Based on the Folio Survey in association with Lyris, marketers of publishing, media and entertainment companies are grappling with digital messaging fundamentals that could be hampering revenue opportunities. Visit http://www.lyris.com to accelerate your email marketing

1. Email Marketing
PAIN POINTS
for Publishers
Industry Survey Finds Publishers are Struggling
with the Fundamentals of Email Marketing
What are your key email marketing pain points?
% of
Respondents
DIAGNOSIS AND PRESCRIPTION
List Building Apnea
Symptoms:
Publishers cite list growth as their
number one pain point. As a result, list
growth and improving subscriber data
quality are their top priorities for the
next 12 months.
What are your email marketing
priorities for the next 12 months?
Treatment:
Eȧective list growth requires implementing best practices and consistently following them.
Build email sign-up opportunities throughout your website and in transactional or
customer support emails. Consider using a pop-up form to collect new subscribers, and
leverage loyal subscribers by including “Send to a Friend” or “Refer to a Colleague”
options in out-bound messaging.
Arthritic Mobile Optimization
Symptoms:
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viewed on mobile devices, only 34
percent of survey respondents said their
emails are fully mobile-optimized. While
many have plans to expand their mobile
design eȧorts, 16 percent of respondents
are not even sure where to start.
Where are you in your mobile
optimization strategy?
Treatment:
Don’t’ take a chance on missed revenue opportunities. Track your audiences to Ȫnd out
what mobile devices they’re using. Then determine the best way to mobile-optimize
emails using responsive design. Thoroughly test your new mobile-responsive templates
before rolling them out to your entire database. Finally, keep tracking performance to
ensure all audiences stay engaged.
Personalized Messaging Hives
Symptoms:
Nearly 40 percent of ssuurrvveeyy rreessppoonnddeennttss
said they don’t analyze audience
behaviors, including subscriber and
browser abandonment, to create
personalized messages. Personalization
based on behavior was also low on the
list of email marketing priorities for the
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of responses.
Treatment:
It’s vital to continuously re-engage audiences with personalized content that is
relevant to each reader. Good quality data is a must: integrate email with CRM,
behaviors, preference centers, and audience data management platforms to better
segment, target, and customize messaging. The more data you have, the more
opportunities for personalization.
Engagement Strategy Deɮciency
Symptoms:
Nearly 79 percent of respondents
said they don’t have a strategy to
engage with inactive subscribers,
leaving a signiȪcant revenue
opportunity untapped.
Do you have a strategy to
engage inactive subscribers?
Treatment:
Re-engagement programs extend the lifetime value of every subscriber. Acknowledge
those who haven’t engaged in a while and remind them of what they’ve been missing. Ask
them to update their preferences to tailor the content and frequency of email messaging
they receive from you. Automate re-engagement messaging to send at key points, such as
three, six, nine, and 12 months.
GET HELP
If you suȧer from any of these symptoms, seek immediate assistance.
Lyris is the trusted email marketing solution for some of the world’s largest
publishers, media and entertainment companies.
Contact us at 888.465.9747 to learn more, or email us at sales@lyris.com.