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.
  • Exclusive access to quarterly trend webinars solely for research subscribers
  • 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.

New Webinar Email Acquisition in 2018: An exploration of strategies and tactics to employ

Join us on 10/25/17 at 1PM ET, for this webinar Email Acquisition in 2018: An exploration of strategies and tactics to employ. #WebinarWednesdays

In Q3, The Relevancy Group partnered with CertainSource to conduct research that quantifies the utilization and efficacy of strategies and tactics employed across business verticals to drive growth in 2017, and explores the challenges and opportunities.
Register to learn more about:
• The specific tactics utilized to acquire new email addresses by marketers in a wide variety of business sectors and which have been most effective
• Which data are most important to brands when acquiring new customers and prospects
• The top challenges encountered when growing a database and how top-performing brands and marketers address
• The keys to driving responsible growth and managing risk in today’s dynamic environment

Speakers Include:
• David Daniels, CEO & Founder – The Relevancy Group
• Nicholas Einstein, VP of Research – The Relevancy Group
• Lori Clure, President – CertainSource

Register and get the recording and the research.

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!