MQ 21: ESP Buyer’s Guide, Visa, ANGI Services CMO & More

MQ21-cover-042519.jpgOur 21st issue of the Marketer Quarterly is now live!

The issue features an excerpt from our 2019 ESP Buyer’s Guide, which profiles many of the leading ESPs in the industry.

The issue also includes A Day in the Life of ANGI Services Allison Lowry and an interview with Boarding Pass NYC’s Mike Arnot.

Explore Visa’s new digital effort empowering women and how the United Way is using shocking imagery to grab attention and increase graduation rates.

The issue is free with registration.

The Relevancy Group releases the ESP Email Marketing Buyer’s Guide

TRR ESP Buyer's Guide 2019The Relevancy Group releases the ESP Email Marketing Buyer’s Guide

Findings uncover a new era in marketer expectations for ESP’s

BOSTON – April 24, 2019 – PRLog — The Relevancy Group, a leading market research and advisory firm, today released “The Relevancy Ring – ESP Buyer’s Guide 2019, Enterprise Edition.” The Relevancy Ring offers a quantifiable measurement of nine leading enterprise-class Email/Everychannel Service Providers (ESPs) across three key themes most important to enterprise marketers. These are: Automation, Analysis/Attribution, and Real-time data.

The report combines data from a February 2019 executive survey of 406 email marketers and documented ESP demos related to three key themes. Additionally, the report contains information from vendor questionnaires, two-decades of TRG’s knowledge of the providers in this sector, one-on-one phone interviews with several of the marketers who use these tools and satisfaction data.

The findings indicate that the ESP industry is undergoing a significant shift in purpose and power. Evolving from Email Service Provider to Everychannel Provider, these solutions are now responsible for helping Companies achieve their five key priorities which the report found to be:

· Improving segmentation and targeting
· Utilize real-time data and streaming signals to automate targeting with AI
· Greater use of analytics to optimize our communications
· Improving response attribution
· Centralizing our customer data and making it actionable

“As demands to offer relevant customer experiences increase so does the volume and velocity of data, the need for providers to offer technology and expertise is not a nice to have, it is a must-have”, said David Daniels, CEO, Founder of The Relevancy Group. “Our sixth annual ESP Buyer’s guide dives deep into the offerings of the top nine leading Companies in this industry and matches their offering against client needs, concerns, and demands.”

There are some eye-opening insights including the revelation that some enterprise marketers are turning to hybrid ESPs and programmatic custom solutions, that enable every ESP and marketer to get a deeper understanding of where this industry is going. Additional findings delve into topics covering:

· The critical attributes Enterprise Marketers use to choose an ESP
· The impact of industry expertise in ESP selection
· The top ESP infrastructure features that drive purchase decisions
· Features and investments that make ESP’s valuable.

This new research evaluates nine enterprise EPSs (Email/Everychannel Service Providers) including Adobe, Bluecore, Cheetah Digital, iPost, MessageGears, Salesforce Marketing Cloud, Selligent Marketing Cloud, and Zeta Global. The Relevancy Group will host a free webinar on May 1, 1:00 EST which will cover highlights from the report, including market trends, marketer aspirations, challenges, and the most important features as well as considerations when selecting an ESP. You can register for the webinar here:https://register.gotowebinar.com/register/7591405808981150466?source=PR

The Relevancy Ring – ESP Buyer’s Guide, 2019 Enterprise Edition is available for purchase at $2495.00 and is included in The Relevancy Group’s Relevancy.AI Research Subscriber Series.

An excerpt of the research is also included in the forthcoming issue 21 of The Marketer Quarterly, the digital magazine, and app for marketers by marketers. Register to get a free subscription to The Marketer Quarterly online or via the MQ app for any iOS, Android, and Amazon.

Contact
[email protected]

The Email Marketing Automation Imperative – 2019

TRG AutomationThe Email Marketing Automation Imperative – 2019

Written by David Daniels and Nicholas EinsteinEmail Marketing, Executive Survey, Email Marketing, Everychannel Marketing, Triggered Mailings, Segmentation, Data Capabilities, Targeting, Artificial Intelligence, Real-Time Data

About: Published on 3/26/19, The Relevancy Group analyzes the utilization of automation in email marketing. This research covers the adoption of basic email triggering but we focus on how automation can leverage real-time data to deliver relevant experiences, stream-based segmentation. Individuals desire personalized communications and we investigate how automation can be utilized to create efficiencies and deliver higher revenue.

Key Questions:

• How are marketers embracing email automation?
• How does email automation transcend triggered mailings in 2019?
• What role does real-time data have in automation and does such an approach make a difference?

Report Excerpt: Automation Transcends Triggered Messages as More Email Marketers Turn to Site Targeting
Email Automation is more than simply triggering an email based on customer behavior or system action. Many ESPs have advanced to deliver solutions that leverage real-time data to personalize the customer experience at the individual level (see “The Relevancy Ring – ESP Buyer’s Guide 2018, Enterprise Edition”). Given these solution enhancements, marketers must think about email automation more broadly. Data indicates that they are. When asked about their top email marketing tactics, targeting email subscribers with online advertising was number two on their list. More than one-third of email marketers stated they are leveraging website behavior for targeting.

The Research: 7 pages, 4 graphics, 1809 words. Part of our Research Subscriber Series, Subscribe and Save | TRGRAI0819

The Relevancy Group Releases New Research on AI and Device Marketing

The Relevancy Group releases new Research Report covering AI

Finding include 87% of marketers reallocate time saved by using AI to drive growth

BOSTONApril 4, 2019PRLog — Today, The Relevancy Group, a leading research and advisory firm released it’s latest research titled “Device Marketing: The impact of IoT, AI and AR on Marketing in 2019.” The report delves into the origins of using the Internet of Things (IoT) for to market to consumers, the evolution of this trends and the realities of the consolidation of device-marketing today.

David Daniels, Founder and CEO of The Relevancy Group said “Artificial Intelligence and the Internet of Things have been in the media frequently over the past few years. With our new research we dig into the use of the IoT, AI and AR, but go beyond usage to identify how Marketers are using these tools to crate time and process efficiencies to improve other areas of their business. I’m excited about the fresh approach this research offers.”

The research shows that the adoption of AI not only directly improves performance and the customer experience, but it also opens the door for reallocation of resources to improve other areas of performance as well. Some insights shared in the report include:

·     When marketers were asked If they could save time by eliminating the manual processes (content selection, HTML development, proof testing, etc.) from the email operations by introducing AI, 87 percent said they would allocate their free time by prioritizing program planning expansion and strategy.

·     The second priority for marketers using time savings from AI implementation is to create “a plan to focus more on data analysis.”

·     The third priority that marketers said they would focus on, is subject line optimization.

·     Segment refinement and list cleaning came in at a close fourth.

The full report can be purchased at http://www.relevancygroup.com/shop/device-marketing-the-impact-of-iot-ai-and-ar-on-marketing-in-2019

About The Relevancy Group:www.relevancygroup.com

Founded in 2010 and led by tenured industry analyst and marketer David Daniels, The Relevancy Group (TRG) provides market research and advisory services. Our tenured team are trusted advisors to leading technology vendors and familiar brands. The Relevancy Group delivers a series of original research, custom research, lead generation and advisory services. Our Relevancy Ring Buyer’s guides are highly sought after and have been proven to help marketers and vendors alike. We also publish the digital magazine for marketers by marketers, The Marketer Quarterly (http://www.marketerquarterly.com/). Free with registration online, and through the MQ apps (http://www.marketerquarterly.com/blog/introducing-the-marketer-quarterly-apps)on iTunes, Google Play and Amazon. Follow @TMQ_Magazine (https://twitter.com/TMQ_Magazine)

Contact
Jeanniey Mullen
***@relevancygroup.com

Ansira acquires BrightWave

Ansira + BrightWaveAnsira acquires BrightWave

For 100 years Ansira has empowered relationship and channel marketers to deliver outstanding customer experiences. With decades of full-service agency experience, they deliver CRM, loyalty and vertically focused marketing automation solutions. Today they announced their acquisition of BrightWave, which will enrich their offering with email marketing and eCRM services expertise.

This acquisition changes BrightWave’s competitive set and extends their capabilities to deliver services in other channels such as print/direct marketing and scales their services resources to over 800 employees. BrightWave will continue to operate independently as its own brand but will enjoy faster scale and growth as a part of Ansira which is backed by Advent International, one of the most respected private equity investors.

It is important to recognize that this deal is all about email and the growth of that channel and BrightWave’s success growing their business and their event EiQ. This acquisition provides Ansira with the all-important email marketing services and provides them with access to the most effective and profitable marketing channel, email. The adoption of email marketing services has reached critical mass. The Relevancy Group February 2019 survey of 360 enterprise email marketers finds that up to 75 percent are utilizing some type of email services and that on average 40 percent are utilizing a dedicated email marketing agency – not their ESP – to deliver those services.

We congratulate Ansira and BrightWave, and we are excited to see how these two leaders integrate and continue to satisfy clients. We believe this signals a new email-focused agency roll-up that will be a trend within the martech sector in 2019.

Relevancy Group subscribers reach out to us at [email protected] to see what this means for your business and the industry.

Until next time,
David

New Research from The Relevancy Group

The Relevancy Group recently released two new research reports that export consumer behavior and attitudes. This research is part of our Relevancy.AI Research Subscription. Learn more about becoming a subscriber.

How Consumers Buy: Online Shopping Behaviors and Attitudes 

About: Published on 2/15/19, we investigate how consumers buy online. It explores which channels motivates consumers to buy.

Key Questions:
• What is the state of online spending?
• How do consumers select the online brands that they purchase from?
• How does email marketing aid and influence online spending?
• Which marketing channels provide the greatest influence on consumer spending?

 

Consumer Inbox Trends: ISP Utilization and Behaviors

About: Published on 2/1/19, we examine consumer email inbox providers and ISP usage. The research reviews email inbox usage by age and mandates advice for marketers to improve deliverability and engagement.

Key Questions:
• What drives consumers to switch inbox providers?
• Which inbox providers are consumers utilizing?
• What demographic patterns exist in ISP and email utilization?

 

Upcoming Webinars: Insight On Demand

Webinar WednesdaysThe Relevancy Group is ringing in the new year with new webinars and research.  We have already delivered two webinars which can be viewed at any time on our on-demand webinar site, WebinarWednesdays.Online

Join us for these upcoming live webinars and get the research papers associated with them.

Feb 6, 2019 – 2019 Marketing Trends – The Rise of Individualization, Sponsored by Zeta Global | Join The Relevancy Group and Zeta Global at 2 PM ET, while we discuss our latest research, 2019 Marketing Trends – The Rise of Individualization. The webinar will cover the following topics – How email will continue to dominate other communication modalities – The role of identity management in driving individualized experiences. – How real-time data and AI will accelerate marketing optimization in 2019. Speakers include:

  • David Daniels – CEO & Founder, The Relevancy Group
  • Nicholas Einstein – Chief Research Officer, The Relevancy Group
  • Michael Lewis – Group VP, Zeta Global

Register and get a copy of the webinar recording and research paper.

Feb 13, 2019 – Making the Case for an Email Marketing Agency Partner, Sponsored by Trendline Interactive | Published in January 2018, The Relevancy Group explores how email marketers are developing their marketing campaigns in-house and we investigate the benefits of utilizing an email marketing agency. The Relevancy Group in collaboration with Response:AI reveals how marketers are prioritizing investments in outside specialized expertise.

Speakers Include:
David Daniels – CEO & Founder, The Relevancy Group
Nicholas Einstein – Chief Research Officer, The Relevancy Group
Morgan Stewart – CEO & Co-Founder, Trendline Interactive

Register and get a copy of the webinar recording and research paper.

Feb 20, 2019 Reaching Subscribers Beyond the Inbox – Bridging the Gap Between Offline and Online Data, Sponsored by LiveRamp | During this sixty minute session sponsored by LiveRamp, principals from The Relevancy Group will be joined by LiveRamp’s Managing Director of New Verticals to dig into how marketers are currently leveraging customer data and explore the opportunities presenting themselves in 2019.

Speakers Include:

  • David Daniels – CEO & Founder, The Relevancy Group
  • Nicholas Einstein – Chief Research Officer, The Relevancy Group
  • Kevin Dunn – Managing Director, New Verticals, LiveRamp

Register and get a copy of the webinar recording and research paper.