Consumer Holiday Expectations Are In

Consumer Holiday Expectations Are In

By David Daniels, CEO and Founder – The Relevancy Group

This week we had our annual Consumer Holiday Behaviors and Attitudes Webinar which was as always was sponsored by Zeta Global. The event was full of data and featured excellent discussion and insight from Zeta’s Tim O’Leary.  You can watch the webinar on demand here.

Some of the interesting findings include:

  • Consumers utilize email every day, 89 percent of them are checking their email daily. Email remains our digital fingerprint and shows no sign of being replaced by other communication modalities.
  • Mobile dominance is increasing. Forty percent of consumers state that their primary email device is their mobile phone and 26 percent state that it is their primary online shipping device. Retailers must ensure that their messages and websites are optimized for mobile viewing.
  • Self-gifting is up year-over-year from $264 in 2017 to $279 in 2018. Retailers should be utilizing BOGO offers and messaging that encourages to be self-indulgent.
  • More consumers intend to shop on Cyber Monday. Eighteen percent report that they are going to do most of their holiday shopping on Cyber Monday which is up about ten percent from last year.
  • Women are more engaged on themed shopping days, nearly half of women state that they will do most of their shopping on Black Friday as opposed to 39 percent of men. Fourteen percent of women say they will do all their holiday shopping on Black Friday.
  • On average consumers will comparison shop across three sites; but 20 percent of consumers state that they don’t do any comparison shopping. On the webinar we discuss the reasons why that is, one of them being the impact of Amazon Prime as increasing spot for buyers to go to.

There are many more findings, tactics, and tips including how to leverage mobile real-time data to improve the customer experience.

Tune in and check out this wonderful webinar.

Wishing you success this holiday season!

All the best,

David

 

Einstein Says: Send Smart!

Screen Shot 2018-11-07 at 10.51.16 AM

Last week, David blogged about our upcoming webinar with Zeta Global during which we’ll be digging into our 2018 consumer survey data and highlighting buying patterns, attitudes, and behaviors. It’s going to be an excellent session – we’ll go deep and wide – but I wanted to take this opportunity to highlight a single data point that all marketers need to be mindful of, especially during the holidays: message frequency.

Many consumers do not appreciate the increased volumes of irrelevant email they receive over the holidays, especially as more consumers engage with their email predominantly through their mobile device. Over half the consumers we surveyed reported that they received messages from brands at too fast a cadence and 36% said that the messages they received were not relevant and thus irritating. Twenty-three percent reported that messages they received on their phones weren’t formatted optimally for the small screen, which is surprising to me and concerning, to say the least.

Tune in next week to get the full picture and our take, but until then, send smart: manage your message cadence carefully and ensure the content you share is engaging and driving positive customer experiences – this holiday more users are going to be on devices and reaching for wallets after they’ve reached for their phone.

Email Marketers Seek To Grow Their Lists by 9.8% in 2018

Email Marketers Seek To Grow Their Lists by 9.8% in 2018

Email subscriber churn continues to remain a top challenge for email Email Marketingmarketers. Driving list growth to gain new addresses and backfill lost subscribers is a necessary priority for marketers. Email marketers’ list growth goals for 2018 is 9.8 percent, down from 11 percent in 2017, and keeping with the 2016 goal of 10 percent.

Email Marketing Acquisition – 2018 Benchmark Report was published in July 2018. The Relevancy Group Benchmark reports review trend analysis of a specific marketing category or tactic. In this instance, email marketing acquisition. These annual reports are part of the TRG’s Research Subscription Service and serve as an excellent resource to benchmark your individual results against the industry.

The research answers these key questions:
• What are email marketer list growth expectations?
• Which email acquisition tactics are marketers investing in?
• Which tactics are necessary to address challenges and ensure audience growth?

Report Excerpt: Email marketing agencies including BrightWave, Inbox Marketer, Merkle, and Trendline have demonstrated the strategy to ensure that acquisition tactics are executed with quality growth in mind. Acquisition is not a trivial task and marketers must work with agencies and should seek acquisition specialists such as CertainSource and Publisher’s Clearing House Media.

The Research: 6 pages, 4 Charts, 1,137 words. Purchase or Subscribe. Part of our Research Subscriber Series.

What to Make of Adobe’s $4.75 Billion Acquisition of Marketo

What to Make of Adobe’s $4.75 Billion Acquisition of Marketo

My first thought is the value. This is a lot of cash to jump into another cloud that is crowded by B2B marketing solutions. But then I think that many of them have yet to integrate such a solution across the marketer and advertiser experience (I am talking to you Oracle).

Below I enumerate why this deal makes sense from my market analyst point of view. To be clear, I am not, nor does The Relevancy Group (TRG) provide a financial analyst perspective. That is, we are not offering investment advice.

1) Adobe is a winner, they have a process to satisfy clients. In our most recent ESP Buyer’s Guide – Enterprise edition they received client satisfaction awards in deliverability support, technical services, and omnichannel marketing. Customers we spoke with had high praise for the Adobe technical teams and remarked that “implementation has been a ten out of ten,” and that they “anticipate [our] needs ahead of time.” Marketo clients you are going to be fine. The company that has a cloud called “experience” respects, embraces this client-oriented culture. The experience will likely be an upgrade for you.

2) Adobe does acquisition and integration better than most. Earlier this year they jumped into the commerce cloud with the $1.7 billion purchase of Magneto in May. This commerce platform is ripe for the Adobe Sensei framework and every element of the Adobe Experience Cloud. Integration is coming. I can’t say what I saw, but I can say it was impressive.

3) It is not about B2B and B2C but is about what B2B is Missing. If you have read my book, seen me speak or just overall – I see everyone as a client and we all have journeys, events, experiences and things that could trigger us. Some like Eloqua and Responsys did an awful job of competing internally as to who had the best automation. I realize there is a true B2B element, I am talking about Account Based Marketing, but this is just a way to say that we are all as an industry moving to individualization. As people, we don’t have different buying or online expectations as a consumer or a business operator. We have the same respect for relevant experiences. Adobe’s win here will be if they can utilize the best aspect of that platform – but the real value upside is to sell all those 5K plus Marketo B2B clients all the other elements in Document, Creative and Experience Clouds. I believe Adobe can do this better, certainly in comparison to Oracle.

4) For the Buyer, This Completes the Adobe Cloud Picture. Adobe can now tick the front office, traditional CRM off the capabilities that they used to rely on partners. They have always done well in Financial Services and industries where capabilities that define Marketo are necessary, but they did so through a tapestry of partners. This will combat vendors such as Oracle when they pitch and throw in their email capabilities (formerly Responsys) for free to sway a deal. Adobe’s more robust offering will have new implications for their partners, some of which that go to market with a blended bag of partners. It will be most interesting on how this is received in their partner and agency channels.

Congratulations to Adobe and Marketo, as stated we believe that this is an upgrade that will benefit Marketo and Adobe clients alike.

Until next time,
David

Benchmarking Email Marketing Acquisition

Benchmarking Email Marketing Acquisition

By David Daniels

Email subscriber churn continues to remain a top challenge for email Email Marketingmarketers. Driving list growth to gain new addresses and backfill lost subscribers is a necessary priority for marketers. Email marketers’ list growth goals for 2018 is 9.8 percent, down from 11 percent in 2017, and keeping with the 2016 goal of 10 percent.

Email Marketing Acquisition – 2018 Benchmark Report was published in July 2018. The Relevancy Group Benchmark reports review trend analysis of a specific marketing category or tactic. In this instance, email marketing acquisition. These annual reports are part of the TRG’s Research Subscription Service and serve as an excellent resource to benchmark your individual results against the industry.

The research answers these key questions:
• What are email marketer list growth expectations?
• Which email acquisition tactics are marketers investing in?
• Which tactics are necessary to address challenges and ensure audience growth?

Report Excerpt: Email marketing agencies including BrightWave, Inbox Marketer, Merkle, and Trendline have demonstrated the strategy to ensure that acquisition tactics are executed with quality growth in mind. Acquisition is not a trivial task and marketers must work with agencies and should seek acquisition specialists such as CertainSource and Publisher’s Clearing House Media.

The Research: 6 pages, 4 Charts, 1,137 words. Purchase or Subscribe. Part of our Research Subscriber Series.

Why Your Email Marketing Deliverability is Suffering

Why Your Email Marketing Deliverability is Suffering
By David Daniels

Imagine you are a telemarketer, a sales rep, a call shark that dials for dollars and smiles on every call. Now imagine in this role that 20 percent of the numbers you dial ends in a tone and a phone call statement that says, “You have reached a number that is no longer in service….”

frustrated marketer

This is the experience most email senders face daily and it has negative impacts on their core business objectives. The issue that most marketers encounter is that many of the email addresses on their list are, in plain speak, garbage. They are no good and there are several reasons for this, fraud, bad actors, bots and well, you must download and read this research piece.

Why? Well, here at The Relevancy Group, we figured out that those that are utilizing verification and multi-method hygiene win with revenue and inbox placement repeatedly.

Don’t believe me? I wrote the paper and conducted the research that was sponsored by Webbula.

Read it now and get the recipe to improve your inbox placement.

Research Subscriber Series – 2018

The Relevancy Group Research Subscriber Series – The 2018 Offering

What is it? An annual subscription to our 2018 research The Relevancy Groupthat includes access to our back catalog of original hypothesis driven research.  The Research Subscriber Series includes our Relevancy Ring Buyer’s Guides, market landscapes, industry specific research and tactical advice that is based on case studies, executive and consumer surveys.  Each report comes with inquiry access to go one-on-one with the analyst(s) that authored and/or contributed to the research. We provide direct access to answers.

Company Wide Access: With an annual subscription to The Research Subscriber Series, you get company wide access to the latest and best thinking from The Relevancy Group (TRG). Topics cover Martech and Adtech strategies and tactics as well as provide detailed survey analysis of thousands of executives and consumers. $15,000.00 Annually.

Benefits of The Research Subscriber Series:

  • Inquiry access to our tenured TRG analysts.
  • Access to back catalog of research.
  • Company wide access to research.
  • Custom analysis of TRG survey data.
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  • Ability to purchase distribution rights to research papers and/or webinar sponsorship.

2018 Research Topics

  • Email Marketing, Customer Experience
  • Everychannel, Omnichannel Marketing
  • Madtech (Martech + Adtech)
  • Customer Data Platforms, Data Management, Data Onboarding (CDP, DMP)
  • Identity Management/Resolution
  • Personalization, Targeting and Retargeting
  • Machine Learning and Artificial Intelligence
  • Mobile
  • Video
  • Social
  • Automation, Campaign Management
  • Data Hygiene and Acquisition
  • Attribution and Analytics

Primary Industries Covered

  • Financial Services
  • Media/Publishing
  • Retail
  • Travel/Hospitality

2018 Report Titles

  • Consumer Email Marketing Trends
  • Consumer Mobile Marketing Trends
  • Consumer Social Marketing Trends
  • State of The Email Marketing Industry 2018
  • Email Marketing Forecast
  • ESP Buyer’s Guide
  • Email Agency Buyer’s Guide
  • Customer Data Platform Buyer’s Guide
  • Identity Management Buyer’s Guide
  • Personalization Machine Learning Buyer’s Guide
  • Analytics Buyer’s Guide
  • Video Platform Buyer’s Guide
  • Digital Agency Buyer’s Guide
  • Madtech Acquisition Trends
  • Email Marketing Acquisition Benchmark
  • State of Retail Marketing
  • State of Financial Services Marketing
  • State of Media/Publishing Marketing
  • State of Travel/Hospitality Marketing
  • Martech Innovators
  • Adtech Innovators
  • Mobile Apps Benchmark
  • State of Digital Video Advertising
  • State of Identity Management
  • People Based Marketing Benchmark
  • Everychannel Attribution, End of The Last Click
  • Advertising Trends in 2018
  • Social Marketing Innovators   *Titles subject to change

Who are the authors? The Relevancy Group is proud to have the most tenured research staff of any analyst/research firm in the industry. They are the best from Forrester Research, Jupiter Research, The IAB, NPD Group, eMarketer and App Annie. 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? $15,000 for 28 reports which is a 15% discount from buying them on a one off basis.  This provides enterprise level access, and is 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.

Subscribe today, contact us  or call 877.962.6886 for additional information.