don’t need to rule these out – it just so happens that longer domain names get clicked on, so they get ruled out quickly.
A few points: Google’s document inception date patents describe how Google might handle freshness and maturity of content for a query. The “trust signal” pages sound like a site quality metric that Google might use to score a page on the basis of site quality. Some white papers from Microsoft on web spam signals identified multiple hyphens in subdomains as evidence of web spam. The length of time until the domain expires was cited as a potential signal in Google’s patent on information retrieval through historic data, and was refuted by Matt Cutts after domain sellers started trying to use that information to sell domain extensions to “help the SEO” of a site.
I think that page speed only becomes a factor when it is significantly slow. I think that having error pages on the site doesn’t matter, unless there are so many that it greatly impacts Google’s ability to crawl.
Mobile will continue to increase, with directly-related factors increasing as well. Structured data will increase, along with more data partners and user segmentation/personalization of SERPs to match query intent, localization, and device-specific need states.
I really think that over the next 12-18 months we are going to see a larger impact of structured data in the SERPs. In fact, we are already seeing this. Google has teams that focus on artificial intelligence and machine learning. They are studying “relationships of interest” and, at the heart of what they are doing, are still looking to provide the most relevant result in the quickest fashion. Things like schema that help “educate” the search engines as to a given topic or entity are only going to become more important as a result.
Finally, we leave you with this infographic created by Kevin Engle which shows the relative weighting of broad areas of Google’s algorithm, according to the experts.
What’s your opinion on the future of search and SEO? Let us know in the comments below.
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