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June 5, 2009

Newsletters, Mail & SMS: how to improve

your goals with them

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• Email list growth is a top priority for 38% of email marketers in 2009, placing it ahead of integration of disparate systems with email, deliverability, coordinating marketing efforts with other channels, and lowering marketing costs.

• The only things on the priority lists of more marketers are improving conversions and email relevance.

Source: exacttarget.com

The growth of newsletter and goals are the top priority

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• Marketers new to email are more likely to have list growth as their top priority than those with more experience. For marketers with less than three years in email, list growth—along with improving conversions—is the most commonly cited priority.

• Marketers with three or more years experience are more likely to be focused on segmentation and relevance.

Source: exacttarget.com

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• First, email marketers with more experience have larger lists—a trend that holds true for both B2B and B2C marketers. They have already gone through the list building phase of their email program development which allows them to focus on optimization strategies.

• Second, with experience comes the knowledge that building big lists is not necessarily the most effective way to drive increased conversions. Once critical mass is reached, optimizing the program through enhanced segmentation, relevancy, or integration may provide a smoother—and more successful—road.

Two factors contribute to the difference in marketers’ email program priorities.

Source: exacttarget.com

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1) They diversify by leveraging a number of different list growth tactics

2) They track their sources of list growth

3) They evaluate their list sources frequently

Survey respondents represent email marketers responsible for managing lists of less than 1,000 to over 2.5 million names. Marketers with large lists do three things more often than email marketers with smaller lists:

Source: exacttarget.com

What to do to improve your performance

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The new breeds of sms

• Alert: An opt-in SMS message that provides urgent, relevant information to a mobile subscriber (e.g. Fraud Alert from your bank).

• Marketing: An opt-in SMS message that provides subscribers with a call to action for exclusive marketing deals, specials, or promotions. (e.g. Sweepstakes).

• Update: An opt-in SMS message that provides convenient and timely—but not urgent—information to on-the-go subscribers (e.g. Daily News Headline).

The ExactTarget Field Guide to SMS will help you determine which classification each type of text message belongs to*:

* All SMS messages must include an process that is similar to what some marketers call a“double opt-in.” With SMS, subscribers are required to opt-in, then confirm their opt-in using their mobile handsets.

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SMS Advertising Audience and Response RatesThree-month average ending February 2008 and February 2009Mobile Subscribers in EU5 (U.K., France, Germany, Italy and Spain)Source: comScore M:Metrics

Received SMS Advert (000’s) % Responded to SMS Advert

  Feb-08 Feb-09 % Change Feb-08 Feb-09 Point Change

Downloads for mobile phone 40,792 35,915 -12.0% 4.4% 3.9% -0.6

News or information 25,929 22,122 -14.7% 2.8% 3.2% 0.4

Mobile phone or plan 32,222 31,574 -2.0% 4.6% 4.7% 0.1

Entertainment 12,644 11,230 -11.2% 4.3% 5.1% 0.7

Total Mobile + Media Sectors

111,587 100,841 -9.6% 4.1% 4.1% 0

             Clothing/Fashion 3,982 5,503 38.2% 5.8% 6.4% 0.6

Restaurants 1,037 1,424 37.3% 11.6% 15.5% 3.9

Cars 4,407 3,731 -15.4% 11.2% 7.9% -3.3Food 1,413 2,162 53.0% 9.2% 12.6% 3.4Financial services 8,963 9,956 11.1% 3.7% 4.7% 1.0

Consumer electronics 3,957 4,647 17.4% 6.3% 6.7% 0.4

Travel 5,779 6,602 14.2% 4.9% 5.8% 0.9

Total Non-Mobile or Media Sectors

29,539 34,024 15.2% 6.2% 6.8% 0.5

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Benefits of SMS Newsletters

• Cost effectiveContacting your clients by phone or by post costs a lot of time and money. Interacting with your customers via SMS lowers the total communication cost significantly.

• FastSMS is sent in real time and read immediately after receiving. This is perfect to communicate urgent and important information (appointments, crisis alerts, delivery info,…)

• High ImpactMore than 98% of all SMS messages are opened and read. For e-mails this is below 40%.

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• Large reachIn Belgium, 102% of the population has a mobile phone. That means that a lot of people even have 2. There's no other communication device that is so wide spread.

• PersonalThe GSM is regarded as a very personal device. When a company contacts a client by SMS, that client will see this as a personal service.

• InteractiveYou can give your clients the option to send you a reply or feedback.

• ModernEveryone uses letters and e-mail. Be original and surprise your customers with a SMS. It will give your company a modern and technologically advanced profile.

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Cos’è ?

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Create and manage your SMS & e-mail newsletters and send them to your audience. The SMS newsletters contain a link to mobile landing pages. You will be able to import and export mailing lists through .xls files.

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Just go to www.movylo.com

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