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Newsletters, Mail & SMS:
                   how to improve
                 your goals with them



June 5, 2009
                                Produced by movylo.com


                                 www.movylo.com
The growth of newsletter and goals are the top priority



•   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




                                                      www.movylo.com
www.movylo.com
•   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




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


•    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.




                                                                 Source: exacttarget.com




                                                         www.movylo.com
What to do to improve your performance



 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:



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




                                                                   Source: exacttarget.com




                                                           www.movylo.com
www.movylo.com
www.movylo.com
www.movylo.com
www.movylo.com
www.movylo.com
www.movylo.com
www.movylo.com
The new breeds of sms

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


•     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).


    * 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.




                                                                                 www.movylo.com
SMS Advertising Audience and Response Rates
Three-month average ending February 2008 and February 2009
Mobile 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         111,587      100,841         -9.6%      4.1%          4.1%          0
Sectors

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%          -3.3
Food                         1,413        2,162           53.0%      9.2%          12.6%         3.4
Financial 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    29,539       34,024          15.2%      6.2%          6.8%          0.5
Sectors



                                                                              www.movylo.com
Benefits of SMS Newsletters


•   Cost effective
    Contacting 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.


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




                                                         www.movylo.com
•   Large reach
    In 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.


•   Personal
    The 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.


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


•   Modern
    Everyone 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.




                                                         www.movylo.com
Cos’è ?




               Just go to www.movylo.com

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.


                                        www.movylo.com
Cos’è ?




  TO BUILD AND MANAGE YOUR FREE & PROFESSIONAL
                     M-SITE
              Just go to www.movylo.com


MOVYLO is a mobile CMS
that allows you to create
and to publish, in few
minutes, your mobile site
suitable with all mobile
phones



                                      www.movylo.com

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Newsletters, Mail & SMS: how to improve your goals with them

  • 1. Newsletters, Mail & SMS: how to improve your goals with them June 5, 2009 Produced by movylo.com www.movylo.com
  • 2. The growth of newsletter and goals are the top priority • 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 www.movylo.com
  • 4. 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 www.movylo.com
  • 5. Two factors contribute to the difference in marketers’ email program priorities. • 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. Source: exacttarget.com www.movylo.com
  • 6. What to do to improve your performance 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: 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 Source: exacttarget.com www.movylo.com
  • 14. The new breeds of sms The ExactTarget Field Guide to SMS will help you determine which classification each type of text message belongs to*: • 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). * 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. www.movylo.com
  • 15. SMS Advertising Audience and Response Rates Three-month average ending February 2008 and February 2009 Mobile 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 111,587 100,841 -9.6% 4.1% 4.1% 0 Sectors 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% -3.3 Food 1,413 2,162 53.0% 9.2% 12.6% 3.4 Financial 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 29,539 34,024 15.2% 6.2% 6.8% 0.5 Sectors www.movylo.com
  • 16. Benefits of SMS Newsletters • Cost effective Contacting 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. • Fast SMS 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 Impact More than 98% of all SMS messages are opened and read. For e-mails this is below 40%. www.movylo.com
  • 17. Large reach In 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. • Personal The 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. • Interactive You can give your clients the option to send you a reply or feedback. • Modern Everyone 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. www.movylo.com
  • 18. Cos’è ? Just go to www.movylo.com 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. www.movylo.com
  • 19. Cos’è ? TO BUILD AND MANAGE YOUR FREE & PROFESSIONAL M-SITE Just go to www.movylo.com MOVYLO is a mobile CMS that allows you to create and to publish, in few minutes, your mobile site suitable with all mobile phones www.movylo.com