Love your customers like every day were Valentine’s Day

Love is in the air, and so is the desire to shop. The National Retail Federation says American consumers will spend a near-record $19.6 billion on Valentine’s Day. So, just like the Romeos trying to find their Juliets (or Romeos, for that matter), you’ve got to win over your customers’ hearts. And how do you do that in?

The answer is personalization.

Personalization starts with data. Even when you match with someone on Tinder or Bumble, you’ve specifically matched with them because of data. Data helps to ensure the compatibility of matches, as it does your offering with customers.  

Once
you’ve connected your data across your business systems, you can start
unlocking your customers’ interests, behaviors, and preferences. Just like on a
first date, you want to absorb all the important information that will enhance
future experiences and make customers favor your brand over the competition.
You don’t want one date with customers, you want a lifelong relationship with
them!

Use your insight to power meaningful engagements, memorable moments that will stick with customers for the long run. After you’ve engaged your customers, it’s time to convert them. You, like Romeo, want commitment. You want to be exclusive. Because no one else – not even your fiercest competitor – can offer what you can, right? 

The work doesn’t stop there. Just like a spouse, a customer who has purchased with you needs to be nurtured and cared for. That’s how you turn one-off purchasers into repeat customers. Treat them (and their loyalty) with the love they deserve.

Let’s take a closer look at the stages involved in building customer love.

1. Connect

First and foremost, you’ve got to link up with your customers. That means gathering all of your important data in one place. If you’re an ecommerce marketer, your focus should be on consolidating contact data, website behavior, order history, and anything else that will empower your messages.

The bottom line is that you want to acquire more customers faster and retain existing ones at scale. Just like the dating scene, if you want to win the person over you’ve got to build up a complete picture of them – interests, preferences, behaviors and all.

2. Insight

Making an effort to get to know your audience doesn’t have to be hard. With the right tech stack, it can be a breeze. Once you’ve harvested your data, use tools to dissect and make sense of it. For instance, let’s say someone’s opened your email, liked the look of the products you’re promoting, and clicked through to browse your website. After several minutes they close the browser without making a purchase. That’s when your data becomes insight: they’ve opened, clicked, and browsed – but they haven’t ordered anything. “Was it something we said?”

So, unlock engagement with the power of context. In this case you should pool high-intent contacts together and trigger a timely email (like an abandoned browse campaign) to reestablish the path to purchase; like dating someone you really like, life can get in the way sometimes. It should never be too late to pick up from where you left off.

3. Empower

Now that you know who your customers are, use the tech at your disposal to organize your audience and customize your content. Data-driven tools empower your marketing team to deliver the right message to the right person, at the right time.

Segmentation is key to making your messages more relevant. According to an eMarketer report, 71% of marketers filter customers by demographic information such as location, age, and gender; while 62% segment on preferences and behavior, like order and web history.

These tactics can translate into meaningful engagement that drives a serious uplift for your business. What’s more, once you’ve identified your high-intent from your low- and your loyal customers from your one-off purchasers, you can use automation to enroll contacts onto the correct programs. This maximizes engagement as the messages they receive – which are crafted for a specific audience – should mean something to them.

4. Engage

Shower your customers with delightful experiences. This is where personalization happens; you’ve got a handle on your data, built up an idea of who your customers are, and you’ve determined who you’re sending what content to. The relevancy of your messages can spark the desired engagement – it might be to prompt a customer to refer a friend or redeem a voucher, leave a product review, or place another online order.

Imagine you’ve just downloaded Match.com and started swiping away to your dear heart’s content. After about 20 minutes of mind-numbing swipes (we’ve all been there), your matches start pouring in – or in my experience, trickling.

There are two options:

  1. Curate an unimaginative message like “Hey, how are you?”, or;
  2. Customize the greeting of each match based on what you can gather from their profile.

If they love travelling, ask them where their favorite destination is. If they’re a dog person, say that you LOVE dogs and, to break the ice, send a GIF of a Rottweiler gulping down yogurt. Creating a hook increases your chances of getting a reply; who knows, that GIF could spark the beginning of something beautiful (or culminate in a boozy and embarrassing first date).

5. Communicate

In 2019 it’s no good sending a blanket email. What if customers prefer SMS? Maybe they only like to communicate via push notifications (did you know that the worldwide opt-in rate is 67.5%?). Brands that dominate their customers’ channel preferences will have a competitive edge. Think about all the communications consumers get in a day; you need to make contact on the right channel, or else your message will never reach its intended recipient. The same goes for finding ‘the one’; what if the person you’re meant to be with is on Tinder, not Chappy, or on Bumble, not PlentyOfFish?

6. Convert

You know when you know, right? After a period of dating – perhaps it’s 7 dates, maybe it’s 10 – there’ll come a point, a specific moment in time, when you have the ‘talk’. “Oh, had the talk yet?”, your friend might ask. “No, but I think it’s coming; we seem to really like each other and I want to be exclusive.” Similarly, once a prospect starts engaging or interacting with your messages, they’ll start building up a level of intent which will potentially end in conversion.

You’ve got to make sure that you’re there, ready and waiting, once they’ve reached this level of commitment – perhaps with a perfectly targeted Google ad? Obviously customers – unlike romantic partners in a relationship (you would hope!) – won’t shop with you exclusively. But that’s not to say they won’t shop with you again and again. That’s where the romanticism of conversion comes in; it’s the beginning of a lifelong relationship between your brand and your customers.

7. Retain

Cultivate your relationships for the most profitable return on investment. Remember, generating a new customer can be up to five times more expensive that retaining an existing one. So, focusing your efforts on customer retention can mean more bang for your buck.

Let’s revert back to the Valentine’s analogy: While going all-out on February 14th is a must, it’s even more important for your partner to go the extra mile the whole year round. Customers, in a similar manner, will become more loyal if you build the love over the long term. Unfortunately, a yearly money-off voucher on their birthday won’t cut it for customers; you’ll have to nurture them continuously with consistent, data-driven messaging.

Do you have a loyalty program? What’s your VIP criteria? Is it based on average order value or the frequency of purchases? Whatever you decide, know this: customers are humans who want attention.

So go on, share the love!

Join us at dotdigital HQ on Wednesday 13th February for an evening of digital speed-dating!

Attendees will have quick-fire meetings with ecommerce experts to discuss all things ecommerce: improving conversion, customer experience, marketing, personalization, and order management.

Sign up for your place here before spaces run out!

The post Love your customers like every day were Valentine’s Day appeared first on dotdigital blog.

Reblogged 2 months ago from blog.dotdigital.com

Why we’re dreaming of Shoptalk

In 2016, Shoptalk launched their first annual event which drew in a group of more than 3,100 attendees, including over 1,000 C-level executives, almost 400 CEOs and in excess of 100 investors. Over 300 speakers presented at the 2016 conference, ranging from Uri Minkoff, CEO of Rebecca Minkoff, Steve Lowy, CEO of Westfield, to Tim Kendall, President of Pinterest (they even got their own caricatures).

The first annual conference gained media attention from CNBC, Forbes and Fortune, to name a few, with event coverage from the Associated Press, Business Insider, BuzzFeed News and many more. Shoptalk 2016 was recognized as a much-needed change agent in the conference world, with answers to some of your most brand’s most burning questions. Consumers today are connected on a global scale, and with unfettered access to technology and the internet, they have become the most powerful consumers we’ve seen yet. Because of this change in consumer, businesses must fundamentally transform their strategies and business models to fit their newly empowered customer. Shoptalk is the conference of the future, and the conference we need right now.

 

 

Shoptalk 2017 promises to keep their bar raised high this year – and most likely raise it even higher. The second annual conference has stepped up its game with over 5,000 attendees, 2,000 companies, 500 CEOs and 300 speakers expected to participate and cover the rapid evolution of how consumers discover, shop and buy—from new technologies and business models to changes in consumer preferences and expectations. With attendees like Manish Chandra, Founder & CEO of Poshmark, Brian Cornell, Chairman & CEO of Target and Adi Tatarko, CEP & Co-Founder of Houzz, we can’t help but have this year’s event on our minds. Not to mention all the awesome events on the agenda! This year’s Shoptalk is going to be a great one.

If you’re lucky enough to have scored a seat, be sure to say hello to the dotmailer team at our booth #1528 and book a meeting with our amazing team.

The post Why we’re dreaming of Shoptalk appeared first on The Email Marketing Blog.

Reblogged 2 years ago from blog.dotmailer.com

We’re Black Friday ready. Are you?

With retailers expecting to deliver 30% of their annual sales and 40% of their profits in the fourth quarter, we know how important your emails are in generating that demand.  We wanted to give you an insight into the data and top tips in making sure you make the most out of these key days.

So what have we improved since last year?

  1. We partnered with one of the leaders in cloud computing, Microsoft Azure, and moved our entire infrastructure to utilise the public cloud. We now have all the compute we could ever need at our fingertips (both in EU and US) to make sure we perform when you need us the most.
  2. We have increased the bandwidth we use to send emails by 500%.
  3. We doubled the amount of servers we use to send email.
  4. We have re-written parts of the application that processes emails so it’s over 40% faster.
  5. We increased the amount of processing power our databases have by 50%.

What did last year look like?

Last year I wrote a similar Black Friday post and many of our customers commented on how useful it was to see the trend of email opens, clicks and emails being sent on the day. So this is how it went last year, in recap:

Email opens on Black Friday, 2015 vs 2014. We saw the morning opens grow much faster than Black Friday 2014. The peak was at 9am, where as previously it was 4pm GMT. It is likely that the same trend will continue and there will be many consumers ready to hunt down those Black Friday deals early doors.

Top tip: Make sure your subject line is catchy, create urgency and mention Black Friday or Cyber Monday to get their attention. If you haven’t already dipped your toe with emojis then now is the time to put them in! You can get a free copy of our Black Friday email marketing cheatsheet here for more tips.

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Email clicks Black Friday 2015. Like the opens, we can see good consumer engagement in the morning with 10am GMT being the peak.

Top tip: Bargain hunters will look to shop around, so make sure your email gets in the inbox early and that the calls to action are clear and irresistible.   The bargain hunters out there are starting early and will be shopping around to get the best deal on the day.  If you know they have clicked and not converted, use that engagement to re-target them in the evening using automated programs and segmentation.

Email sends on Black Friday, 2015 vs 2014. Again, we saw far more email sends in the morning, and over 10% of all the Black Friday emails went out between 8am and 9am GMT.

Email sends on Black Friday, 2015 vs 2014. Again, we saw far more email sends in the morning, and over 10% of all the Black Friday emails went out between 8am and 9am GMT.

Top tip: Make sure your campaigns are mobile-optimised. Most consumers will be reading while ‘data snacking’ on their mobile, whether that’s while they’re commuting, in the bathroom (yes, you know you do!) or at any spare moment in their day-to-day lives.

To sum up…

Remember, these are busy days with marketing professionals worldwide sending far more emails. This means that the receivers (Gmail, Hotmail, AOL, BT Internet etc) will also be receiving far more emails than ever before, and they will experience delays under the additional stress and load.

Make sure you get those emails through early to capitalise on the opportunity. You can also better your chances of conversion by ensuring that those offers are irresistible, by providing clear CTAs and by making sure your subject lines pop out!

The post We’re Black Friday ready. Are you? appeared first on The Email Marketing Blog.

Reblogged 2 years ago from blog.dotmailer.com

Stan Collymore’s new show is set to be a game changer (and we’re sponsors!)

The radio show is being broadcast on SiriusXM, a US radio station, and via the Call Collymore app – making it available globally. Stan’s new show is designed to challenge the format of traditional sports shows and give soccer fans a new way to engage with the game. Content will be available in real time and on demand, and will feature interviews with well-known sportspeople and personalities.

Stan will be taking his show on the road in the States and we’re thrilled to be hosting one of them from our NYC office. The other piece of exciting news is there are prizes to be won throughout the season, including dotmailer goodie bags and football jerseys of your choice.

There’s also the chance to score a fully-paid trip to the UK to watch a British football game; or, for those based outside of the States, an all-expenses-paid trip to watch a game at MSG (with Collymore himself!) All you need to do is tune in to the show each week to find out how you could win.

When it comes to football, dotmailer has never been known to watch from the sideline. In the UK we have a corporate box at our local football club – Crystal Palace F.C. – and the team even uses the dotmailer platform to stay in touch with fans. We also have our own dotmailer football club who meet up for a game every fortnight.

You can listen to the Call Collymore show on SiriusXM or by downloading the iOS or Android app.

The post Stan Collymore’s new show is set to be a game changer (and we’re sponsors!) appeared first on The Email Marketing Blog.

Reblogged 2 years ago from blog.dotmailer.com

Meet Dan Morris, Executive Vice President, North America

  1. Why did you decide to come to dotmailer?

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

      1. 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.

  1. 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.

  1. 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.

We had a spectacular reception this week to celebrate the opening of this office with customers, partners and the dotmailer leadership team in attendance. Please take a look at the photos from our event on Facebook.

Guests and the team at dotmailer's new NYC office warming party

Guests and the team at dotmailer’s new NYC office warming party

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

Want to find out more about the dotfamily? Check out our recent post about Darren Hockley, Global Head of Support.

Reblogged 2 years ago from blog.dotmailer.com

The Magento Xcelerate program: A positive sum game

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.

Reblogged 2 years ago from blog.dotmailer.com

Is Australia the land of opportunity for your retail brand?

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.[1]

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. [2]

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.

[1] Australian Passport 2015: Cross-Border Trading Report

[2] Australian Passport 2015: Cross-Border Trading Report

Reblogged 2 years ago from blog.dotmailer.com

dotmailer becomes EU-U.S. Privacy Shield certified

On 12 August we were accepted for the U.S. Department of Commerce’s voluntary privacy certification program. The news is a great milestone for dotmailer, because it recognizes the years of work we’ve put into protecting our customers’ data and privacy. For instance, just look at our comprehensive trust center and involvement in both the International Association of Privacy Professionals (IAPP) and Email Sender & Provider Coalition (ESPC).

To become certified our Chief Privacy Officer, James Koons, made the application to the U.S. Department of Commerce, who audited dotmailer’s privacy statement. (Interesting fact: James actually completed the application process while on vacation climbing Mt. Rainer in Washington state!)

By self-certifying and agreeing to the Privacy Shield Principles, it means that our commitment is enforceable under the Federal Trade Commission (FTC).

What does it mean for you (our customers)?

As we continue to expand globally, this certification is one more important privacy precedent. The aim of the EU-U.S. Privacy Shield, which was recently finalized, provides businesses with stronger protection for the exchange of transatlantic data. If you haven’t seen it already, you might be interested in reading about the recent email privacy war between Microsoft and the U.S. government.

As a certified company, it means we must provide you with adequate privacy protection – a requirement for the transfer of personal data outside of the European Union under the EU Data Protection Directive. Each year, we must self-certify to the U.S. Department of Commerce’s International Trade Administration (ITA), to ensure we adhere to the Privacy Shield Principles.

What does our Chief Privacy Officer think?

James Koons, who has 20 years’ experience in the information systems and security industry, explained why he’s pleased about the news: “I am delighted that dotmailer has been recognized as a good steward of data through the Privacy Shield Certification.

“As a company that has a culture of privacy and security as its core, I believe the certification simply highlights the great work we have already been doing.”

What happened to the Safe Harbour agreement?

The EU-U.S. Privacy Shield replaces the former Safe Harbour agreement for transatlantic data transfers.

Want to know more about what the Privacy Shield means?

You can check out the official Privacy Shield website here, which gives a more detailed overview of the program and requirements for participating organizations.

Reblogged 2 years ago from blog.dotmailer.com