Date post: | 01-Nov-2014 |
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Email Marketing- 10 Critical Trends to
Understand for 2010
Presented by EquipmentFXSummarized from LyrisHQ Webinar dated
November 20, 2009
Trends to understand for 2010
Summary
Email marketing as a cornerstone Automation is essential Use web analytics to improve your
campaign Social media entwined with email Get Mobile
Summary cont…
Search marketing extends email intelligence
Global reach opportunity Integration and engagement of online
messaging campaigns Marketing technologies and proper use How to use as a competitive advantage
Email Marketing as a cornerstone
90% of businesses use email marketing!
Automation Tools
88% plan on using webinars, nurturing campaigns to
cross and up-sell
Analytics
Traffic patterns help ID opportunities to sell specifics, offers
Response rates and analysis to understand open, opt out, response
Social Influence
Survey says!81% agree social extends email reach78% agree it improves brand awareness
and company reputation53% agree it increases ROI47% agree it increases growth of email
lists31% agree it generates more leadsTHE OTHER MAJORITY OF THE
PERCENTAGES DIDN’T KNOW
Social Influence
Email is social, so think of it that way 78% of email links to story about something Grows opt-in list virally Increases response exponentially Decreases opt-out rate Increases trust and improves reputation Improves response rates Improves deliverability Insert Social Widgets into other forms you
use
Get Mobile
2008 Statistic: Users sent 357 text messages per month, made 204 voice calls per month
Projected Revenue growth for Mobile: $1.8B in 2007, $24B by 2013
Direct Marketer Survey Says:
70% response rate to text message for product or service
42% respond to surveys30% respond to offer of product or
service22% accept web offers on internet
browser18% accept coupon offer on their
browser
Get Mobile
Consumers are accessing the internet 4X more on phone vs PCIt is more intimateIt is more urgentIt is more relevant
Get Mobile
Expands reach, extends viral campaigns, builds list, improves customer retention because of response, improves customer acquisition, improves ROI
Suggestions:Offer mobile only incentives“Text for free Guide to”…Deliver content via link and mobile alert
Search Growth
$15B spend in 2009; 34B spend in 2014
Companies moving traditional dollars to search from traditional sources: print, trade publications
Search Growth
Focus on driving traffic to specific landing pages with offers
Use search data to better ID industries to sell to
Apply paid search data to organic search data
Extend Global Reach
China #1, India #2 for opportunity for products and services
Made in USA, product of service, great reputation overseas
Relevant Content
Means high engagementAdd value by helping to solve problems
Relevance boosts deliverability Create email preference center Customize with trigger and drip
campaigns
Integration of messages and campaigns
Create as many touch points as possible Use campaigns to leverage each other,
cross sell at every opportunity Use email and social together Create infrastructure to take advantage
of everything
Marketing as a strategic advantage
Understand all possible tools
Trade out old and replace with new
Marketing as a strategic advantage
Automate and streamline processes at all opportunityCreate dynamic contentUse email triggersAPI integrationCreate good looking templates
Marketing as a strategic advantage
Provide deliverability tools and metricsIntegrate with CRM system of any kind
Stay at it! Carve out some time each day to
understand change and it’s impact on your dealership
Conclusion
Don’t ignore trends that will affect your business
Formulate a plan, take small steps Assign a “research analyst”, start
understanding how to connect the dots Get busy
www.equipmentfx.com