Poll Results: Email Marketing ROI

By Vlad andrianov, ADMA


The ADMA Email Expert Group has just reviewed the results of its poll that went out to 16 leading Australian companies. The poll’s results shed some light on current industry trends, as group members suggest. Continue reading


Australian Email Marketers’ Inbox Placement Declines

By Theo Noel, Regional Director Australia/NZL, Return Path

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Return Path, the email intelligence provider, has announced the findings of its quarterly Email Intelligence Report, saying marketers account for a startling 70% of “this is spam” complaints and 60% of all spam traps hits. Continue reading

How to Build an Audience Through Email Marketing

By Teresa Becker, Strategic Field Marketing Manager, ExactTarget Australia

Email MarketingIn today’s day and age of mass communications and channels screaming for attention from every direction, it can be harder than ever to build a truly engaged audience that interacts with your communications. In a recent research report by Forrester Research, Shar VanBoskirk and Emily Riley claim that interactive marketing now accounts for 15 per cent of all advertising spend. Not only that, but they claim, “by 2014, 65 per cent of the world’s population will be mobile subscribers.” So how does your company get its fair share of attention and create a truly engaged audience? I can assure you it doesn’t start by buying a list or marketing to individuals without their consent.

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Are your Emails Getting Through?


Imagine a world in which our clients waited eagerly for the next email from us, anxiously glancing at their in-boxes in case they missed it. Well it’s not going to happen anytime soon, and more than likely it’s the opposite. Customers, as we know, scan their in-boxes quickly looking for nuggets in amongst the junk and if we fail to impress that’s what our efforts will be classified as – Junk.

But the problem starts even before that point, because according to Return Path, only 76% of commercial emails actually get delivered to the in-box in the first place. Just to give a sense of the scale of SPAM, Yahoo is blocking 25,000 spam messages per second Continue reading

Latest Benchmark: 1 in 5 Legitimate Emails Never Reach Australian Inboxes

By Theo Noel, Regional Director Australia/NZL, Return Path

Return Path recently announced the findings from its bi-annual Global Email Deliverability Benchmark Report, 2H 2011, which analyses over 1.1 million email marketing campaigns. For the first time in the history of this report, we witnessed a sharp decline in worldwide inbox placement rates (IPR) for the second half of 2011, with only 76.5% of legitimate email reaching consumer inboxes globally.

For Australia, the study reveals that inbox placement rates for commercial email remain at just 81% on average, with 2% going to spam folders and 17% quite simply going missing – meaning 1 in 5 legitimate marketing emails aren’t reaching Australian inboxes.

The findings from our benchmark report show the effects of a perfect storm: clients are having difficulty in getting their emails delivered, ISPs are tightening requirements on reputation metrics and the number of companies using email to market continues to increase.

Key Industry Findings Continue reading

Interview: Top Tips for a Successful Email Strategy

By Eric Prugh, Director of Solutions Consulting APAC, ExactTarget

Eric quotes one of his key strengths as “breaking down technology into digestible, meaningful tools.”

In this interview, Eric discusses his top tips for a successful email campaign and his had five simple rules for marketers to develop a successful email strategy:

  1. Establish at least five measurable goals and KPI’s for your email program. What makes it successful? How will you know it worked? How will you know your customers are engaged? (And those KPI’s should go beyond open and click-through rate).
  2. Keep it brief and link to more information where applicable. Always include concise, clear calls to action centred around what you want your subscriber to do when they receive the email.
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