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
Join The Marketer Quarterly and Experian Data Quality on Thu, Jun 12, 2014 1:00 PM – 2:00 PM EDT for this free webinar on Addressing the Impact of Data Quality in Omnichannel Marketing
Customers who interact across multiple channels spend more than their single channel counterparts. With that in mind, it’s imperative that marketers tie data collected across interaction points, segment their database and speak directly to those high value consumers.
Eighty-seven percent of companies engage in cross-channel marketing. However, 83 percent admit that they face challenges in this area of their operations. Join Experian Data Quality and The Marketer Quarterly to learn how customer data quality impacts the effectiveness of omnichannel campaigns. We’ll review the prevalence of customer data errors, the effect of those mistakes and ways marketers can overcome these obstacles to improve marketing results.
Join us to:
• Gain insight into existing customer data quality perceptions and strategies
• View benchmarks around data capture and management
• Hear strategies to enhance customer data accuracy and improve omnichannel efforts
Webinar Date: Thu, Jun 12, 2014 1:00 PM – 2:00 PM EDT
Moderated by: Dianna Dilworth, Editor – The Marketer Quarterly
Jennifer Levin, Marketing Manager – Experian Data Quality
Rishi Patel, Strategic Technical Manager – Experian Data Quality
Collin Thigpen, Enterprise Account Director - Experian Data Quality
About The Speakers and Moderator:
Jennifer Levin, Marketing Manager – Experian Data Quality
Jennifer is a strong advocate for cross-channel communications and has experience with strategy development, campaign planning and execution, and go-to-market effectiveness. She has firsthand knowledge of the impacts of data quality and works across the business to drive thought-leadership and prospecting efforts.
Rishi Patel, Strategic Technical Manager - Experian Data Quality
Rishi has spent the last seven years working with clients to fulfill their data quality needs. Through his efforts, he has built considerable insight into the data quality market, specifically how organizations rely on customer data for commercial success. Rishi now works exclusively with our highest value accounts, providing market insight, data management advice, and implementation and usage best practices.
Collin Thigpen, Enterprise Account Director - Experian Data Quality
Collin is responsible for improving data quality and effectiveness within the enterprise market. He directs organizations on best practices associated with data capture, usage, and management, helping his clients recognize a host of benefits that drive cost reductions and business growth. He brings over 5 years of data management expertise along with close to 10 years of experience in solution selling and account management.
Moderated by Dianna Dilworth – Editor of 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.
Join David Daniels and Message Systems for a free webinar on The State of Email Marketing
Thursday, May 29
2:00PM ET/ 11:00AM PT
As email marketing matures, the complexity of data and channel integration continues to increase. In this free webinar, David Daniels of The Relevancy Group will showcase recent survey data that details the state of the email marketing industry today. This survey of over 425 marketing executives details which tactics are effective, what areas are driving challenges and which remedies are proving to be successful.
This webinar will detail strategies and topics including:
- Marketer aspirations and challenges
- Data utilization and integration
- Utilizing lifecycle triggered mailings
- Driving revenue through automation
- Considerations to select vendors
- David Daniels – CEO/Co-Founder of The Relevancy Group
- Jose Santa Anna – Director of Product Marketing, Message Systems
Looking for a new ESP (Email Service Provider) or want to get the latest most complete research on the email marketing industry? Courtesy of Yesmail Interactive, you can now download the complete “The Relevancy Ring – ESP Buyers Guide -2014″ for free with registration. Get your copy here.
The Buyer’s Guide evaluates ESPs in the enterprise and mid-market sectors, highlighting customer satisfaction across these fourteen companies. Each ESP is given a placement in “The Relevancy Ring” based on quantifiable panel data drawn from studied performance in the email inbox, a survey of nearly 400 email marketers as well as a broad vendor questionnaire and demos of multiple use case scenarios.
The report leverages thousands of data points and provides not only an assessment of vendors but also one of the most comprehensive analysis on the state of the email marketing industry.
The report covers the following areas
- Email Marketing Technology Deployment Types
ESP Services Utilization
Marketer’s Satisfaction Levels with ESPs
Current and Planned Email Marketing Tactics
Challenges and a View into Organizational Structures
Email Revenue Attribution
2014 Marketer Priorities
The Top Criteria and Features that Marketers Use When Selecting ESPs in the Mid-Market and in the Enterprise
An Overview of ESP Contract Length
The Relevancy Ring Customer Satisfaction Awards, as Voted Upon by Their Customers in Over a Dozen Categories
An Evaluation of 14 ESPs in the Mid-Market and Enterprise Markets as well as Analysis on Each Company
And Much More … The report is 45 pages and over 12,000 words and 32 charts. It is comprehensive!
An excerpt of the report can also be found in Issue 1-14 of The Marketing Quarterly.
Join Chris Marriott at the Email Insider Summit
April 23 – 26, 2014 Ocean Reef Club, Key Largo, FL
On Friday, April 25th, Chris will be moderating a panel entitled “Getting Attribution Right”, where he and his panel will discuss the role attribution plays in how marketing dollars are allocated; how relying on last click interactions does not give brands the full picture of everything that came before the last click; and how brands can improve their attribution models to make sure email is given proper credit for the role it plays. Chris will be joined in this discussion by:
- Florence Ho, Senior Director, International Marketing & Loyalty, Wyndham Worldwide
- Nancy Shaver, Consulting Principal, Experian Marketing Services
- Kara Trivunovic, VP of Strategic Services, BlueHornet
Later that same day, Chris will also be leading a roundtable discussion on the subject of Email RFPs with conference attendees. He will be sharing learnings from the work The Relevancy Group does managing the RFP process for leading F500 brands. Participants in the discussion will be able to share their own experiences and gain insights from one another and Chris regarding best practices for conducting an RFP.
Regardless if you are a B2C (Business to Consumer) or B2B (Business to Business) marketer we hold these truths to be self evident.
Any capable Enterprise or Mid-Market vendor should allow you _the Marketer_ to integrate to systems in a sophisticated manner with work-flow and every need that addresses the B2C and B2B business need across messaging channels (Email, Mobile, Apps, Display and yes Print as needed). It is 2014, and marketers not only require these operational constructs regardless of audience, but also the measurement to understand the attribution of their marketing spend across channels.
While our team at The Relevancy Group sits with clients seeking new ESP (Email Service Provider) omnichannel (err that would be cross-channel, multi, omni?) solutions to discover, optimize and remove challenges. Last year The Relevancy Group represnted 18 billion email marketing messages out to bid. Want to do an RFP, talk to us.
When we published The Relevancy Ring – ESP Buyer’s Guide, 2014 we found that unfortunately for some vendors they are still projecting all about us and them, versus just speaking about the the merits of their own business. Read the free excerpt of The Relevancy Ring – ESP Buyers Guide with the free subscription to The Marketer Quarterly. Understand the ESP contenders and leaders, while all were invited in a solid methodology of innovation and invitation – see who is missing. Every vendor paid the same nominal fee to cover data and survey cost – this unlike my previous employer, our approach underscores that for inclusion all pay the same regardless of the grand relationship. We and I always have been objective, did I mentioned I walked out of my previous green screen employer (I’ll save that for the next book), but read the report – it is the most comprehensive research and combined along with Chris Marriott and Nick Einstein we scored different aspects and didn’t know the combined score until we did that.
Some vendors think they do not need outside objective validation, and many are not in touch with their clients. There are some believe that B2C marketing is so special that their company can keep a separate company to solely address B2B marketing. That notion is so curious, in that in so many businesses that I have worked for as well as our current market clients, well this fake wall of a separation of “church and state” seems well – so foreign and reminds me of my 1980′s and that “tear down the wall” quote.
So unless you are Roger Waters – you should never invest in a Wall. And yes for the music folks out there Waters sang and performed in Berlin after _that_ wall came down, for the record with heroes such as Levon Helm and other Band members.
It simply surprises me, the arrogance of some vendors that do not realize that there is a common ground of production, of targeting, the dynamic content tools, the workflow that necessary, the scale and delivery – between B2C and B2B – really you want to make these silos larger by different solutions and brands? Shameful. WOW – you vendor want me to choose which role I play? I am talking to B2B, tomorrow I am talking to B2c, well that might be a nuances, production reality, but really if you separate and make me select two platforms to do this, well then … it isn’t going to work out well in the end. So vendors, don’t ask clients to select a side of the wall. Think back anytime there is a wall or silo between applications and tasks – EVERYDAY VENDORS if that is your dream, I ask you to just think Berlin. Think East and West, Think B2B, B2C, thing of operational empowerment. Then Think ALL MARKETERS ARE CREATED EQUAL
Regardless of your role, it is about your BRANDS client experience and we don’t take off our behavior when we shift from work (business) to consumer and as a marketer. So if you believe that, well then why wouldn’t you need the same tools and if you had to purchase them from two separate companies, well that is just silly.
Integrate and do it eloquently without the promise of tomorrow, but what is actually available today. REST JSON just saying.
Interested in hearing more – well subscribe to this free digital magazine The Marketer Quarterly that will provide insight on how B2B/B2C CMO (Chief Marketing Officer) from the Red Cross deal with and include such separation – hint: see every subscriber regardless of business type attribute as one! Your brand will be better for it!
Don’t settle for legacy and #failed innovation – be equal - Learn more with free research, content and discovery at The Marketer Quarterly
All the best,
I was recently interviewed by DM News, if you missed it, here is a copy.
Q&A: David Daniels, A Renaissance Man
We’ve all heard that email is dead. But David Daniels, CEO and co-founder of marketing education and advisory service provider The Relevancy Group, says email is here to stay. I sat down with Daniels at ExactTarget’s Connections ’13 conference, and discussed which email marketing metrics and trends are here for good.
How would you describe the year of 2013 to 2014?
I would describe it as the renaissance for email. People finally understand that it’s not going away. It’s here to stay. At The Relevancy Group, we like to think about it like our digital fingerprint because we need an email address to pretty much do anything or everything. Are people interacting with email less? No. On the desktop computer maybe. All the things in mobile have really fueled [the renaissance].
Are there any common email practices today that really make you cringe?
There are a number of people that [don't] actually use the data that’s available to them and actually test. There’s so much opportunity out there. In our market research, we do surveys every month. And still, the number of people that use click behaviors as a segmentation attribute—have you clicked, haven’t you clicked—it’s still only about a quarter of marketers who actually use that data…Those are things that make me cringe: Why aren’t more people doing that? The other thing is testing. We still only see about one-third of marketers—and that number is pretty consistent year to year—do even basic A/B testing. I think part of the reason for that is it’s a time and material issue. There’s just not enough hours in the day.
When marketers buy technology, it’s usually best-of-breed. What are the advantages and challenges?
The integration of that data or the time it takes to get that data [is a challenge]. Some of our large retail clients have to go and fill out a statement sheet even before the data gets pulled to say “this is my ROI statement of why I want to see that data out of that repository…” You have to go through all these layers and hoops. That’s about a week before you actually get the data that you think you want. Then when you get it, you might think this isn’t actually the data that I was looking for.
What’s one channel that email complements particularly well today?
It’s certainly social in both directions: Being able to use social as a platform to acquire new email registrants but to also use email as a push channel to say ‘you just bought this, can you go do a product review on our website?’…Consumers again feel like they have a voice and they’re part of that process.
What’s one metric that you think marketers overhype?
Open rates would probably be one of those metrics because it’s flawed. It’s been flawed since email started…Why the open rate doesn’t really matter is because all of the images have to render. Most things are off by default. We know that about 40% of consumers turn images on. Now with the way that people are triaging their email on the mobile devices, that plays into it. It’s a rendering issue. It’s a good indicator if you see your opens drop off. That’s probably an indicator that there’s a deliverability issue. It’s good from that perspective as an alert. As far as a constant measure to look at or to benchmark people on across the industry, it’s a horrible metric…I would focus more on the behavioral things like clicks and click-to-open rates.
This infographic highlights the growth of outsourcing marketing to the cloud as well as marketer priorities and the benefits of outsourcing marketing analytics.