The Big Australian Report signals a significant rise in the volume of marketing messages sent to Australian consumers. For example, Australian companies sent three times as many mobile messages, ten times as many social messages and one third more emails last financial year in comparison to the previous financial year. Despite increased use of mobile and social channels, email marketing remains the central and most used channel, and the highest volume by a considerable margin. Of the marketers surveyed, not surprisingly 100% are sending emails to customers and members.
Also noteworthy is the massive increase in the number of companies using data to understand and segment their customers, ensuring that marketing messages are increasingly targeted and relevant to their audience.
Other key findings include:
- More than three quarters (77%) of large Australian companies are using social networks for lifecycle marketing activities, with 63% “significantly increasing” focus on social, primarily with Facebook and Twitter.
- Nearly one in three (30%) companies is sending mobile messages to customers, primarily alerts such as reminders and confirmations. There was also a 300% increase in number of emails opened on mobile devices.
- For the first time, the majority (62%) of Australian companies are tailoring their campaigns and messages according to preferences or behavior of their customers.
- As companies better understand their customers, they have moved from broadcast to targeted campaigns meaning that emails are sent to fewer people for whom the message is relevant. For example, the number of campaigns increased 115% while number of emails rose only 33%.
- 42% of direct marketing campaigns include a social element.
Responsys Asia Pac Vice President, Simon O’Day, believes the past financial year was a watershed for Australian companies in terms of digital direct marketing.
“As Australian companies face the threat of online sales from overseas, they have woken up to the tactics used by these competitors and sought to implement them here,” Mr. O’Day said. “As a result, capturing and using data to understand the customer has become a priority for most marketing departments. It’s no longer enough to send the same message to all your customers and see if any of them actually care or respond, while other companies are creating genuine relationships through a cross channel approach.”
Mr. O’Day added, “Social media has also evolved from experimental to a genuine marketing channel that’s targeted and measurable. This coming year we expect a growing shift from email to cross channel campaigns that leverage mobile, social and the web. And, segmentation and targeting will continue to be critical to achieving dramatic increases in ROI.”
The study undertaken by Responsys analyzed more than one billion emails, mobile and social messages sent by large Australian companies between July 1, 2010 and June 30, 2011, as well as results from a survey of 350 enterprise marketers in Australia.
Obtain a copy of the complimentary 2011 Responsys Big Australian Report.