How targeted B2C & B2B email communications coupled with email marketing analytics can be leveraged in an email marketing campaign to engage subscribers & increase conversions. Download the complete guide on great email marketing http://landing.lyris.com/2012-lyris-digital-optimizer-report-actionable-insights-for-delivering-customer-value-US?source=70170000000izmW

1. Digital Marketing Brief
Effective Email Marketing –
A Powerful Targeting Tool
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Email marketing has been proven to be an effective marketing strategy for
reaching out to target customers and prospects – and increase conversion rates.
Targeting with action-based relevance is especially effective, and while this
practice is most often associated with b2c email programs directed to consumers,
b2b email marketing is equally as effective for reaching out to businesses.
Two recent surveys from digital marketing services provider Lyris revealed
insights on the use of segmentation and the role of automation in driving
targeted email communications to engage subscribers and increase conversions.

2. Summary
The Lyris Digital Optimizer customer survey conducted in late 2012 indicated that list segmentation/targeting is used
“very often” or “sometimes” by over 80 percent of respondents. List segmentation by demographics was revealed to
be way ahead of other segmentation means, used by 39 percent, even if others – such as type of purchase (used by
only 20 percent), website activity (used by only 11 percent), and amount of purchase (used by only 10 percent) – are
more effective list strategies because they are behavioral in nature.
These findings go hand-in-hand with the results of an additional survey sponsored by Lyris and conducted by The
Economist Intelligence Unit (EIU) in July of this year. The EIU Mind the Marketing Gap survey found that 45 percent of
marketing executives now view marketers’ limited competency in analyzing data, such as that provided through email
marketing analytics , as a major obstacle to implementing more effective digital marketing strategies, second only to
inadequate budgets for digital marketing and database management.
This raises the question, do digital marketers have the email marketing tools and expertise to effectively segment lists
using data that is dynamic and changing based on consumer behavior?
Delivering Action-based Relevance
Email campaigns– such as triggered emails based on a customer’s behavior and welcome programs initiated after
opt-ins – deliver highly-relevant engagement with customers when they expect it. Also, messages sent to customers
that are based on their actions, such as after a purchase or after shopping cart abandonment, are proven to be much
more relevant than “batch-and-blast” emails.
Accordingly, the types of email automation that are found to be most effective are those that leverage timeliness
and relevance to the email recipient. Other types of automated messaging, such as transactional emails and drip
campaigns, require more involvement of the email recipients – they have to do something to initiate engagement
from the marketer. But the bottom line is this: turning data into business value is a huge opportunity for digital
marketers, and challenges them to re-examine what they think they know about their customers and re-evaluate how
best to engage with them.
Download our guide, 2012 Lyris Digital Optimizer Report, to learn more about targeting with action-based relevance.
Download the Full Guide
About Lyris Inc:
Lyris (@Lyris ) is a leading global provider of digital marketing solutions that help companies engage with customers
in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize datadriven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver
measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve
marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital
channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ
and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner
with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile
channels. Learn more at www.lyris.com.
Copyright © 2013 Lyris, Inc. All rights reserved.
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