Webinar on Consumer Email Marketing Behaviors

Webinar: Handle with Care: Consumer Email Marketing Behaviors

Join The Relevancy Group’s CEO & Founder David Daniels and VP of Research Nicholas Einstein on 2/22 at 1PM when they will take you through this latest research.

We wilWebinar Wednesdaysl Answer these key questions and more:
– Is email still a pervasive communication tool and if so are millennials utilizing it?
– On which devices is email consumed?
– What are the primary concerns for consumers when getting email marketing messages?
– What drives email marketing subscriptions and how many brands do consumers subscribe to?

We’ll talk relevance and what consumers love and hate about the email inbox and email marketing messages. This webinar is based upon new research from The Relevancy Group. Register today and get a copy of the webinar recording which contains new consumer data.

handle-with-care-email-consumer-behaviors

We Love Email

America Loves Email

In our recent research “Handle with Care: Consumer Email Marketing Behaviors” we found that US consumers across age groups love email and almost all of us use email daily.Heart shaped candies for Valentines Day

Join our free webinar on 2/22 at 1PM ET when we will present and discuss this research.  In the meantime, here is an excerpt of the report that demonstrates Americas affection for email.

America is Hooked on Email

The Relevancy Group surveyed 1,000 consumers in October 2016 and found that 93 percent of US consumers check their email daily with most accessing it multiple times days (Figure 1). Nearly a quarter of consumers are engaged with their email hourly or more frequently. There is little to no difference in email usage by gender or by age: everyone uses email (Figure 2). The notion that millennials (ages 18-34) do not utilize email is patently false. Data proves that email is not dying or being replaced. Email remains our digital fingerprint and is necessary to communicate, transact, bank and join any online community. It is doubtful that Bank of America will ever allow people to authenticate their account with a Snapchat handle. Email is here to stay. Email marketers should celebrate the fervent use of email, while approaching the channel with relevance since adoption breeds message overload.

TRG Research

Spread The Love

Spread the Love

By Peggy Reinders – Principal Analyst

Sweet Talk

It’s Valentine’s Day! The Holiday that I’m convinced was created by Hallmark way back when to sell more cards. Men and women everywhere will take time today to express their love to one another. Whether through red roses, heart shaped boxes of candy, Valentine’s cards at school, or the little boxes of conversation hearts, we all join in the celebration of love (or at least we should, if we know what’s good for our relationships). 😉

In the spirit of conversation hearts, I decided to share today what I love about our latest report findings from The Relevancy Group – “The Emergence of Madtech in 2017: How DMPs Enable People-Based Marketing”.

Be Mine –  Martech Be Mine. For the first time, we see early signs that using an Identity Management solution or a DMP can enhance marketing results (ie. email CTRs are higher). DMP and Identity Management results are usually tied to advertising or offline sales. This is a first, where we see results tied to Martech!

Valentine candy hearts with "Friend Me" saying

The Relevancy Group found that 15 percent of those who had implemented a DMP or identity management solution had higher email CTR than those that didn’t implement a DMP. On the other hand, only 11 percent of marketers who had used CRM data saw such results. In the 24 percent or greater email CTR segment, nearly 9 percent of users of DMPs and identity management solutions achieved that level as opposed to only 6 percent of the total.

As Marketers move beyond CRM data to DMPs and Identity Management solutions, we would expect to see results like this continue. In other words, as the Adtech and Martech relationship keeps growing, we would hope to see red roses on Valentine’s Day, but not a marriage proposal yet.

• Me and You –  Me, the Marketer, has heard a lot from you, the vendor, on why I need a DMP or Identity Management solution. But do you really understand me? Do you know my unique business challenges?

The Relevancy Group found that lack of education is affecting pace of adoption of DMPs and Identity Management solutions. Marketers need to build strong business cases to overcome challenges such as privacy concerns or lack of data centralization (both challenges preventing utilization of data across channels). In many cases, the potential of these types of technologies are already beyond the Marketer’s understanding.

So where’s the love from vendors to educate and help Marketers build these business cases? Do vendors understand that each Marketer may have a business case unique to their organization instead of a one size fits all approach? In other words, treat me like the unique organization I am. Buy me red tulips instead of roses, because roses don’t work for me.

Whatever type of relationship you’re in- Marketer or Vendor- I encourage you to share results with others and help build business cases. Do what you can to help our industry continue to move forward. In the spirit of Valentine’s Day, spread the love.

Research Subscriber Series – 2017

The Relevancy Group Research Subscriber Series – The 2017 Offering

What is it? An annual subscription to our 2017 research The Relevancy Groupthat includes access to our back catalog of original hypothesis driven research.  Each coverage area will produce 12 original reports in 2017, which should not be confused with our sponsored research which is available for free with registration.  The Research Subscriber Series includes our Relevancy Ring Buyer’s Guides, market landscapes and tactical advice that is based on executive and consumer surveys as well as case studies.  Each report comes with 30 minutes of inquiry time allowing to go one-on-one with the analyst that authored and/or contributed to the research. We provide direct access to answers.

Who are the authors? The Relevancy Group is proud to have the most tenured research staff of any analyst/research firm in the industry. All of our analysts have at least 15 years of experience in their coverage area as a practitioner, industry analyst – or both. Learn more about our team.

What does it cost? Each coverage area is available for $5,000.00 which includes 12 new reports a year plus access to previous Research Subscriber Series from that coverage area. Purchase all three coverage areas and get 32 original research reports and analyst access for $15,000.00 dollars. This is a tremendous discount to purchasing our research on a one-off basis and a fantastic value for any organization seeking the latest analysis. As a former Jupiter Research and Forrester Research executive I also know it is the most affordable comprehensive apporach to delivering the best original research with the most tenured staff.

What are the coverage areas?  There are three distinct coverage areas, yet our analysts do collaborate to ensure that we have a consistent understanding of these disparate topics. The coverage area and research topics for each are as follows:

  • Email/Everychannel Marketing
  • Madtech, the marriage of Martech and Adtech
  • Social Marketing and Publishing

Email MarketingEmail/Everychannel Marketing 2017 Report List            *report titles subject to change

ORDER YOUR SUBSCRIPTION HERE, $5,000.00 Annually | Questions about this offering – ask us!

Get a  free example of a report from 2016 – ask us!

Report Title Month
Consumer Marketing Trends January
TRR ESP Buyers Guide 2017 February
State of Email Industry 2017 March
Email Acquisition Tactics April
Fast Marketing: A Real-Time Data Case Study May
Email Hygiene Vendor Landscape June
Best Practices Round-up 2017 July
2017 Martech Innovators August
TRR Email Agency Buyer’s Guide 2017 September
Machine Learning in Email Marketing October
Holiday Email Marketing Guide November
Adaptive Content Case Studies December


ORDER YOUR SUBSCRIPTION HERE
, $5,000.00 Annually | Questions about this offering – ask us!
Madtech (Martech+Adtech) 2017 Report List *report titles subject to change Identity Marketing       

Get a  free example of a report from 2016 – ask us!

 

Report Title Month
Emergence of Madtech 2017: How DMPs are Enabling People-Based Marketing January
Programmatic Advertising Trends in 2017 February
Mobile Identity Resolution March
People Based Marketing Trends 2017 April
Madtech, DMP Buyer’s Guide 2017 May
State of Identity Management 2017 June
Video Advertising Trends July
Madtech Services Landscape –  Best Practices to Selecting an Agency August
2017 Madtech Vendor Innovators September
Madtech Data – How First Party Data is Being Utilized October
Consumer Advertising Trends November
Beyond The Walled Garden – Growing a New Farm December

ORDER YOUR SUBSCRIPTION HERE, $5,000.00 Annually | Questions about this offering – ask us!Social Marketing and Publishing 2017 Report List *report titles subject to changeSocial Marketing     

Get a  free example of a report from 2016 – ask us!

 

Report Title Month
All About Attribution January
Consumer Social Trends February
Social Acquisition Advertising March
Snapchat – Marketing Guide & Tactics April
Facebook – Marketing Guide & Tactics May
Video Marketing Trends June
2017 Social Vendor Innovators July
Mobile App Marketing August
Social Publishing Landscape September
Customer Experience – Social Listening  Case Study October
Social Marketing Amid Fake News November
The New Paper – Social Publishing Case Study December

ORDER ALL THREE COVERAGE AREAS $15,000.00 annual subscription *report titles subject to change | Questions about this offering – ask us!

Webinar Wednesdays from The Relevancy Group – 2017

Join The Relevancy Group every Wednesday for a free webinar on the latest marketing topics. Webinar WednesdaysRegister for all events so that you can hear the recording later.  Many of our webinars come with a research white paper as well.  All Webinar Wednesdays start at 1:00 PM ET. Register for these upcoming webinars.

1/25 – The Value of Adaptive Content: Tactics to Optimize Email Marketing. Join this free webinar with The Relevancy Group’s David Daniels and PowerInbox’s Jeff Kupietzky present new data on the value of adaptive content. You will learn: New data on email marketing trends, Details on contextual marketing, Value and ROI models when implementing contextual marketing and more.

2/1 – The Future of Relevance and it’s Impact on Attribution Trends.  Join this free webinar with The Relevancy Group’s David Daniels and Nicholas Einstein as well as Zeta Global‘s John Polcari. We will dicuss two of the latest research white papers which will also be sent to all registratiants.  We will discuss segmentation tactics, the rise of People-based Marketing and it means for data management and attribution. This will be a tactic rich discussion.

The Relevancy Group’s 2017 Marketing Predictions

The Relevancy Group’s 2017 Marketing Predictions

It is that time of year again, to focus in on what we at The Relevancy Group think marketers will be doing in 2017.  In no particular order we believe the following will be capturing the marketers’ attention.

  1. Mobile Drives Real-time Data and Location Utilization. One-third of marketers 2017 jahrtold us that utilizing real-time data was a top priority for them in 2016. We witnessed that adoption rise through the adoption of adaptive content vendors such as Power Inbox, Movable Ink, LiveClicker and the like. The mass utilization of mobile phones will also increase marketer’s application of real-time data such as location.  Sixty-two percent of US consumers are on their mobile phone every 3 hours or more frequently and overall one-third of consumers state their phone is their primary email device.  Utilization of location data to target marketing will increase in 2017.  Additionally email marketers will increase their utilization of universal linking to mobile apps via solutions such as Branch.
  2. Increased Utilization of AI and Machine Learning. Marketers will began to embrace and hug the machines. Artificial Intelligence (AI) is impacting personalization, with solutions that are leveraging customer behaviors to learn from them and predict the new best offers to present to customers.  In a Relevancy Group executive survey we found that 38% of marketers were already utilizing such machine driven Martech and another 33% stated that they plan to implement it in 2017.  We expect marketers to become more efficient and effective through the utilization of machine driven learning.
  3. The Rise of Madtech and People Based Marketing. At The Relevancy Group we refer to the collision of Martech and Adtech, Madtech. This allows for CRM-customer data to be utilized in advertising efforts to identify individuals across channels, and also taken anonymous unknown online profiles and make them known individuals.  This will give rise to People Based Marketing, the ability to effectively target consumers online and as an individual which will make online display advertising more effective and efficient.  In our 2016 research we were able to prove that marketers that were practicing People Based Marketing had double the online revenue than those that were not doing this.  We expect to see more rapid adoption of these Madtech tactics and strategies in 2017.
  4. Greater Use of Attribution and Flattening of Silos. One of the top five 2016 email marketer priorities was to increase the utilization of analytics and attribution. We believe that marketers will increase their utilization of attribution which will in part be driven by the utilization of Madtech and People Based Marketing.  Attribution will not only improve the accurate measurement of marketing programs but can also be an instrument to flatten the siloed marketing department. The majority of marketers’ state that their marketing department operates with no common goals and that channels operate independently.  We expect marketing organizations will begin to break down silos to deliver a consistent customer experience in the era of Madtech and People Based Marketing.

If you’d like to hear more of what The Relevancy Group’s CEO David Daniels has to say about 2016 and his 2017 predictions in greater detail listen to Episode 10 of Email Marketing Grave’s Podcast.

Wishing you Happy Holidays and all the best for 2017.

Best,

david

 

 

The Best of 2016 Featured in Issue 12 of The Marketer Quarterly

The Best of 2016 Featured in Issue 12 of The Marketer Quarterly

In Issue 12 of The Marketer Quarterly we announce the 2016 Marketer Quarterly award mq12-cover-121016-finalwinners.  You’ll see the best from 21 brands and learn the tactics and creative that earned them a Marketer Quarterly Email Marketing Award.

Also in this issue we ride along the CMO of Taco Bell, get the latest from Starwood and Marriott on the merger of their loyalty programs.  You’ll also hear from Wrangler, the DMA, the MMA and many others as they share their marketing best practices.

Get The Marketer Quarterly for free with regirstration or via the MQ App.

Here is the complete list of 2016 Marketer Quarterly Email Award Winners. Congratulations to all of the winners.

Category Title Company/Brand Name ESP (Email Service Provider) Marketing/Advertising Agency Other Partners/Agency
Best Subject Line Asda Selligent BJL Return Path
Best Welcome Email – Association AARP Salesforce Marketing Cloud Trendline Interactive
Best Welcome Email – Travel Airbnb Responsys Trendline Interactive
Best Use Triggered Email – Telecomm Comcast Business Eloqua Trendline Interactive
Best Welcome Email – Consumer Products Wacom Mail Chimp Trendline Interactive
Best Offer – Travel Hipmunk Salesforce Marketing Cloud Movable Ink
Best Use of Social Marketing in Email Gap, Inc. Salesforce Marketing Cloud Movable Ink, Olapic
Most Innovative Email – Travel HotelTonight ExactTarget Shaw + Scott Movable Ink
Most Innovative Email – Entertainment Palace Sports & Entertainment (Detroit Pistons) Marketo Litmus, Movable Ink
Best Offer – Retail Ann Inc. Experian Marketing Services
Best Newsletter – Association AARP Salesforce Marketing Cloud Trendline Interactive
BestTriggered Email – Retail Zulily Selligent
Best Offer – Consumer Products ServiceMaster/Terminix Experian Marketing Services Epsilon
Best Newsletter – Business Services FedEx Salesforce Marketing Cloud Epsilon Hanley Wood, Inferno
Best Welcome Email – Grocery Whole Foods Market 365 Epsilon Whole Foods Market 365
Best Newsletter – Consumer Products Quaker Oats Zeta Global Zeta Acxiom Impact The Marketing Arm, Organic, Vayner
Best Welcome Email – Beauty Garnier Zeta Global Zeta Acxiom Impact
Best Offer – Beauty Garnier Zeta Global Zeta Acxiom Impact
Best Welcome Email – Retail Dormify Dotmailer
Best Cross-Channel Campaign Hewlett Packard Salesforce Marketing Cloud Zeta Acxiom Impact
Best Social Marketing Campaign HBO N/A Merkle Facebook