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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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

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.

Innovate with AI, Overview of AI Market Spotlight Guide

Innovate with AI, Overview of AI Market Spotlight Guide

Join us 1/16/19 at 1PM ET.  

During this sixty minute session, principals from The Relevancy Group will review data from the recently published AI Market Spotlight Guide, The Relevancy Group analyzes the latest trends in the utilization of AI in marketing and spotlights four vendors that are delivering exciting AI innovations. This guide provides executive marketer survey data on the attitudes and adoption of Artificial Intelligence and showcases four leading vendors with a diverse set of AI offerings. five email marketing agencies and documents vendor selection as well as market trends. AI vendor spotlight sponsors include Adobe, OneSpot, Return Path, and Selligent.

Speakers Include the Authors of This Research, including:
David Daniels – CEO & Founder, The Relevancy Group
Nicholas Einstein – Chief Research Officer, The Relevancy Group

REGISTER

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

 

The State of Personalization

The State of Personalization

Which industries are embracing personalization and what are they spending to do so? I recently authored four reports that dive into how B-to-B, ecommerce/Retail, Financial Services, and Travel/Hospitality marketers are embracing personalization.

Part of our Relevancy.AI Research Subscription, these reports provide insight into the state of personalization including the aspirations, budgets, and tactics of these marketers.

This collection of industry insights offer benchmark data for those marketers in these key industries and a valuable perspective for vendors that offer personalization technologies.

Across industries, one thing is clear; personalization works and more marketers across industries need to advance their targeting tactics to capture and convince prospects and clients alike.

If you are a subscriber to our research, you get these four reports.  Ask us about how to become a subscriber. All of the reports are available for one-off purchases.

Take Off, Let Email Automation Do the Work for You

Email Automation ImperativeAs we enter the Labor Day weekend, I am reminded of how hard email marketers work.  Earlier this year we published “The Email Marketing Automation Imperative,” and we found that marketers automate just thirty percent of their email marketing messages.  While this has increased year-over-year the data indicates that email marketing remains labor intensive.

The research answers these key questions:
• How are marketers embracing email automation?
• How does email automation transcend triggered mailings in 2018?
• What role does real-time data have in automation and does such an approach make a difference?

The research’s key findings:
Triggered email marketing utilization increased slightly year-over-year. Of those marketers utilizing triggered mailings, the majority automate less than 30 percent of their email efforts. Triggered mailings are ideal for customer journeys that have pre-set events or actions. Email automation transcends triggered mailings. Many ESPs have advanced to deliver solutions that leverage real-time data, which personalize the customer experience at the individual level. Given these solution enhancements, marketers must think about email automation more broadly and data indicates that they are. When asked about their top email marketing tactics, targeting email subscribers with online advertising was No.2 on their list. Email automation via real-time data creates head-count efficiencies, but also improves effectiveness. Email automation via real-time data outperforms a traditional segmented email send.

Buy the report or get it with a subscription.  Enjoy a well-deserved labor day holiday weekend!