This is an excerpt from my recent ClickZ column.
Given the number of channels that email marketers must work with and the continued growth of mobile as a consumer viewport, I sat down with Christopher Nash, senior business optimization consultant at Sitecore, to get his perspective on strategies to build a successful campaign.
David Daniels: Tell me about how your clients utilize web analytics to improve email relevance.
Christopher Nash: Our clients are more and more thinking in terms of providing relevance for customer journeys instead of just email batches. The customer journey is about a variety of digital touches from multiple devices over time. What I hear our clients say is that they want as much visibility – from data – as they can get across these digital touches. I hear clients express frustration when they lose visibility for what an email recipient does when the recipient visits the website. Contrast that with the scenario where you have one analytics that captures data for customer journeys. Our customers get this ability. Suddenly there are new tools in the toolbox for email marketers. For example, in the early phase of the customer journey I see clients personalizing email content based on the digital behavior from the recipient’s recent website visits and conversions. I see clients increasingly seeing an email and website visit as a unified experience for the individual being targeted. The personalization – and increased relevance – used in the email continues to the website visit.
DD: Are you seeing more clients adapt their email deployments for consumption on mobile devices?
Merge Ahead – 5 Ways Companies are Reimagining Email Within the Connected Customer Experience
Free Webinar | Wednesday, May 15 | 11:00AM Pacific | 2:00PM Eastern
Join me and Sitecore to learn five ways companies are innovating with email to enrich the connected marketing journey.
You’ll learn how to:
- Engage prospects by emailing personalized content based on their past website behavior
- Continue conversations from multiple marketing channels to keep prospects engaged as they move through the funnel
- Optimize for mobile using the latest innovations for tailoring content presentation for mobile devices
- Determine ROI of content through new ways of email testing
David Daniels, CEO of The Relevancy Group, and former VP and Principal Analyst at Forrester Research
Christopher Nash, Senior Business Optimization Consultant, Sitecore
In this eConsultancy JUMP Webinar: Five Tips To Drive Cross-Channel Marketing Profitability, featuring The Relevancy Group CEO/Co-Founder David Daniels and ClickSquared VP of Marketing Kerry Reilly you will learn the latest trends and tactics to drive marketing profitability across channels.
Register here for this free webinar on May 9th, at 12 noon EDT.
In this ClickSquared, The Relevancy Group CEO and long-time industry analyst David Daniels will share five best practices to advance cross-channel marketing profitability. David will discuss the latest trends and present new executive survey data from March, 2013. This webinar will provide insight on the latest developments in cross-channel marketing and tactics to improve relevance and engagement.
Attend this webinar and learn:
· The benefits of using real-time data
· Tactics for improving email relevance and response rates
· Mobile marketing optimization strategies
· Suggestions on optimizing the marketing organization to improve collaboration
· Audience segmentation, targeting examples and more
David Daniels and Kerry Reilly
David Daniels – CEO & Co-Founder, The Relevancy Group
Follow David on Twitter @emaildaniels Learn more at www.relevancygroup.com
For 25 years, David has been an industry proponent. Currently as CEO of The Relevancy Group, David directs market research and consulting essential to digital marketing. Direct Magazine said David is “one of the most influential experts in email marketing, if not the most influential.” Co-author of ‘Email Marketing An Hour A Day’, David has held senior level positions at Forrester and JupiterResearch, Apple, Anthropologie, MacWarehouse, Proteam and the earliest online retailers on CompuServe. David advises many industry associations including the OTA, writes a syndicated column for ClickZ and has been a contributor to the Weekend Today Show on NBC. David is also a contributing analyst to GigaOM Pro.
Kerry Reilly – VP, Marketing, Clicksquared
Kerry manages product and corporate marketing functions. She brings over 25 years of experience in campaign management, database marketing & analytics. Prior to joining ClickSquared, Kerry was a senior director of solution consulting at Mall Networks where she managed played an integral role in defining and driving card linked loyalty shopping solutions. Kerry spent a number of years at Unica Corporation and Epsilon in a variety of technical sales and consulting roles. She has worked with companies across many industries including sports, retail, financial services, insurance, travel & hospitality, consumer packaged goods, publishing, and telecommunications. Kerry started her career at the Home Shopping Network as a manager of marketing analysis. She has a BA in Arts from Providence College and a MBA in Business Administration specializing in Marketing and Information Technology from the University of South Florida.
Email marketers usually fall into one of two categories—those without access to actionable data to help them understand their email program’s performance, and those who have access to the data but neither the time or resources to compile insights that ultimately drive new campaign strategies and tactics.
This 15-page report from The Relevancy Group, a leading market research and digital marketing consultancy, underscores the importance of using email intelligence data to boost email campaign revenue, and outlines the steps marketers need to take to optimize their email programs.
- How email marketers are using data for measurement and analysis?
- How competitive intelligence impacts revenue and program sophistication?
- Which measures and tactics marketers should use to improve their email marketing programs?
This is an excerpt from my recent ClickZ column.
Marketers are continually challenged to grow their lists; yet their best acquisition source, their own site registration pages, often aren’t optimized to be fully effective.
Although consumers are generally willing to share basic information about themselves, such as email addresses, my firm has seen in surveys that at least one-third of consumers abandoned online purchases because the site required registration prior to the purchase. Such a tactic may be necessary for content-oriented transactions, like news sites, but forcing a consumer to register appears to limit online transactions’ full revenue potential.
To maximize registration and opt-in page effectiveness, consider embracing the following tactics:
This is an excerpt of a recent iMedia column by The Relevancy Group’s VP of Services, Chris Marriott
Last month I formally joined The Relevancy Group, whose founder and CEO is David Daniels. David’s been following the ESP landscape for years, first as an analyst at Jupiter and then, following its purchase by Forrester, he was the brains behind the periodic Wave Reports that ranked the various ESPs.
One of the key reasons David and I came together was our shared belief that, more than ever before, marketers can benefit from the experience and advice of email veterans from both the seller and the buyer side as they evaluate their existing vendor relationships and explore new ones. One of the things David and I enjoy talking about are the ways the ESPs and clients can see some things so dramatically different. Oftentimes these things put strain on the relationship and over time lead to a break down in the relationship.
As in any relationship, sometimes it’s easier to hear about these disconnects and ways to address them from unbiased third parties. So, in the spirit of just about any issue of Cosmopolitan, this month we’re going to look at four ways ESPs and clients can improve their relationships.
Client: I love my team, but…
It’s become conventional wisdom in the world of technology that over time the cost of delivery should drop. I don’t know where this idea first originated, as the cost of almost everything else goes up over time. Certainly the fight for market share can be a factor in the downward pressure on fees charged to clients.
Those who follow me know I often rail against the race to the bottom for CPMs in the ESP world. But I know that’s not going to change until they hit rock bottom (sometime next week). So marketers, your ESP isn’t going to be too surprised when contract renewal time comes around and you ask for price concessions in return for a contract extension. But what is going to drive your ESP completely out of its mind is when you add, “We really like the team you’ve assigned to our business, and we want to be sure they continue on our account. Oh, and by the way, we’d like a 10 percent reduction in the blended rate we pay for their time.”
You like your team? Well it’s highly likely that your ESP also likes your team a lot. After all, you’re a very important client that the ESP would like to keep happy. This means it probably has had to give your team raises over the term of the prior contract. And this has already eroded the margin on the ESP’s service fees. Now you are asking the company to cut its CPMs and, at the same time, cut the margin it makes on its people. Perhaps the ESP can find efficiencies of scale in its platform. But it can’t in regards to its people. If you want to pay less for your team, don’t be surprised if you end up with a new team of recent hires.
Read the rest of this column.
If you have heard me speak over the past few months, I have been talking about the need to determine the value of your email addresses. In a Relevancy Group Executive survey of 402 of email marketing executives just 32% stated that theyknow the value of their email marketing email adddress.
In my book “Email Marketing An Hour A Day” included some suggestions on how to value your email addresses, in fact we offered a spreadsheet to get you started. Developed with input from the DMA’s Email Experience Council this Excel spreadsheet offers an approach for retention lists and acquisition.
Knowing your email address value is very important as it is currency within your organization to gain more budget dollars and is important tool that can be used in targeting your subscribers.
The Dollars and Sense Guide
How to Lower Your TCO with Consolidated
In this new guide by email industry analyst David Daniels you’ll learn all about the infrastructure savings businesses can realize today from consolidating their messaging infrastructure.
If you’re a CTO or IT professional responsible for making or contributing to infrastructure purchasing decisions, you’ll definitely want to read this paper. It clearly sets out the business case principles and hard number arguments you’ll need to make sound messaging technology investments.
Learn how you can:
- Recognize significant business value by utilizing a single message management platform to support all types of digital messaging – email, text and more.
- Save 75% or more over disjointed, older generation solutions.
- Reduce costs by almost 83% through leveraging common labor, power and other resources.
Spring Lake, NJ – February 19, 2013
Today, The Relevancy Group a trailblazer in market research and marketing consulting announces the addition of tenured marketing expert Chis Marriott to serve as Vice President of Services and Principal Consultant.
David Daniels, CEO & Co-Founder of The Relevancy Group said “We are thrilled to have Chris join the team, he is an experienced digital marketer with a focus on creating data-driven experiences for customers of the leading brands that dot the online landscape.” Daniels added “Chris’s understanding of both the agency and marketer communities is a valuable asset to our clients and organization. He is an expert leader in wrangling and implementing efforts to integrate email with other digital channels.”
A popular iMedia columnist , Chris most recently served as Vice President of Agency Services for StrongMail and previously as a tenured senior executive at Acxiom, where he built and led their digital and email services for nearly a decade. In addition to his new role with The Relevancy Group, Chris serves on the Board of Directors for eDataSource, a marketing services company that provides intelligence and analytics to the email marketing community. Chris currently sits on the Advisory Board for the All About Email conferences and remains a consultant to a variety of fledgling organizations, including AuthorBee, a patent-pending social writing platform.
Chris Marriott stated “David’s unparalleled knowledge of the technology landscape in the addressable media world is an extraordinary skill. This asset is of great value to both marketers that deliver these technologies and the marketers that consume these solutions. David and I have collaborated in the past and I am delighted to have the opportunity to join The Relevancy Group on a full-time basis. Our combined experiences will continue to shape The Relevancy Group and I am thrilled to manage the industry-leading advisory services and solutions for our clients.”
About The Relevancy Group, LLC:
Providing market research and consulting services, The Relevancy Group measures consumer and marketer behaviors to discover new trends and prove the return on marketing investments. A trusted advisor to leading technology organizations and familiar brands, The Relevancy Group remains dedicated to educating the market on the imperative tactics needed to foster trust with consumers to improve an organization’s relevance within the broader on and offline connected economy.
For more information contact:
The Relevancy Group, LLC
Ashlee Burke – firstname.lastname@example.org
The Relevancy Group, LLC