To help Australian retail marketers obtain a better understanding of how their programs compare with their compatriots and with the top online retailers in the United States, Silverpop evaluated the programs of companies in both countries. The study found that in some areas, U.S. retailers are more likely to follow email marketing best practices, but in other important aspects, Australian retailers are delivering greater value to email recipients.
The study evaluated the following items:
- Whether a company offered an email program
- Location of opt-in
- Choices offered to registrants
- Number of emails received during a 30-day period
- Percent of emails offering sales or discount incentives
- Incorporation of video
- Unsubscribe links leading to preference centers
