Australian Companies Embrace Twitter, Facebook and SMS, But Email Still Rules

MELBOURNE, AUSTRALIA, Aug 22, 2011 (MARKETWIRE via COMTEX) –
Responsys, Inc.


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-0.41%



, the leading provider of email and
cross-channel marketing solutions, today announced the results of the
company’s second annual Big Australian Report, which is Australia’s
largest ever study into the digital marketing activities of
Australian corporates.

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 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 the 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
            behaviour 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 the 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 analysed more than one billion
emails, mobile and social messages sent by large Australian companies
between 1 July 2010 and 30 June 2011, as well as results from a
survey of 350 enterprise marketers in Australia.

To obtain a copy of the complimentary 2011 Responsys Big Australian
Report, please visit:

http://www.responsys.com/land/2011-big-australian-report_aus.php?cid=70150000000c2GwAAI

Responsys is holding a New School Marketing-In-Action Tour in Sydney
(20 September) and Melbourne (22 September). The complimentary
seminars are designed to demonstrate how marketers can capitalise on
the highest ROI and fastest growing interactive channels. For more
information and to register, please visit:

http://www.responsys.com/nsm-in-action/?cid=70150000000c2HVAAY

About Responsys
Responsys is the leading provider of email and
cross-channel marketing solutions that enable companies to engage in
relationship marketing across the interactive channels customers are
embracing today — email, mobile, social and the web. With Responsys
solutions, marketers can create, execute, and automate highly dynamic
campaigns and lifecycle marketing programs that are designed to grow
revenue, increase marketing efficiency, and strengthen customer
loyalty. Responsys’ New School Marketing vision, flexible on-demand
application suite, and customer success-focused services aim to
deliver high ROI, increased levels of automation and fast
time-to-value. Founded in 1998, Responsys is headquartered in San
Bruno, California and has offices throughout the world. Responsys
serves world-class brands such as: American Family Mutual Insurance
Company, Avis Europe, Continental Airlines, Deutsche Lufthansa,
Dollar Thrifty, Lands’ End, LEGO, LinkedIn, Newegg, Qantas, Southwest
Airlines, and UnitedHealthcare. For more information about Responsys,
visit responsys.com.

Additional Resources

https://www.facebook.com/Responsys


https://www.twitter.com/Responsys

        
        Contact:
        Simon O'Day
        Responsys
        +61 415 175 815
        Email Contact
        
        Laura Schierberl
        Responsys
        +1 415 990 0566
        Email Contact
        
        
        

SOURCE: Responsys

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Copyright 2011 Marketwire, Inc., All rights reserved.

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