Newsletters, Mail & SMS: how to improve your goals with them
Newsletters, Mail & SMS:
how to improve
your goals with them
June 5, 2009
Produced by 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.
• 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.
Two factors contribute to the difference in marketers’ email
• 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
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
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.
• Update: An opt-in SMS message that provides convenient and timely—but
not urgent—information to on-the-go subscribers (e.g. Daily News
* 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.
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
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
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
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%.
• 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.
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.
You can give your clients the option to send you a reply or feedback.
Everyone uses letters and e-mail. Be original and surprise your customers
with a SMS. It will give your company a modern and technologically
Just go to www.movylo.com
Create and manage your
SMS & e-mail newsletters
and send them to your
The SMS newsletters
contain a link to mobile
You will be able to import
and export mailing lists
through .xls files.
TO BUILD AND MANAGE YOUR FREE & PROFESSIONAL
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