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
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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?

 

A Valentine’s Day Without Sweethearts

necco.pngMarketers planning Valentine’s Day campaigns, listen up! This is the first year in 100 without Sweethearts, a consumer favorite for sharing with paramours.

The New England Confectionary Company aka Necco sold to Round Hill Investments for $17.33 million in May, effectively closing its doors. While the Spangler Candy Company purchased the brand from Round Hill in July, they did not get it together to produce the high-demand Sweethearts candy for this year’s season. As marketers, there is an opportunity to fill the gap.

How will you take on the challenge to connect with consumers in this candy drought? #love #crazy4u #adoreme #truelove

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.

2019 Marketing and Martech Predictions

2019 Marketing and Martech Predictions

Join on us on 1/9/19 for a free webinar to hear The Relevancy Group discuss 2019 martech and marketing predictions as well as the best of 2018. Register and get a copy of the webinar recording. We will be discussing this research that was published in on 1/8/19. The following takes on what the industry can expect in 2019 are based on the briefings we took, data we generated, and analysis we conducted in 2018. We are extremely excited about the year ahead and believe that the following forces will drive improved efficacy and efficiency for marketers and enable more valuable and positive customer experiences.

Key Questions:

• What does The Relevancy Group expect from martech in 2019?
• Which technologies will most directly impact marketers in 2019?
• How will the adoption of key marketing tactics impact the customer experience in 2019?

Report Excerpt:
Marketers Will be Laser Focused on Driving Positive Customer Experiences
Marketers will focus on improving the quality of the customer experience by adopting individualized marketing. In 2019 marketers will meet the new opportunities of the velocity of marketing data. In 2019 we see meaningful AI/ML advancements for marketers that will create efficiency and reduce the need for production staff. Brands will continue their digital transformation journey, but more will rely on outside experts and embrace certification such as SOC 2. Identity matching will reach critical mass propelling advancements in relevancy, individualization and revenue optimization.

The Research: 4 pages, 1,314 words. Part of our Research Subscriber Series, Subscribe and Save | TRGSS2518 | Watch The Webinar.

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