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

, $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!

New Webinar – Best Practices For Email Marketing in the Mobile Age

Free Webinar on The Best Practices Fro Email Marketing in the Mobile Age

Branch, The Relevancy GroupJoin The Relevancy Group and Branch to discuss the major findings from a recent executive marketer survey on mobile marketing and learn the best practices to optimize email marketing for the app-addicted consumer.

September 29th at 11:00 PDT and 2 EDT, Register for the webinar. We’ll be recording it just in case you miss it.

In this webinar, you’ll learn:
Which marketing channels deliver the best bottom-line results for various verticals
How to overcome the biggest challenges for developing a cross-channel marketing strategy, such as email-to-app attribution that integrates email marketing with app marketing
The implications from a broken mobile user experience and single-channel mobile marketing strategy
The best practices to optimize email marketing with deep linking to improve consumer experience and maximize revenue opportunities
Hear the about the research from the architects of the hypothesis, David Daniels CEO and Nick Einstein VP of Research from The Relevancy Group. Along with Eric Stein, CRO at from Branch, you will get the research, the ROI proof and the best case studies to help every marketer optimize their email and mobile app experience. Join us to hear solutions to address one of the top challenges for digital marketers today. Growing app utilization!

Register today!

The Relevancy Ring – Email Agency Buyer’s Guide 2016

The Relevancy Ring, Email Agency Buyer’s Guide 2016

Written by David Daniels, Nick Einstein, Peggy Reinders
TRR-Email Agency GuideEmail Marketing Agency, Buyer’s Guide, ESP, Vendor Selection, Agency
About: Published September 2016. Our 2016 Email Agency Buyer’s Guide, analyzes seven email marketing agencies that include: BrightWave, Epsilon, Inbox Marketer, Merkle, Trendline Interactive, WhatCounts and Zeta/Acxiom Impact. All were evaluated over 4 months using our patent pending Relevancy Ring methodology.

We answer these key questions:

– What are the marketer’s top considerations when selecting an email marketing agency?
– What are the average services hourly rates and how do they compare to ESP (Email Service Provider) services prices?
– Which agencies have the highest customer satisfaction and are most qualified to meet marketer demands?

Report Excerpt: Some marketers are turning to agencies for help, many more will hire these companies in the coming 12 months. Most marketers cite industry expertise and always-on client support in their email marketing agency selection criteria. The need to harness disparate and real-time data also top marketer tactics and aspirations. These findings further underscore the need for outside experts that can implement the latest data-driven strategies. An excerpt including vendor profiles can be found in issue 11 of The Marketer Quarterly. Free registration required.

The Research: 25 pages, 12 Charts, 8,831 words. Part of our Research Subscriber Series.

Item: TRGSS0516 | Email Marketing Research

Learn More

The Relevancy Group Research Subscriber Series

The Relevancy Group Research Subscriber Series provides an affordable way for businesses to purchase a subscription to a bundle of new market research reports.  These bundles provide a substantial (28%) discount of what it would cost to purchase these reports individually.

These original reports feature new data and research from our principal analysts and senior staff members.   The research covers three distinct coverage areas and includes inquiry time with the analyst authors.

Email MarketingEverychannel Marketing/Email Marketing

Lead by tenured industry analyst and Relevancy Group CEO David Daniels. Topics covered include: Email Marketing, Data Integration, Data Hubs, Data Hygiene, Services and Agencies, Real-time Data, Multi-channel Marketing, Database Marketing, Direct Marketing, Martech, Recommendation, Machine Learning, Customer Experience.

Identity MarketingIdentity Management

Lead by tenured advertising and marketing expert and Relevancy Group Principal Analyst Peggy Reinders. Topics covered include: Identity Management, MadTech (Adtech meets Martech), DMPs (Data Management Platforms), Display Targeting, People Based Marketing, Recommendation Engines, Customer Experience, Advertising, Programmatic, DSP (Demand Side Platform)

Social MarketingSocial Marketing

Lead by tenured marketer, business leader, digital anthropologist, and Relevancy Group VP of Research and Principal Analyst Nick Einstein.  Topics covered include: Social Marketing, Social Publishing, Customer Experience, Social Listening, Closed Network Targeting, Marketing Attribution and Analytics, Real-time Data, Mobile Readiness

Subscribe Early and Enjoy A Massive Discount

The 2016 Research Subscriber Series features 20 reports that include shorter Trends and Tactics Reports, longer Benchmark Reports, as well as the most comprehensive Relevancy Ring Buyer’s Guide Reports.  The individual price for these reports range from $499.00 to $2495.00 but charter members to the Research Subscriber Series get the 20 reports across all three coverage areas for a $20,000.00 annual subscription.  Contact us for a complete research agenda and custom pricing to purchase just two coverage areas.

2016 Research In The Subscriber Series Includes the Following:

Recapping The Adexchanger Programmatic I/O

by Peggy Reinders, Principal Analyst – The Relevancy Group

programmaticioJohn Ebbert and his team did it again. The Adexchanger Programmatic I/O last week was a fantastic event. This time it was in my hometown of San Francisco.

I’ve known John for about 6 years, dating back to my days at General Mills. I was fortunate to have attended the first 4 Programmatic I/O events as well as the first Industry Preview event when John was getting them off the ground. From the first Programmatic I/O at the New York Historical Society to the most recent at the Westin St. Frances in San Francisco, one thing that stands out is John’s ability to compile fantastic content.

More often than not, after attending a conference, I walk away feeling like I didn’t learn anything new. “Same old-same old. Why do I even attend these shows….”

John has a unique ability to get good people to speak about engaging and cutting edge topics. This rang true at the San Francisco event. We heard about Programmatic TV, header bidding, programmaticio2and political digital marketing. He even had a Professor from Stanford that provided an academic approach to designing online marketplaces. Instead of getting George Clooney or the cast of Silicon Valley to draw people in, John has a way of drawing in real people with interesting content. Not many conferences can claim that. As someone who’s programmed conferences before, it’s not an easy task to pull in compelling speakers with compelling content! John has a gift for doing so. And if you’ve met him, you’ll understand why. He’s a genuine, honest, down-to-earth, and simply good guy.

In the spirit of learning new things, here’s what I found to be interesting at #PROGIO.

1. Netflix is a testing machine! They use a conversion model for attribution, which estimates the incremental value of a marketing impression in causing a conversion. Using incrementality-based algorithms, they optimize based on the probability that I signed up with an ad vs. without. This is a model they developed themselves.
2. Ad fraud should be re-named invalid traffic! Moat, a company that helps measure view ability, does not use the term fraud because fraud is associated with criminal activity, which can be confusing and scary for marketers. Moat looks at valid traffic as traffic delivered to a human. So the opposite is true- any traffic delivered to a non-human or bot should be called invalid traffic. Not a bad idea!
3. Facebook Atlas is still alive! I’ve read countless articles about the demise of the Atlas product. I was happy to hear Facebook present their perspective. According to Facebook, they built Atlas features for where the world is going, not where the world is today. Given that people-based marketing is still coming to fruition, the market timing may be a little off for such an advanced tool. Reminds me of DoubleClick Boomerang, the early version of retargeting that never made it off the ground due to privacy concerns.
4. Deloitte Disappointment! I had high hopes for the fireside chat with Andy Main, CEO of Deloitte Digital. Deloitte, Bain, Accenture and other big time consulting firms have been making the move towards digital marketing services. These firms have long standing partnerships with Oracle, Salesforce, and the other big cloud players, which makes the move disruptive to the industry, agencies in particular. After listening to Andy, I wasn’t sure what made Deloitte Digital such a great consulting company to work with. I came away putting them in my bucket of creative agency shops due to an acquisition they made. He had the chance to wow the audience with Deloitte’s key differentiators. Didn’t happen!

Until next time!

How to Calculate Email Subscriber Value

email valueIn recent Relevancy Group survey we found that just 30% of email marketers surveyed knew the value of their email subscribers/value of their address.  This is a critical metric for any email marketer to know. Why?  It is necessary for a few reasons.

  1. Bench-marking your progress to industry peers.  The DMA has stated that for each dollar spent on email it delivers about a $40 dollar return.  Understanding email subscriber value will help you determine which subscribers are profitable and driving revenue and which might require more engagement.
  2. Acquisition costs.  It is impossible to know which acquisitions are performing best without understanding the costs that those sources are having on the potential value they drive.
  3. It is your currency.  The third and most important reason to know the value of your email subscribers is that this number is your currency to gain more budget dollars.  No doubt the valuation will get your coworkers and bosses attention and is an important proof point to the ROI (Return on Investment) of your efforts.

Email Value CalculatorHow to approach determine subscriber value?  There are several ways, the most basic is understanding the cost that it took you to acquire them – they are at least worth that much.  The other is to divide revenue into your active email subscribers, those that are engaged over a specific period of time.  But that too can be rather general.   What we’d suggest is downloading our Email Valuation Calculator that we developed in partnership with The Email Experience Council.  Download the Email Valuation Calculator for free with registration, which was featured in the book ‘Email Marketing an Hour a Day.’

We’d love to hear your progress, talk back to us here or on Twitter with me @emaildaniels or with our research team @relevancygroup. Subscribe to our email newsletter.