Australian consumers are uniquely receptive to text marketing. A recent study revealed that 87 per cent of Australians express interest in receiving text messages from brands, and with an impressive 98 per cent open rate for text messages, it’s no surprise that text has become a trusted communication channel that many Aussie retailers are now leveraging.

This doesn’t mean, though, that all text programs are created equally. The winning retailers have built text strategies that drive incremental revenue for their company without cannibalising their email efforts. 

For brands to drive incrementality through text, they need to ground their strategies in highly effective identification. Retailers need to be able to recognise their email subscribers on site in order to drive text opt-ins without cannibalising email performance. The best way for them to do this is to work with a channel-agnostic partner that doesn’t favour text over email, but rather works with brands to determine which channel mix will be the best for their specific business needs.

Enter Wunderkind Text: now available in Australia

Wunderkind has just announced the expansion of its industry-leading text messaging product to Australia. Previously available only in the US, UK, and Canada, this move marks a significant step in broadening the company’s global footprint and empowering brands to reach their audiences in one of the most promising markets for personalised, one-to-one messaging.

Wunderkind collects consent-based, first-party data and identifies anonymous traffic for brands in order to scale hyper-personalised one-to-one messages. Brands lean on the Wunderkind Identity Network, a proprietary database recognising 9 billion devices and 1 billion consumers and observing 2 trillion digital transactions per year, to trigger the most impactful offers to their target audience at the right moment and in the right channel. 

This proprietary data is accessed by Wunderkind’s Autonomous Marketing Platform, an AI engine which integrates seamlessly into a brands’ existing ESP and applies adaptive learning and decisioning to boost performance across email, text and advertising channels. 

Whether it’s cart abandonment, browse abandonment, or other key touchpoints, Wunderkind Identity ensures that every interaction is tailored to the individual. This not only enhances engagement but also drives significant revenue growth. Unlike cookie-reliant solutions, Wunderkind’s advanced identity network ensures compliance while delivering unparalleled results.

How identification scales text performance

One struggle that retailers often face is the ability to sustain and grow an active CRM list. With proper onsite identification technology in place, it’s easy. Look for identification technology that goes beyond cookies to help you recognise your customers and new prospects during their visit. Once in place, you can then automate onsite experiences to capture both emails and phone numbers.

To have a truly effective opt-in strategy, you shouldn’t just be focusing on text but rather on all your owned channels. But growing both lists doesn’t mean text and email should be run by separate point solutions. You can’t have strong capture rates across channels while maintaining a good user experience if different vendors are running separate campaigns.

In fact, marketers can make a big mistake by having their text vendors manage email capture. Most won’t validate if emails are already on your list and they won’t recognise users who are already subscribed either. This creates an annoying experience, especially when offering discounts to your current customers. You need one partner across channels who can recognise your email subscribers and deploy a series of experiences that talk to each other. It should be about maximising revenue per unique user in a premium, non-disruptive way.

The benefits of Wunderkind Text in Australia

1. Enhanced revenue and engagement: Wunderkind Text is designed to be a top-performing digital revenue channel. Leveraging Wunderkind Identity to scale one-to-one messages not only boosts performance but also enhances customer engagement and loyalty. Wunderkind’s innovative identity technology ensures that every message is highly personalised, leading to better results.
2. Cross-channel harmony: Seamless integration between email and text ensures a cohesive communication strategy. Brands can manage both channels in harmony, optimising frequency and content cadence to avoid overlap and deliver maximum impact.
3. Scalable and compliant list growth: Building a high-quality subscriber list is critical for success. Wunderkind offers a best-in-class list growth solution that typically outperforms competitors by 2-3x. Additionally, Wunderkind’s opt-in strategies, including double opt-in options, meet rigorous compliance standards such as APP, GDPR and CCPA, ensuring both trust and scalability.
4. Optimised costs across channels: Text messaging is a premium channel compared to email, but Wunderkind maximises returns by focusing on the right audiences for each platform. This strategy drives revenue efficiently, reducing costs while scaling results.

To learn more about unlocking your owned channel revenue with Wunderkind, check out its performance marketing solutions overview, or get in touch.