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.

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The Best of 2018

Spotlighting 2018 Martech InnovatorsSpotlighting 2018 Martech Innovators

This year The Relevancy Group recognizes four vendors that stood out to us in 2018. The 2018 Martech Innovators are LiveRamp, MessageGears, OneSpot, and Return Path. We recognize these vendors for their unique and innovative approach to delivering solutions that optimize and digitally transform their client’s businesses.

This research is part of our Relevancy.AI Research Subscription and available for direct purchase.

Each year The Relevancy Group takes hundreds of briefings with enterprise vendors and category innovators. Our research touches on vendors across the martech and adtech (Madtech) sector, many of which whom we enjoy a client relationship. At the end of 2018, our analysts nominate vendors that they thought were particularly innovative. This year we are recognizing four vendors that stood out to us in 2018. The 2018 Martech Innovators are LiveRamp, MessageGears, OneSpot, and Return Path. We recognize these vendors for their unique and innovative approach to delivering solutions that optimize and digitally transform their client’s businesses. The four martech innovator solutions complement each other as well as meet marketer challenges and aspirations. In 2018 marketers aspired to utilize more real-time data, improve their relevancy through more individual targeting, improve the integration and data management, optimize email deliverability and the customer experience. These vendors address one or more of these ambitions. Continuing to add AI/ML (Artificial Intelligence/Machine Learning) capabilities is a universal development that we expect to see from these innovators in 2019.

We congratulate the 2018 Martech innovators and wish you all happy holidays and a prosperous and healthy 2019.

Best,

David

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

 

Specialized Services: Email Marketing Agencies are Crushing It

MQ15_coverOver the past several weeks, we at TRG have been deep in the weeds researching our soon to be published 2018 Email Agency Buyer’s Guide, and this year’s participants include some of the absolute best and brightest in the space. Agencies in the guide this year include BrightWave, DEG, Inbox Marketer, Trendline Interactive, and Yes Marketing.

Our process includes detailed questionaries completed by each agency, ninety-minute demos during which agencies present their best work, and reference calls with a handful of clients which yield valuable customer satisfaction data. We are still working to synthesize and analyze the data, but what we’ve seen to date has been extremely impressive.

This year we invited agencies to show us their best stuff while maintaining a focus on three primary themes: strategy, data, and analysis/measurement. Like the competitors currently battling it out on the field for the pennant, these agencies have been going deep. The research will highlight how these agencies are driving home runs for their clients in the form of serious business value and positive customer experiences.

The research will be available for our Research Subscribers and direct purchase. Vendor profiles will be in the next issue of The Marketer Quarterly.

Kicking Off Dreamforce

df18-during-headerDreamforce kicked off in earnest yesterday, grinding traffic south of market down to a crawl, and ushering in a series of exciting announcements about Salesforce products and services.

At the top of the list was news about Salesforce Customer 360 which “comprises a set of powerful platform services that will enhance data management across Salesforce apps and provide instant access to consistent, reconciled customer data.” This sounds very much like functionality being offered by many of the Customer Data Platforms (CDPs) we reviewed in our recent CDP Buyer’s Guide, and I am very much looking forward to learning more.

Also on tap yesterday was big news about a new strategic partnership between Salesforce and Apple, with plans to redesign Salesforce mobile apps to more fully embrace iOS and plans for new tools that will allow Salesforce developers to build their own native apps with a new Salesforce Mobile SDK for iOS.

Today is all about Einstein, with the Einstein AI keynote, and a series of in-depth conversations focused on Artificial Intelligence. Addressing topics like “How AI Has Changed the Future of Work,” “How AI Will Drive Business Transformation,” and featuring an “AI Dreamtalk with will.i.am,” audiences today will hear a lot about how Einstein can help them drive business objectives.

If you couldn’t make it to SF this week for the conference, you can tune in to much of the content via live broadcast here, and I’ll be following up with another post after the conference that highlights the best stuff.

 

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

Sensei in Adobe Campaign

Adobe Summit 2018 - Day 1

David and I have been writing a lot over the past year about the ways in which artificial intelligence and machine learning are helping marketers more easily drive more positive customer experiences at scale, and we’re bullish on many of the vendors that are enabling.

Yesterday Adobe announced several innovations in Adobe Campaign that caught my eye; not all are in production with clients yet, but several of the capabilities leverage Sensei and illustrate how AI can help drive efficiency and efficacy for marketers.

Yesterday’s announcements included: AI-based send time optimization, Sensei driven segmentation based on predicted customer engagement, and new dynamic reporting capabilities that leverage the Adobe Analytics’ Analysis Workspace. Additional updates include multilingual push notification functionality, a new drag-and-drop email creation tool, and increased throughput and delivery in Adobe Campaign.

Check out the Adobe news here, and stay tuned for much more on AI to come from TRG in 2018.