1. Agenda
• Challenges for Email Marketers in 2009
• 10 Trends in 2010
1. Email is the Cornerstone
2. Email Automation as an Essential
3. Web Analytics as an Email Enhancer
4. Social Media Entwined with Email
5. Get Mobile!
6. Search Marketing Extends Email Marketing Intelligence
7. Global Reach Opportunity
8. Building Relevance will Build Engagement
9. Integration of Online Marketing Messaging and Campaigns
10. Marketing Technologies Used as Competitive Advantage
• Q&A
1

2. 2009 Challenges
Email Marketers Faced Extreme Challenges
• Unsteady economy
 Longer sales cycles
 Less frequent purchases
 Fewer dollars spent per sale
 Harder to meet revenue goals
• Resource scarcity
 People, money, time, bandwidth
2

3. 2009 Challenges
Learning from Past Challenges and Preparing for Challenges Ahead
Challenges to Email Marketing in the Past 12 Months
3

4. Email Marketing 2010
Companies can grow moving into 2010 using
email marketing.
If they know the key trends affecting the market.
Here’s how…
4

5. Trend #1: Email is the Cornerstone
Email is the Most-Used Online Marketing Tool
June 2009 ―Interactive Marketing Channels To Watch In 2009‖
Interactive Marketing Channel Adoption
5

6. Trend #1: Email is the Cornerstone
And It’s the Highest Performing
Online Marketing Tool
80.4%
Source: Datran Media 3rd Annual Marketing & Media Survey Results, 2009
6

7. Trend #1: Email is the Cornerstone
Social Texting
SEM/
PPC SMS
7

8. Trend #2: Email Automation as an Essential
How Marketers Improve the Relevancy of Email Content
8

9. Trend #2: Email Automation as an Essential
Why Automate?
• High ROI
 Create it once, send to thousands over and over
 Targeted, relevant content without a lot of resources
• Improved conversions and customer experience
 Offers that matter tend to convert at higher rates
 Recipients love getting content that matters to them
Automated email programs can
generate a 30-70% open rate
9

10. Trend #2: Email Automation as an Essential
• Establish a welcome program
 Welcome new subscribers or customers
 Fold into a nurture or trigger campaign based on their
subscription preferences
• Develop & maintain a nurture or trigger program
Ongoing offers and/or relevant content with the goal of:
 Converting prospects to customers
 Retaining & upselling existing customers
10

11. Trend #3: Web Analytics = Email Enhancer
• More and better analytics
from more powerful tech-
nologies are available to
email marketers
• Email marketers are getting
more savvy about mining
Web analytics to diagnose
improvements to email
campaigns
• Analytics are moving to the next level of value:
 Enabling action based on data
 Platform for managing online marketing
11

12. Trend #3: Web Analytics = Email Enhancer
PPC
Conversions
Website
Social
$$
Analytics
Mobile
12

13. Trend #3: Web Analytics = Email Enhancer
Which of the following would most influence your
decisions to integrate Web analytics data into your
email marketing campaign
activities?
- Forrester Research, Inc., , Integrating Web Analytics with Email
Marketing to Improve Campaign Performance, February, 2009 13

14. Trend #3: Web Analytics = Email Enhancer
• Optimize your site to make sure
your targets can be easily
identified
• Use Website data as a baseline
(and a key informant)
• Track results using more than just click-through,
open rates and response
• Use Website visitor behavior to better
target email 14

15. Trend #4: Social Media Entwined with Email
Marketers are Happy with Social Media’s Influence on Email
15

16. Trend #4: Social Media Entwined with Email
Email is Social, and It’s Not Going Anywhere
16

17. Trend #4: Social Media Entwined with Email
• Expands reach – in between
the email send
• Grows your opt-in list virally
• Increase s response
exponentially
• Establishes online reputation and trust, which
improves email deliverability
…all of which improves results and ROI
17

18. Trend #4: Social Media Entwined with Email
1. Establish your company on a relevant
social site
2. Link across programs
3. Contribute to an existing blog and get others
to contribute to yours
4. Automatic post
and share
18

19. Trend #5: Get Mobile!
• In 2008, U.S. cell phone
subscribers sent and received
on average 357 text messages
per month, compared to
making 204 voice calls a
month.
Source: Nielsen Mobile
• Mobile marketing revenues
are expected to reach $24
billion by 2013, jumping from
just $1.8 billion in 2007.
Source: ABI Research
19

20. Trend #5: Get Mobile!
Intimate
Mobile devices reach people wherever they
are, at any time of day or night, giving a
sense of an intimate communication—―the
message is right here in my pocket.
Urgent
Due to its very nature, mobile messaging
is imbued with a sense of immediacy.
Mobile phones are with most people
almost 24 hours a day.
Relevant
When these messages are received at just the
right time and contain the exact information
the recipient is seeking, there’s an ultimate
sense of relevancy that consumers appreciate.
20

21. Trend #5: Get Mobile!
• Expands reach
 Beyond your email opt-in list to
reach new targets, expand
subscriber base
• Extends viral campaigns
 Enable and accelerate content
sharing
• Builds customer retention and loyalty
• Acquires customers
• Improves ROI
 Low cost to execute
21

22. Trend #5: Get Mobile!
• Offer mobile-only incentives
for opting into SMS or email
alerts
Sign up today for our email alerts on
specials and future discounts,
• Ask prospects to text for a virginmega@virgin.com to opt-in.
a free guide and encourage
email opt-in
• Deliver your email content via
mobile to expand your reach
22

23. Trend #6: SEM Extends Marketing Intelligence
Search Marketing Continues to
Grow and Mature
July 2009 ―US Interactive Marketing Forecast, 2009 To 2014‖
Forecast: US Interactive Marketing Spend, 2009 To 2014
23

24. Trend #6: SEM Extends Marketing Intelligence
The Economy Will Drive
Search Sophistication
• Economy will drive cost
consciousness
“When money is tight, consumers are
constantly looking for deals. And, today,
that means they are going online to search
for better prices, selection and services.”
-eMarketer, Search Marketing Trends: Back to Basics, 2009
• Search volume will increase
“Rising consumer search volume… combined with marketers
expanding use of multi-keyword or long tail phrases means simply that
there are more searches for sale.”
- Forrester Research, Inc., US Interactive Marketing Forecast, 2009 to 2014, July, 2009
24

25. Trend #6: SEM Extends Marketing Intelligence
The Economy Will Drive
Search Sophistication
• Search programs will grow in
sophistication
“Nearly two-thirds of all marketers spend
to manage search programs through
advanced tools or outsources partners –
an indication that search programs are
gaining sophistication.”
- Forrester Research, Inc.,
US Interactive Marketing Forecast, 2009 to 2014, July, 2009
25

26. Trend #6: SEM Extends Marketing Intelligence
• Drive traffic and build opt-in lists
 Drive traffic to opt-in points
 Convert opt-ins to sales through ongoing email
marketing programs
• Turn search click and conversion rates into
email marketing gold
 Segment lists based on campaign/ad groups; analyze
CTR by segment
 Incorporate campaign/ad group information into offers to
track recipients who convert again
26

27. Trend #6: SEM Extends Marketing Intelligence
• Use PPC to drive email opt-ins
• Use search data to better target email
• Leverage PPC learning to fold into organic
search results
• Increase investments in
resources (tools and
people) to make
more informed paid
search buys
27

28. Trend #7: Global Reach Opportunity
Slow U.S. Movement into Global Market
Creates Major Opportunities
Ranking the Importance of Transnational Email,
• The US$ has fallen by Organization Size
in value, but U.S.-
made products
(including tech) have
gained in popularity
• China and India
continue to be
major market
opportunities
28

29. Trend #7: Global Reach Opportunity
But marketers should act fast to take advantage
of this opportunity…
Which best describes the importance given email marketing to
recipients outside the country in which your organization is primarily
located?
29

30. Trend #7: Global Reach Opportunity
• Email marketers must get educated about
localization and messaging that resonates with
target foreign audiences
• Marketers must get
up-to-speed on country-
specific spam and
privacy laws
30

31. Trend #7: Global Reach Opportunity
• Marketers will need to spend international
marketing budgets online
 Better accountability, more efficient, more agile
• In many markets, email marketing has not reached
the saturation
level that it has in
the U.S.
 Companies have
the opportunity to
stand out and be
heard
31

32. Trend #8: Relevance Builds Engagement
• Interruptive marketing
losing ground –
engagement marketing
rising fast
―Engagement marketing is the,
“new age of marketing that
respects the power of the
informed customer and catapults marketing to a
whole new level of effectiveness
and influence.”
“Engagement marketing takes this one giant step further into a
world where customers assert more control… and fully expect
companies to participate in dialogues with them.”
- iMedia, The Rules of Engagement Marketing, March 2009
32

33. Trend #8: Relevance Builds Engagement
• Content relevance continues Has your organization done or does it plan to do
any of these to improve the relevancy of
to be a significantly effective email content?
email marketing tactic
“It„s clear that marketers
consider content
relevancy to be a top
element in terms of
effectiveness and
importance.”
-MarketingSherpa, 2010 Email
Marketing Benchmark Survey
33

34. Trend #8: Relevance Builds Engagement
• Relevance in email delivers
information that is valuable
to prospects
 Builds a relationship between
the prospect and your
company
 Helps prospects make
informed purchasing decisions
• Relevance boosts deliverability
• Email as the touchstone to create dialog and
engagement
 Through personalization
 Through transactional emails
34

35. Trend #8: Relevance Builds Engagement
• Develop your rules of engagement
 Method for segmenting customers –
e.g. by brand, products purchased,
product affinity, etc.
 Set criteria for classifying customers
- e.g. latest product purchased,
average order value
 Select the appropriate products
• Empower your prospects/customers; explore
developing an email ―preference center‖
• Employ customized trigger and drip emails
campaigns
35

36. Trend #9: Integrated Messaging & Campaigns
• Multiple touch points across multiple mediums
are now a minimum requirement
“[The Internet] stands as the only medium that consists of multiple
different marketing channels. In
order to have a successful online
marketing campaign, you must
take an integrated approach and
use all of the channels that the
Internet affords you.”
- Clay Schossow, New Media Campaigns
36

37. Trend #9: Integrated Messaging & Campaigns
• Lines between media will continue to blur;
―channels‖ will begin to dissolve
 It’s no longer clear, or important, where one screen
begins and another ends
• Symbiotic relationships
will form where competing
interests left off
37

38. Trend #9: Integrated Messaging & Campaigns
• Consistent messaging through a variety of online
mediums helps cut through the clutter
• Various online mediums provide many touch
points to extend email messaging
 Particularly at the prospect’s place
of preference and therefore,
greatest point of influence
• Cohesion in online marketing
messaging and goals enables
greater marketing efficiencies
38

39. Trend #9: Integrated Messaging & Campaigns
• Don’t walk…run to create the infrastructure
necessary to take advantage of all available online
mediums
• Create messaging, offers, and
creative that can be leveraged
across multiple mediums
• Leverage data and metrics from one online channel
to inform optimization on other online channels
39

40. Trend #10: Technology as Competitive Advantage
• Marketing technologies
are the new strategic
business tools
“…marketing is gradually
assuming more organiza-
tional leadership…As part
of this shift, CMOs will begin
to buy their own technology,
prioritizing interactive solutions like campaign management,
Web analytics, and email marketing.”
- Forrester Research, Inc., US Interactive Marketing Forecast, 2009 to 2014, July, 2009
40

41. Trend #10: Technology as Competitive Advantage
• With efficiencies gained
through interactive
tools, budget will go to
other investments,
including marketing
technology
“… marketers will allocate
unused advertising dollars
into investments like…marketing-specific technology and IT
staff, in order to further marketing’s strategic influence within
their companies.”
- Forrester Research, Inc., US Interactive Marketing Forecast, 2009 to 2014, July, 2009
41

42. Trend #10: Technology as Competitive Advantage
Integrated online marketing tools…
• Automate and streamline the email marketing
process
 Dynamic content
 Email triggers
 API integration
 Templates
• Enable data sharing across multiple
disciplines
 Email, search, social, mobile, Web analytics, etc.
42

43. Trend #10: Technology as Competitive Advantage
Integrated online marketing tools…
• Provide deliverability tools
and metrics
 Detect, fix and prevent email
delivery issues
• Integrate with databases and
CRM systems
 Easily ID qualified leads and automatically route them to
sales reps for immediate follow up
• Uncover which marketing campaigns Produce
the best results at the lowest cost
43

44. Trend #10: Technology as Competitive Advantage
“Interactive trends will redefine your business.”
- Forrester Research, Inc., US Interactive Marketing Forecast, 2009 to 2014, July, 2009
• Survey your marketing technology solution/s
 Determine if efficiencies, improvements or
additions are necessary
• Integrate your processes
 Two (or three, or four)
heads are better than one
• Break down your silos
 Comprehensive data tells
an important story that can
be used to competitive advantage
44

45. 10 Trends in 2010
1. Email is the Cornerstone
2. Email Automation as an Essential
3. Web Analytics as an Email Enhancer
4. Social Media Entwined with Email
5. Get Mobile!
6. Search Marketing Extends Email Marketing
Intelligence
7. Global Reach Opportunity
8. Building Relevance will Build Engagement
9. Integration of Online Marketing Messaging and
Campaigns
10. Marketing Technologies Used as Competitive
Advantage
45

46. Summary
• Online marketing means innovation – innovation
that has a direct impact on business success
• Email is the anchor and core performer of online
marketing initiatives
• Online media boundaries
are dissolving, creating
new opportunities to
engage with your audience
46

47. Q&A
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Let’s talk about this topic, now and ongoing!
J.D. Peterson
Vice President, Product,
The recording of the presentation will be
Lyris Inc. available via email within one week – be sure to
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47