It’s a brand new year. And it’s a new opportunity for you to take your email marketing to another level of sophistication and effectiveness. With that in mind, it’s important to remember that great email marketing doesn’t begin and end with your email service provider (ESP). No doubt about it, having the wrong ESP is like that hangover you woke up with on New Year’s day — it’s hard to get rid of, and it makes everything else hurt. But even if you’ve got the right partner, you still need to pay attention to other companies in the email marketing ecosystem. This is where a lot of the innovation is happening today — innovation in testing, in content, and in measurement.
You owe it to your email marketing program to pay attention to what’s happening in the competitive space, if only because many of these innovations will eventually work their way into the platforms of the major ESPs. So to start your email year off on the right foot, here are three companies that I am paying close attention to in 2015.
The first company on my list is Wylei. “Adaptive content” is a phrase email marketers have been hearing more and more frequently, and Wylie is an emerging leader in this category. Its platform provides real-time adaptive content solutions to agencies and brands to increase digital messaging relevance and engagement by automatically adapting emails based on how, where, and when they are viewed, all in real time.
There is more than one player in this area, but what I really like about Wylei is how easy it is to use. Wylei provides marketers with a code snippet that is easily included in the HTML, and it incorporates adaptive content logic, automated real-time and continuous A/B testing to identify and learn patterns in order to provide best fit content. Wylei’s continuous identification of behavior patterns and real-time application of its machine learning algorithm is a key distinction of its solution. Wylei brings real-time multivariate testing and behavior recognition to email to optimize content decisions at message open time. And they have established partnerships with all the major ESPs, landed some big brands (most recently Dell, Marriott, and Vistaprint, to name a few) and expanded its solution into the personalized video space.
In the words of Mike Monteiro, Wylei’s CEO, “The core of what we do is help marketers connect with their customers individually, and at scale. We all know that genuinely compelling content is what drives engagement, and that personalized, context-specific messaging is compelling. The challenge is how to listen, respond intelligently, and then listen again, across millions of customers all at once. The exciting thing is that technology has now evolved to the point where that’s not only a possibility, but an imperative.”
Full disclosure: I’m on the Board of Directors at eDatasource. However, that shouldn’t disqualify it from making this list — particularly since I wouldn’t be on the Board if I didn’t think it were an interesting company! eDatasource isn’t a new company. It’s been around since 2003. It provides its services both directly to marketers, as well as to most of the leading ESPs. What does it do? Based in New York City, eDataSource collects, analyzes, organizes, and archives millions of marketing messages, providing competitive intelligence and analytics to the email marketing community. G.B. Heidarsson, the CEO, just celebrated his one-year anniversary at the helm, and the first 12 months of his tenure have been a beehive of activity, including the introduction of completely new tool sets and innovative approaches that manage to get actionable competitive true-real-time information into the hands of marketers, thus enabling them to react and outsmart the competition in a way never before experienced. Yesmail was impressed enough to incorporate this data into its own Competitive Intelligence Tool.
If you know me, you know security it is a passion of mine. I have been happy to give back as a Strategic Advisor to the OTA (Online Trust Alliance). I believe that without security, the whole notion of the trust of the Internet and online commerce implodes.
We should hold media and the press to a standard not to discuss the stolen good from a cyber attack. Protect the victims of the attack, it is akin to media in the 1980’s with the blue dot over a victims face. Why should this crime be different? Media is fanning the fire of this cyber attack against Sony, and it is truly now a war. Why? Because just a few hours ago the US government stated with high certainty that these attacks were state sponsored and that North Korea was behind them (source WSJ).
Turn a Negative into a Positive – My Solution for Sony and This Movie
The best answer for Sony amid these proven North Korean Terrorist acts is to release The Interview on demand/streaming for $10 on 12/25. It will turn a negative into a positive, also test the audience for new releases for streaming in home. It would take 5 million viewers to make their money back, but I believe it would be huge, as big as their predicted $60 million dollar open. Stand up to terror/cyber attacks!
We must stand up against state sponsored attacks. Every business needs to be ready, in fact The Online Trust Alliance has been working on this for years.
From prevention to reaction resources. There are many wonderful reports and collaboration moments that provide effectiveness. It will improve your market presence and when following OTA best practices your ability to be spoofed will be diminished.
I believe in this organization, if I didn’t I wouldn’t be a Strategic Advisor to the Online Trust Alliance.
Please, if you have an online business, ensure it is secure, follow the well defined best practices.
I am happy to discuss this over a digital magazine, such as The Marketer Quarterly
Until next time, all the best,
Webinar – The Precision Marketing Imperative – Tactics for Improving Marketing that Deliver 5 to 6 Times the Revenue and Profit!
The Precision Marketing Imperative – Tactics for Improving Marketing that Deliver 5 to 6 Times the Revenue and Profit!
Nov 4, 2014 2:00 PM EST Register for this free webinar
Join renowned industry analyst and CEO of The Relevancy Group David Daniels and John D. Polcari, SVP CRM Sales & Marketing of Zeta Interactive to hear new tactics to optimize cross-channel marketing with Precision Marketing. In this 60 minute free webinar, David will discuss the tectonic shift in how consumers interact with brands, challenging marketers to organize, integrate and household customer data in a new manner. Attendees will benefit from lessons on how to implement a Precision Marketing Framework, build a Precision CRM (pCRM) centric organization to advance customers through cross-channel lifecycles. Join this webinar and learn how marketers that implement at least three of the five of the Precision Marketing techniques deliver 5 to 6 times the revenue and profit compared to those who do not.
In addition to case studies, the presentation will include:
– Approaches to improve email, social, mobile and cross channel marketing
– How to centralize data and make it actionable
– Tactics to manage lifecycle marketing across channels
– A five piece Precision Marketing framework to improve customer engagement
– Strategies to improve analytics through technology and services
– Lessons to optimize the mobile experience for subscribers
– Key take-aways that any marketer can immediately implement
Moderator: Dianna Dilworth – Editor, The Marketer Quarterly
Dianna is a business journalist who has been covering marketing for more than a decade. A veteran business reporter with experience producing magazines, blogs, videos and online news. Dianna has served as Associate Editor at Direct Marketing News, and Editor at Mediabistro. Her byline can also be seen in Businessweek, MediaPost and The Architectural Record. Beyond writing, Dianna is a documentary film maker, her second film “Mellodrama” was an ‘OFFICAL SELECTION’ in Madrid, Buenos Aires and other festivals around the globe
Speaker: David Daniels – CEO, Co-Founder, The Relevancy Group
David is a tenured industry analyst and consultant who is also President, Publisher and Co-Founder of the digital magazine, The Marketer Quarterly, LLC. David has been recognized as “one of the most influential experts in email marketing, if not the most influential.” With over 25 years of experience as a marketer, market analyst and senior executive at companies including Apple, Anthropologie, Jupiter Research and Forrester Research; David is uniquely qualified to understand the challenges and opportunities of marketers across channels. David is co-author of the book “Email Marketing an Hour a Day,” a sought after public speaker, an advisor The Online Trust Alliance and has been a contributor to news outlets including The Today Show on NBC, The Wall Street Journal, The New York Times and many industry journals and magazines.
Speaker: John D. Polcari – SVP, Zeta CRM Sales & Marketing, Zeta Interactive
John is an accomplished business development leader and marketer with more than 20 years of sales and marketing experience across various industries. Prior to joining Zeta, John served as Executive Vice President of Sales at eBay Enterprise Marketing Products, an integrated digital marketing services provider. In that role, he successfully engaged long-term partnerships with more than 125 top online marketers, including: Buy.com, Nike, CVS, Comcast, American Airlines and the Washington Post. Prior to eBay, John served as Senior Vice President of Global Marketing and Sales at Optaros, a leading provider of social commerce solutions. John also served as a sales leader at Epsilon (an American Express Company) and Vice President of Corporate Development for Genesys Conferencing, where he managed Internet channels, digital relationships, alliances, and strategic partnerships. He graduated from St. Anselm College with a BA in Politics/International Relations and attended Advanced Management Studies at Harvard University and the Executive MBA program at the University of Notre Dame.
Date and Time:
Tuesday November 4th, 2:00 PM EST (Eastern Standard Time)
All registrants will get a copy of a companion piece of research titled “The Precision Marketing Imperative – Tactics for Implementing the Precision Marketing Framework.”
After registering, you will receive a confirmation email containing information about joining the webinar.
Zeta Interactive is a Customer Lifecycle Marketing platform company that integrates Big Data, proprietary technology and analytics to help leading brands acquire, grow and retain customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta Interactive has rapidly grown into a recognized leader in the emerging Big Data and Customer Lifecycle Marketing sectors. The company’s set of Data, Email, Social, Display, Search and Mobile solutions are used globally by hundreds of Middle Market and Fortune 500 brands. With over 500 employees worldwide, the company is headquartered in New York City, with Centers of Excellence in Silicon Valley, London, and Hyderabad, India, and additional offices in Boston, MA; Boulder, CO; Tampa, FL; Washington, D.C.; Scottsdale, AZ; Duluth, GA; Middlesbrough and Bristol, UK.
The Relevancy Group provides market research, survey design and consulting. We assist marketers (buyers) connect with vendors (sellers) and manage the vendor selection process, each year we represent tens of billions of email messages that are out for bid for new solution providers. We provide educational and advisory resources to advance our clients and the markets understanding of relevance in order to deepen their customer relationships. The Relevancy Group is dedicated to educating the market on the imperative tactics needed to foster trust with consumers and improve an organization’s relevance within the broader online economy. Working with the leading brands, vendors and associations that comprise our economy, The Relevancy Group acts as an educator and trusted advisor in the aim of optimizing omnichannel connected marketing strategy and tactics. The Relevancy Group publishes research, educational resources and consults with businesses on vendor selection, mergers/acquisitions and other strategic imperatives.
The Marketer Quarterly is a digital magazine for marketers written by marketers. The Marketer Quarterly publishes each quarter — four issues per year. The magazine is in a digital format which is accessible on a desktop, mobile web browser and on all popular tablets and via Apps for Apple iOS, Android and Amazon. Each quarter, the magazine highlights the latest research from The Relevancy Group and articles on the leading brands and marketers. Register for a free subscription at www.marketerquarterly.com
Hosted by The Marketer Quarterly | September 10, 2014 1 to 2 pm EDT
We all know that triggered and transactional emails can net significant gains in engagement, conversions and revenue, but the data shows that actually implementing an automated program can be a challenge. In this webinar hosted by The Marketer Quarterly and moderated by editor Dianna Dilworth, Join The Relevancy Group’s Chris Marriott and BlueHornet for a look at Allen Edmonds’ successful approach to triggered and transactional messaging. You’ll learn what worked, what didn’t, see program results and walk away with ideas you can put into practice right away.
- How a Welcome series can drive conversion and revenue
- Transactional and post-purchase messaging for up and cross-sell
- Abandon cart messaging tricks to bring them back
Dianna Dilworth, Editor, The Marketer Quarterly will serve as your moderator
Chris Marriott, Vice President of Services & Principal Consultant, The Relevancy Group
Kat Johnson, Marketing Manager, Allen Edmonds Shoe Company
Jessica Grewal, Account Director, BlueHornet
Learn how to implement engaging lifecycle marketing programs, a webinar brought to you by Yesmail and The Relevancy Group
Engaging the customer in a meaningful and consistent way is still the main objective for most brands. But marketers are still facing challenges that prevent them from establishing a meaningful conversation. Register today!
In this webinar sponsored by Yesmail, join Chris Marriott, VP of Services & Principal Consultant at The Relevancy Group, will discuss the major obstacles to developing lifecycle marketing campaigns and the main components necessary to build a successful multichannel lifecycle program.
Based on the Relevancy Group’s extensive research, you’ll learn how to:
– Break down organizational silos
– Collect the right type of data
– Build automated and triggered campaigns
– Read between the lines to determine what customers are ready to purchase
Introducing the latest issue of The Marketer Quarterly which covers the challenges and opportunities facing marketers in today’s mobile economy. In this issue that you can enjoy for free with registration, you will find:
• Gilt shares the inside story on their mobile app business.
• Trulia explains why TV makes sense for a digital company.
• Gamestop reveals their secrets to omnichannel success.
• FedEx gives marketing leadership insights.
• Our editorial team rides alongside the CMO of The Weather Channel.
• Plus you’ll find Practical columns on the tablet trend paradox, wearable marketing potential, mobile makeovers for ESPs and tips on optimizing for mobile.
The Marketer Quarterly Also Introduces Apps
Take The Marketer Quarterly with you! Download every issue on your phone or tablet. Get our free Apps, The Marketer Quarterly is now available through apps for Apple, Google and Amazon phones and tablets. Download them here for your Apple Devices iTunes, Android Devices via Google Play and Amazon Kindle Devices