Marketing

Differences between Australian and UK email marketing


The internet has allowed us to be free. We can post what we want, where we want (within reason), and we can shop where we want. The internet has allowed us to buy products from whatever country we choose. So if you’re based in the UK, and you fancy doing your email marketing through an Australian company – there’s nothing stopping you (beside the time difference of course).

Here we’ll look at the main differences between Australian and UK email marketing.

Types of marketing

A recent study by eConsultancy has found that 96% of Australian marketers use content marketing as part of their overall strategy. This is higher than figures seen in the UK and the USA. In the US only 91% of marketers use content marketing, and in the UK 95% use content marketing.

Australian marketers have embraced the notion that by creating great content for consumers it will encourage them to engage with the brand.

The study found that 73% of companies were using content marketing to increase brand awareness. 71% used it to increase engagement and 68% of companies used it to drive customer retention and loyalty. Surprisingly only 48% of Australian marketing companies used content marketing to drive people back to their website. The US and UK both chose driving traffic back to their site as the main reason for content marketing.

However, one form of content isn’t that popular. Webinars are not as successful in Australia. Both American and British marketers rated these types of marketing as over 60% effective, but only 47% of Australians thought the same. Social media, articles on the website, and e-newsletters were the most popular forms of content marketing in Australia.

Spam laws

Australian spam laws are very similar to both the US and UK laws. Of course, there are differences, which you should check your self before sending any email marketing campaigns.

Here are the main points of the Australian law:

-  The Spam Act 2003 prohibits the sending of unsolicited commercial electronic messages, even if the message was not sent from within Australia.

-  The message must be sent with the recipients consent. The consent must be given through a newsletter sign up for example, or can be taken from an existing business relationship.

-  The message must clearly identify the person or organisation that is sending the message.

-  The message must contain a functional ‘unsubscribe’ link. These must be honoured within 5 days.

The penalties for breaking the Act are much more severe in Australia – If a person or organisation is found to be breaking the Act, they can be charged up to $1.1million PER DAY.

Lists can be purchased in Australia. However, once the list has been sold, it is your responsibility to check where the details originated. You must get written proof from the list provider of how they obtained the information and under what terms and conditions.

This is very similar to UK law. In the UK you can acquire a bought list, and send to it immediately. As with the Australian law, you must have the recipients permission, declare the purpose of the mails and include an unsubscribe link.

Sending habits

Overall Australian sending habits are very similar to that of the UK and the US.

The Australian Email Marketing Benchmark Report 2013 found that every weekday had the same open and click through rates. However, the overall click through rate in Australia was 4.24%, whereas in the UK the average CTR is only 2.95%.

The Benchmark Report found that personalised, segmented and mobile ready emails worked very well. They also included a P.S. at the bottom of the email to catch reader’s eyes.

Challenges

When it comes to challenges facing Australian and UK email marketing companies, both seem to be struggling with the same areas:

-  53% of Australian marketers found that producing engaging content was their biggest challenging, and 56% of UK marketers found the same.

-  36% of Australian marketers struggled to measure the effectiveness of the content, compared to 60% of UK marketers.

-  26% of Australian marketers found a lack of marketing vision to be a challenge, compared to 40% of UK marketers.

Conclusion

Overall, Australian and UK email marketing habits and techniques are very similar. Both are using modern email marketing techniques, such as segmentation, and the use of the P.S.

But generally it seems Australia is winning the content marketing war. Content marketing is on the radar in Australia, and it seems the UK and the US need to catch up – as the figures show Australian companies are using content marketing for the customers benefit rather than the company’s.

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