How to sell to Heads of Marketing at E-commerce companies in Australia
Heads of Marketing in E-commerce companies in Australia are primarily measured on customer acquisition cost (CAC). They respond to outreach that demonstrates a clear understanding of their current marketing challenges, such as optimizing digital ad spend or improving conversion rates on their online store. Highlighting specific strategies that can reduce CAC or enhance return on ad spend will resonate with them.
Written and maintained by the SoloRiff team, who build outbound software and run outbound with it. The figures below are our own: we measured 578 e-commerce company domains over public DNS on 2026-09-03. Last updated 2026-09-03.
What actually hurts
- high customer acquisition costs
- ineffective ad spend
- low conversion rates
- poor customer retention
The playbook
- 01
Identify brands launching new products
Use platforms like Launchmetrics or Product Hunt to find e-commerce brands in Australia that have recently launched new products. These brands are often looking to ramp up their marketing efforts, making them more receptive to outreach. Create a list of at least ten brands to target.
- 02
Research their current marketing channels
Visit the identified brands' websites and social media pages to analyze their current marketing strategies. Take note of the channels they are using, such as Instagram ads or email campaigns, and identify any gaps or areas for improvement. This will help tailor your outreach.
- 03
Craft a message around CAC reduction
Draft a personalized email that specifically addresses how your insights or strategies can help reduce their customer acquisition costs. Mention any relevant trends in the e-commerce space, such as shifts towards organic traffic or influencer partnerships, to demonstrate your industry knowledge.
- 04
Follow up after key marketing events
Monitor industry events or webinars that the target brands participate in. Send a follow-up email a few days after the event, referencing something discussed and how it relates to their marketing challenges. This shows you are engaged and aware of their current priorities.
- 05
Request a call to discuss campaign optimization
In your outreach, suggest a brief call to discuss how to optimize their current campaigns based on your research. Be specific about the insights you've gathered and how they can lead to improved performance. Suggest a couple of time slots to make scheduling easier.
Can e-commerce companies even receive your mail?
We measured the DNS of 578 e-commerce companies, sampled evenly across company sizes, to see how many authenticate their own email. It matters in both directions: a domain that does not authenticate is a domain whose team is used to mail going missing — and if your own domain is in the gap, yours is the mail going missing.
Publishes a DMARC policy of quarantine or reject — the domain actually asks receivers to act on failures.
The gap is the finding: 19.6% of 1–10-person companies against 67.5% of the largest — 48 points apart. Small companies are where the unauthenticated domains are, and small companies are who most cold outreach is aimed at.
Where does your domain sit?
Same three lookups, run live against your domain. Nothing is stored and nothing is emailed to you.
How this was measured
Company domains were sampled within employee-count bands, then queried over public DNS for SPF (TXT at the apex), DMARC (TXT at _dmarc.) and MX. One domain per company, deduplicated. Anyone can reproduce any single row of this with dig.
DKIM is deliberately absent. A DKIM key lives under a selector that cannot be enumerated from outside the domain, so a company with flawless DKIM under a name we did not guess would be counted as having none. That would measure our guess list, not the industry.
Domains with no MX record are excluded rather than counted as failures — parked and redirect-only domains would otherwise drag every figure down and make the result an artefact of the sample.
Sampled within bands, so this describes the population of companies, not of employees: a 10-person company counts once, as does a 10,000-person one. Each band is at least 60 domains; bands below that are not published. Figures are percentages of the sample, not of the whole industry, and we publish no company names — only counts.
Measured 2026-09-03. Re-measured monthly.
The full census across every industry — sortable, with sample sizes, free to reuse under CC BY 4.0.
Subject lines that fit
- Improving your ad spend efficiency
- Strategies to lower your CAC
- Insights for boosting conversions
Questions
- Why do heads of marketing at e-commerce companies ignore outreach about analytics tools?
- Heads of Marketing may overlook outreach about analytics tools if they feel overwhelmed by the number of options available or if they believe their current tools are sufficient. They often prioritize immediate campaign needs over long-term analytics improvements, especially if they are facing pressure to deliver quick results.
- What common mistakes do heads of marketing make in outreach?
- A common mistake is sending generic messages that do not address specific challenges faced by the e-commerce brand. Heads of Marketing are more likely to engage with outreach that speaks directly to their pain points, such as customer acquisition costs or conversion rate optimization, rather than broad marketing strategies.
- What triggers a response from heads of marketing in e-commerce?
- A response is often triggered by outreach that highlights a recent industry trend or a competitor's success story that directly relates to their business. If the message includes actionable insights or strategies that can lead to immediate improvements, they are more likely to engage.
- How can I stand out when reaching out to heads of marketing?
- To stand out, personalize your outreach by referencing specific challenges the brand is currently facing and provide tailored solutions. Use data or case studies relevant to their industry to demonstrate your understanding and expertise, as this will capture their attention more effectively.
Or have it run itself
SoloRiff does every step above on its own — finds the companies, finds the people, writes each of them individually, and handles the replies. Drop your URL and watch it work before you sign up for anything.
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