Findings from the Lyris-FOLIO survey indicate that publishers are shifting to digital messaging from print to engage audiences with targeted and personalized email content that has opened up new revenue opportunities for publishers. Download the complete guide http://info.lyris.com/confronting-the-shift-from-print-to-digital

1. Digital Marketing Brief
Confronting the Shift
from Print to Digital:
2014 Publishers
Survey Report
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The shift from print to digital has transformed the publishing industry. Engaging
audiences with targeted and personalized email content is proven to create new
revenue opportunities for publishers, but many are still struggling with even the
basics of email marketing and digital messaging.
To better understand the industry’s challenges and identify under-used
opportunities, Lyris sponsored a survey in partnership with FOLIO, a leading
multi-channel resource for the magazine and online media industry. The
ndings and recommendations are presented in this report.

2. Confronting the Shift from Print to Digital: 2014 Publishers
Survey Report
Current engagement tactics – Publishers are over-relying on traditional engagement tactics and trailing in the
adoption of more interactive engagement programs.
Planned growth of engagement tactics – By largely neglecting tactics for engagement based on behavioral website
triggers, publishers are leaving the eld wide open for more digital marketing-savvy competitors to steal their show.
Key email marketing pain points – Traditional marketing issues, such as list growth and maintenance, continue to
impede progress.
Email marketing priorities for the next 12 months – Publishers are struggling to master the foundational elements
of email messaging, yet recognize the importance of implementing consumer-driven tactics.
Mobile optimization strategy – Optimizing email messaging for mobile devices is gaining traction with publishers,
but too slowly, and many aren’t sure where to start.
Strategy for engaging inactive subscribers – Re-engagement programs are proven to yield big ROI results, but a
large majority of publishers are leaving this signi cant revenue opportunity untapped.
Email integration – The high stated use of social media suggests publishers may simply be adding social media icons
to their emails rather than having a fully-developed integration strategy that extends the reach of digital messaging to
a broader audience.
Download the full report for complete survey ndings plus key takeaways and implications for publishers.
About Lyris Inc:
With more than 20 years’ experience, Lyris is a global leader of innovative email and digital marketing solutions that
help companies reach audiences at scale and create personalized value at every touch point. Lyris’ products and
services empower publishers to design, automate, and optimize experiences that facilitate superior engagement,
increase conversions, and deliver measurable business value. The Lyris solutions portfolio is uniquely comprised
of award- winning messaging automation software, digital marketing strategy and deliverability services, and
a componentized and exible integration framework that revolutionizes the way marketers can extend digital
messaging across the enterprise. More than 5,000 companies worldwide partner with Lyris to manage connected
customer communications.
Learn more at www.lyris.com.
Copyright © 2014 Lyris, Inc. All rights reserved. lyris.com
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