This document outlines 10 critical email marketing trends for 2010: 1) Email marketing will remain a cornerstone strategy, 2) Automation tools will be essential, 3) Use web analytics to improve campaigns, 4) Social media will be intertwined with email, 5) Mobile email will continue growing in importance, 6) Search marketing can extend email intelligence, 7) Global opportunities will expand, 8) Integrated online messaging is important, 9) Proper use of marketing technologies provides advantages, and 10) Staying aware of trends helps gain competitive advantages.

1. Email Marketing- 10 Critical Trends to Understand for 2010 Presented by EquipmentFX Summarized from LyrisHQ Webinar dated November 20, 2009

2. 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

3. 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

4. Email Marketing as a cornerstone 90% of businesses use email marketing!

5. Automation Tools 88% plan on using webinars, nurturing campaigns to cross and up-sell

6. Analytics Traffic patterns help ID opportunities to sell specifics, offers Response rates and analysis to understand open, opt out, response

7. Social Influence Survey says! 81% agree social extends email reach 78% agree it improves brand awareness and company reputation 53% agree it increases ROI 47% agree it increases growth of email lists 31% agree it generates more leads THE OTHER MAJORITY OF THE PERCENTAGES DIDN’T KNOW

8. 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

9. 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

10. Direct Marketer Survey Says: 70% response rate to text message for product or service 42% respond to surveys 30% respond to offer of product or service 22% accept web offers on internet browser 18% accept coupon offer on their browser

11. Get Mobile Consumers are accessing the internet 4X more on phone vs PC It is more intimate It is more urgent It is more relevant

12. 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

13. Search Growth $15B spend in 2009; 34B spend in 2014 Companies moving traditional dollars to search from traditional sources: print, trade publications

14. 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

15. Extend Global Reach China #1, India #2 for opportunity for products and services Made in USA, product of service, great reputation overseas

16. Relevant Content Means high engagement Add value by helping to solve problems Relevance boosts deliverability Create email preference center Customize with trigger and drip campaigns

17. 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

18. Marketing as a strategic advantage Understand all possible tools Trade out old and replace with new

19. Marketing as a strategic advantage Automate and streamline processes at all opportunity Create dynamic content Use email triggers API integration Create good looking templates

20. Marketing as a strategic advantage Provide deliverability tools and metrics Integrate 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

21. 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