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.

The Value of Blending Email Marketing and Addressable Advertising

Based on a recent whitepaper by The Relevancy Group sponsored by Merkle, we will detail how email marketing can be utilized in addressable advertising. The research measures how marketers are approaching targeting and we will outline useful tactics.

Questions that we will answer on this webinar:
● How has the online customer experience changed to make addressable advertising more acceptable?
● What are the necessary tactics to blend CRM data with anonymous visitor information and make addressable advertising possible?
● What role does email marketing and marketing services play?
● What are the steps to improve the sophistication of utilizing email and CRM data with addressable advertising?
● What is the revenue upside to blending email marketing and addressable advertising?

Speakers:
• David Daniels, CEO & Founder – The Relevancy Group
• Jose Cebrian, Senior Vice President and General Manager of Email and Mobile – Merkle

Register today. All registrants will receive a recording of the webinar and a copy of the research report

EiQ 2018, A Wonderful Gathering of Email Marketers

Last week I attended the second annual EiQ gathering in Atlanta.  The event is underwritten by BrightWave. Last year I was honored to keynote the inaugural EiQ event.  This year in an enjoyable game of Family Feud that closed out the event, I was team captain of the “Dot Coms.”  Although my team lost, it was fun and host Simms Jenkins wore his best Shinesty suit, which only added to the hilarity (photo evidence below).

FamilyFeud at EiQ

The day started with a rousing funk brass band and Simms took us through the importance of the email marketing and that email is indeed the center of the digital universe.

EiQ is my favorite email conference. Why?

  • Networking: Beyond seeing old friends and making new ones I had the pleasure of interacting with major brands and innovative upstarts. The vendor pavilion was packed and it was wonderful to connect with The Relevancy Group clients, e.g. Adobe, Return Path and discuss the latest offerings from friends at BriteVerify and Movable Ink.
  • Content: This is not your typical email conference, the content is compelling and email EiQengaging. From the lessons of powerhouse brands, e.g. Coca-Cola, Google, and Pinterest, to those of innovative upstarts like Shinesty and Peloton this industry veteran learned a few new email tricks. There were some fantastic panels on how to avoid mistakes and react to them when they happen.  One of my favorite panels was led by Justine Jordan of Litmus. Her panel “Email Production and Process Hacks” was very insightful and people were buzzing about it later that evening.  Check out #EIQgathering on Twitter for more highlights.
  • Awards: Who doesn’t like to get an award.  For the first time, EiQ presented two awards. The Whiz and The Maverick. Congratulations to Seth Westfield, The Maverick and Carly Maddock The Whiz. In addition to the honor, EiQ award winners get a lifetime complimentary pass to the EiQ Gathering.  That is a nice touch.
  • Production Value and Location: I love Atlanta in the spring. The event is a high-end affair. Hosts Simms Jenkins and Titania Jordan are excellent.  I speak at many events and the EiQ behind the scenes tech/av and speaker wranglers were among the best I have experienced.

Congratulations to Simms and the BrightWave team.  I look forward to EiQ 2019.

Until next time,

David

 

 

David

 

The Relevancy Group releases their Email Marketing Buyer’s Guide and Issue 17 of The Marketer Quarterly

The Relevancy Group releases their Email Marketing Buyer’s Guide and Issue 17 of The Marketer Quarterly

BOSTON – March 19, 2018 – PRLog — The Relevancy Group, a leading market research and advisory firm today released “The Relevancy Ring – ESP Buyer’s Guide, 2018 – Enterprise Edition.”  The research evaluates six enterprise EPSs (Email/Everychannel Service Providers) including Adobe, Cheetah Digital, Epsilon Agility Harmony, MessageGears, Salesforce Marketing Cloud and Zeta Global. Vendors are evaluated on customer satisfaction, product functionality, services capabilities, innovation, and breadth.

The massive 38-page report also provides details on every aspect of vendor selection and market analysis on email marketing trends as well as deep inspection of the platforms evaluated.

The Relevancy Group CEO and Founder, David Daniels said, “This is our fifth annual ESP Buyer’s Guide and this year the Relevancy Rings are specific to each vendor which measures their functionality and satisfaction against participant and industry averages. The functionality highlighted relate to three key themes that are most important to enterprise marketers. They are — Automation, Analysis/Attribution, and Real-time.”

Some of the research findings include:

– ESP continues to mature from Everychannel to Experience through the enablement real-time contextual-rich information that mechanized the delivery of an improved customer experience. This data-driven approach to automation across every channel can embody location, preference, behavioral, attitudinal and other data important to the customer experience.

– AI and machine learning are a fixture in many ESP solutions. The ability to leverage machine learning to improve offers, predict the best journey, automate data integration, and simply take over tasks that a marketer used to have to do are present in many of the enterprise ESPs that we reviewed.

– Progressive profiling had related to capturing customer preferences over time. Now in the age of site tags to capture customer signals and apply AI/machine learning, it is possible to target and segment customers at the individual level in real-time. Many marketers and ESPs are moving to an approach that utilizes real-time data and automation to deliver highly relevant individualized experience

The Relevancy Ring – ESP Buyer’s Guide, 2018 Enterprise Edition is available for purchase at $2495.00 and is included in The Relevancy Group’s Research Subscriber Series.

An excerpt of the research is also included in issue 17 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
Press
The Relevancy Group
***@therelevancygroup.com

Email Marketing Mobile Readiness in 2018

How Mobile Ready is Your Email Marketing Program?

In Q4 of 2017, The Relevancy Group (TRG) conducted research on the mobile usage, preferences, and habits of over a thousand U.S. consumers. The research also utilized TRG executive surveys from 2017 and a questionnaire that captured the mobile capabilities from the ten leading Email/Everychannel Service Providers (ESP). Thank you to those ESP vendors and to the sponsors of this research, Branch, BrightWave and Moloco.

Download the research for free with registration.

Enjoy the on-demand webinar Email Marketing Mobile Readiness in 2018.

Key Questions:
What consumer behavior trends should influence email marketing mobile strategies?
How are marketers utilizing mobile apps and what is necessary to optimize that experience?
How important is deep linking and deferred deep linking and what are the benefits they offer?
How mobile ready are the leading ESPs (Email/Everychannel Service Providers)?

Report Excerpt:
For consumers across the US, the mobile phone has quickly become the vehicle of choice for communicating with brands and marketers online. Consumers today engage with brands through mobile apps and email on their mobile devices, more often than they do through their desktop or laptop computers. On the mobile device, itself, consumers clearly prefer apps to the mobile web as demonstrated by metrics like time spent, conversion rate and average order value – all significantly higher in apps than on mobile web, or, in many cases, even desktop. This paradigm shift away from the desktop has come with big opportunities as marketers can now leverage real-time data and location variables to drive more relevant an immersive experiences at the times and places where they can create the most value. Capitalizing on the opportunities can, for many marketers, be challenging, but data indicate that the major vendors in the Email Marketing/Everychannel space are now beginning to provide the tools, technology, partnerships, and services to enable marketers and delight consumers.

This research highlights the importance of addressing audiences away from the desktop, explores and compares the features, functionality, partnerships, and services that are important to various buyers of marketing technology for email, and provides analyst insight into how brands and marketers can best position themselves for mobile success.

The Research: 18 pages, 7 Charts, 4,241 words. Sponsored by Branch, BrightWave and Moloco. Learn more about the sponsors in this research document.

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.