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