Integrated Marketing
How Marketing Automation Works in the Real World
By Blaine Mathieu
 In my last article, we spent some time talking about marketing automation, and the ways that businesses might benefit from investing in an automated solution. Today, let's follow a piece of data through the marketing automation cycle so that we can see how it works in a real-world situation - and how it might work for your business.
Imagine that customer Jane sees a pay-per-click (PPC) ad offering a free white paper. She clicks through to the landing page associated with the ad, browses around the site for a bit, then returns to the landing page and fills out the short Web form.
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About Lyris HQ
"The new Lyris offering is simple to use and shows the future of the combined toolset that the digital marketer needs in the 21st century."
David Daniels
Jupiter Research
Lyris HQ is an integrated marketing platform. It consolidates email marketing, deliverability analytics, Web analytics, PPC bid management and Web content management into one convenient, single sign-on portal - starting at just $299/month!
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 Email Marketing
Power Up Your Snippet Text
By Stefan Pollard
 The most important real estate in your email message is the first one readers see when your message pops into their inboxes. This article explains what snippets are, why they're important and how to use them to further induce subscribers to open your messages.
It's time to reexamine your top line. This tiny but significant parcel of real estate in your email message can help tilt the balance in your favor when readers are zipping through their inboxes, looking for which messages to open and which to delete.
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Web Analytics
What is a Visitor Anyway?
By Dane Christensen
What is a Web site visitor? "Surely you're joking," we hear you say. "Of course, a 'visitor' is somebody who comes to your site, surfs around a bit, and leaves. That is a visitor...right?" Ah, if only it were that simple.
While "visitor" is a fundamental concept in Web analytics, it is far from a simple one. And the fact that this unit of measurement is so fundamental to understanding Web analytics makes it particularly important that you know what it really means.
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Ask Lyris
What's a search-engine-friendly URL?
By Jeff Jones
 Question: I keep hearing that "search-engine-friendly URLs" make a big difference when it comes to getting your site placed higher in non-paid search results. Is this true? And what exactly is a search-engine-friendly URL?
Answer: A search-engine-friendly URL is a well-formed path that contains a domain, appropriate keywords and a proper directory structure that is free of "dynamic parameters" that pass data.
For example, http://www.lyris.com/marketing-platform/web-cms/ is more relevant for the keywords "marketing platform" and "Web CMS" than a URL based on dynamic parameters like http://www.example.com/33838fjfuowftr/index.cfm?id=1, which displays little information of any real meaning to search-engine spiders.
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