Integrated Marketing
Growing ROI on a Shrinking Budget
By Cathi O'Sullivan
 It's too soon to tell whether the economic hallmark of 2008 is recession or fear of one.
In either case, reducing expenses remains a top priority and, chances are, marketing is the first stop on the cutback express. The wisdom of scaling back marketing in an uncertain economy is worthy of another discussion (for instance, conventional wisdom is that companies need to boost marketing budgets, not reduce them, in tough times).
Yet cost-cutting decisions may be out of your hands. In that case you'll have to do more with even fewer resources. And you'll be under greater pressure to maximize your time and justify your decisions to impatient senior management.
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About Lyris HQ
"Prior to adopting
Lyris HQ™, we were using internal systems to stitch together data in a meaningful way. Lyris HQ allows us to central-manage our campaigns all the way from creation to measurement – improving results, and boosting time efficiency."
Lyris HQ 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
Four Common Assumptions Masquerading as Best Practices
By Stefan Pollard
 "Your mileage may vary."
You hear that qualifier whenever carmakers boast about their high-mileage cars. It also applies to the advice you hear from all the email experts (me included) who publish articles, newsletters, white papers and slide shows, and give presentations and workshops.
Saying that doesn't diminish the quality of this free advice at all. However, one thing I have learned in my years of working in email is that advice that works wonders for one email program will barely move the needle in another.
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Web Analytics
Using Web Analytics to Fine-Tune Email Campaigns
By Dan Miller
 Your Web-analytics solution is likely providing copious detail about customer and prospect behavior, such as number of unique visitors, site-navigation patterns and top entry pages. But are you using it to shed light on how well email-marketing campaigns are performing?
For example, do you know how many email visitors reached the cart and then left before completing the purchase? How long email visitors spent on each page? Which pages caused most of them to bail? Which email campaigns have higher conversion rates – even though their open and click-through rates are similar?
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Ask Lyris
Is my Google Quality Score Better or Worse Than Average?
By Dane Christensen
Question: How do I know if my Google Quality Score is better or worse than average? And what can I do about it?
Answer: Your Google Quality Score (or its Yahoo! equivalent, the Quality Index) helps determine your minimum keyword bids, how high your pay-per-click ads rank – and whether your ads are eligible to appear at all. In general, low scores for individual keywords mean you'll have to pay more than your competitors for the same rank.
Google does track the historical performance of your account, based on the click-through rate of all your ads and keywords over time, but it does not assign an overall quality score for your account – at least not where you can see it. You can't look it up, and you certainly can't comfort yourself by saying, "My quality score is a 5.6 and the average for all companies is a 5.2, so I must be doing ok."
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