The Relevancy Group Expands Research Coverage Promotes Nicholas Einstein to Vice President of Research, Principal Analyst

For Immediate Release                                Contact: Tina Mosetis, Tel: 516-487-5866/[email protected]

The Relevancy Group Expands Research Coverage

Promotes Nicholas Einstein to Vice President of Research, Principal Analyst

July 21, 2015 (Boston, MA) – The Relevancy Group, a leader in email marketing research and consulting, announces expanded coverage and staff with the appointment of Nicholas Einstein to Vice President of Research, Principal Analyst. Expansion of services includes Social Relationship Marketing, Identity Marketing Management and expanded RFP services.

Customer demand and industry trends have led to the formal expansion of three critical coverage areas for The Relevancy Group including:

–       Identity Marketing Management: DMPs, Known, Unknown, Identity Realization. The marriage of MarTech and AdTech. Peggy Reinders, Principal Analyst will analyze this market and develop a new buyer’s guide.

–       Expanded RFP Consulting: Expanding beyond ESP (Email Service Providers) RFP’s (Request For Proposal). The Relevancy Group continues to invest in its consulting business unit, with Orlando Tirado as new head of sales.  Led by Chris Marriott, VP of Consulting and Principal Consultant, TRG represents tens of billion emails out to bid annually. “We have a non-biased scorecard driven process, that ensures the users decide on the vendor,” said Mr. Marriott.  “We’ll extend this methodology to channels beyond email,” said David Daniels, CEO and Founder of The Relevancy Group.

–       Social Relationship Marketing:  Social Management, Listening, Execution, and Advertising.  Nicholas Einstein will continue to listen and drive market innovation in this industry.  A buyer’s guide is planned in the coming months.

Newly Appointed VP of Research and Principal Analyst, Nicholas Einstein brings over 15 years of experience to The Relevancy Group where he will guide and manage the research agenda as well as continue to focus on email and social relationship marketing technologies. Previously, Nicholas was the Vice President of Customer Success at SocialChorus- an Advocate Marketing platform. Prior to that, Einstein was VP of Professional Services at Extole, a referral marketing platform. At RealNetworks, Nicholas managed worldwide email marketing operations and customer relationship management. Subsequently he served for five years as VP of Deliverability & Strategic Services for a prominent Email Service Provider (ESP).  Read more about Nicholas

Daniels adds “Nick has been an indispensable member to our business for the last two years.  His contributions have elevated our data sciences, research methodology and client relationships. Nick has the essential background to assist in growing the research footprint of The Relevancy Group.”

“It’s an exciting time in the evolution of digital marketing and I’m thrilled to apply my skills and background in a leadership role with The Relevancy Group, itself a leader and guiding star in the digital marketing universe,” said Nicholas Einstein, VP of Research & Principal Analyst, The Relevancy Group.

About The Relevancy Group, LLC |

Founded in 2010, The Relevancy Group (TRG) provides market research, survey design and consulting. Working with leading brands, vendors, startups and associations, TRG acts as an educator and trusted advisor, optimizing omnichannel connected marketing strategies and tactics. TRG assists marketers (buyers) to connect with vendors (sellers) and manage the vendor selection process.  Each year TRG represents tens of billions of email messages out for bid for new solution providers. TRG publishes research on email, social, mobile, display, data management, digital marketing, wearables, and the Internet of Things. TRG publishes The Marketer Quarterly, the free digital magazine for marketers by marketers.

Subscribe to The Marketer Quarterly, featuring excerpts of The Relevancy Group research, free with registration.

Free Webinar – Outsourced Marketing Analytics and Customer Segmentation

Free Webinar – Outsourced Marketing Analytics and Customer Segmentation

Express Analytics

Tuesday, Aug 27, 2013 10 AM PDT, 1 PM EDT

In this Express Analytics free webinar, join Chris Marriott and David Daniels from The Relevancy Group will take you through the benefits of outsourcing marketing analytics.   From big data to the practices of embracing strategic segmentation, The Relevancy Group surveyed over 260 marketing executives to discover the upside of outsourcing marketing analytics.  

Attend this webinar and discover the findings from this new research report including:

–        What organizational challenges exist in regards to data management and the deployment of

marketing intelligence?

–        How does poor data management and analytics impact marketing programs?

–        How are marketing organizations using technology to manage their marketing analytics?

–        What benefits do marketers hope to gain by outsourcing their marketing analytics?

–        What are the obstacles in the way of widespread adoption of such solutions?

Join us on Tuesday, Aug 27, 2013 10 AM PDT, 1 PM EDT to discover the benefits of Outsourcing Marketing Analytics.


How to Prevent an Email RFP Disaster

How to Prevent an Email RFP Disaster

TRG’s Chris Marriott writes a sizzling article on his experiences to avoid a disaster.  In Full Disclosure, The Relevancy Group provides RFP services to avoid such disasters.  Regardless if you utilize our services or not, learn  something from the many years of experience that Chris has to offer. …. Enjoy!

Chris Marriott

I have sat on both sides of the table in a lot of enterprise email RFPs over the years. Sometimes it has been representing an ESP. More recently I’ve been helping marketers through the process of selecting a new ESP. Some of what I’ve seen over time has surprised me, so this month I’m going to share tips for both ESPs and marketers on how to improve the RFP process — and possibly, if you are an ESP, how to improve your chances of a win in your next pitch for an enterprise client.

Tip No. 1 for marketers: Plan your meeting agendas carefully

It’s important that you remember you are going to have to sit through final presentations for several ESPs. Keep this in mind when drawing up agendas for the in-person meetings. For example, while it might seem like a great idea to hear about things like “How email is evolving” or “The impact of mobile on email marketing,” there are plenty of places you can get this information. Devoting a significant part of the in-person presentations to topics like this means that you are going to have to sit through four or more presentations on the same topic. You can trust me that by the third meeting you are going to dread this section. Why? Because all of the ESPs are going to tell you pretty much the exact same thing on broad industry topics like these. You’re not going to hear anything that will help you determine who might be the best partner.

A better approach is to figure out what it is about your current partner that has brought you to this point. Are there pain points in the process that could perhaps be made to disappear if you changed ESPs? Are there steps that could be automated to reduce time and cost? Use cases are a great way to get fresh thinking, even from the incumbent. Asking the ESPs to use the in-person meeting to respond to specific use cases lets you see how they approach problems, how they think, and who the really smart people on their teams are. Even if you’re doing the RFP only because procurement mandates you do one every three or four years, that doesn’t mean you should simply settle for a cheaper ESP. Switching is going to be brutal; don’t kid yourself. It’s only worth it if you get a better solution along with some cost savings. Asking their opinions on social media isn’t going to get you there.

Tip No. 2 for marketers: The search process is going to take longer than you think — every time!

I have never participated in an RFP where the original timetable was met. Not one. RFPs are very time consuming, and they should be because the stakes are so high. So don’t be surprised when end of February becomes early April. The longer time frame isn’t indicative of a breakdown in the process. It merely reflects the fact that you are going to have so many people involved with so many moving parts that, even with the best intentions, meeting dates are going to take longer to get scheduled.

If you go into an RFP with this attitude, then you’ll be able to time it while taking into account peak sending periods for your product or service and not find yourself having to migrate to a new vendor right before that time hits. This way, if you’re a retailer you don’t get stuck migrating in November, if you’re a cruise line you’re not doing it in February, and if you’re a summer vacation spot, you’re not migrating in May. So by all means put together a timetable for the RFP. You have to start somewhere. But bear in mind it’s an aspirational timetable.

And if you still are going into the process insisting that you will stick to your original timetable, at least negotiate a month-to-month deal with your current vendor so you’re not stuck when your date slips (and it’s going to). You’ll get a much better deal if you’re not doing it 30 days before your current contract expires. At the beginning of the search, your vendor still thinks they are in the running. Later in the process, if it looks like you’re not going to pick them, they won’t be so flexible.


Three Signs You’ve Been With Your ESP Too Long

If you missed Chris Marriott’s latest iMedia column, well then you might want to take a look.   As The Relevancy Group’s VP of Services, Chris is always passionate about client success and in this article it really comes through.  Drawn from real-world experiences, it is a collection of  interesting suggestions to become introspective and challenge your current vendor expectations.   Let us know what you think … Enjoy, David

Chris Marriott3 signs you’ve been with your current ESP too long

by Chris Marriott

One of the great things about having joined The Relevancy Group and working with David Daniels is the ability to speak with leading email service providers (ESPs) and large clients of ESPs on an ongoing basis. It gives one a very broad perspective on the current state of the industry and what’s on the minds of some of the most important people driving the industry. Based on these conversations, I’ve recently noticed that there are definite signs that it might be time for a marketer to assess his or her email partner options. These are the three signs I see most often:

You are not on the latest version of your ESP’s platform

If you’ve been with the same ESP for more than four years, it’s highly likely that it has introduced a newer version during that time. But that doesn’t mean you are aware that it has done so and you’ve been migrated to it. This is as much an issue for the hosted solutions as it is the on-premise ones.

The reasons you might be on an older version of the platform are many, starting with you. In other words, you might be aware of the situation and are fine with the status quo. Other reasons include:

  • The degree of customization in your particular set-up makes a migration to the newer version complex and risky.
  • Your ESP doesn’t have the resources to migrate existing customers from one platform to the new one (in a timely fashion).
  • The new platform does not address your particular requirements as completely as the one you are currently on.

At this point, you might be thinking that as long as you’re happy, it doesn’t really matter. And maybe it doesn’t. But if you were a new client of the ESP, it would be putting you onto the newest version of the platform. There’s a reason for that. In the least, you should determine your platform status if you don’t know it.

Your ESP’s competitors are more responsive than your own ESP team

There’s an old joke about a guy choosing between heaven and hell. The devil takes him to his country club for a round of golf and a nice steak dinner. The guy decides hell seems like a great place, so that’s what he chooses. The next thing he knows, he’s hanging upside down over a fire and getting poked by pitchforks. He sees the devil standing there and asks, “What the deuce?!” The devil smiles and replies, “Yesterday you were a prospect; today you are a client!”
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The Big Book on Content Marketing

The Big Book on Content MarketingIn The Big Book of Content Marketing, an Amazon Best Seller from Andreas Ramos you will find new tactics and strategies.  The lessons open with an excellent foreword by The Relevancy Group‘s Vice President of Services, Chris Marriott.  Lessons include …

Eighty percent (80%) of your online advertising doesn’t reach your audience. People delete cookies and block ads. How can you reach your audience?

Here, Andreas provides a new way. Your audience wants useful information. If it’s useful, they will share it. Use content marketing to give your audience what it wants. Based on real-world experience with Fortune 500s and Silicon Valley startups, this book covers:

* How Content Marketing fits into your marketing
* How to build your Content Marketing strategy
* Use Influencer Marketing to distribute your content
* Use SEO and PPC with your Content Marketing
* Metrics, tracking, and business goals for Content Marketing

Get competitive, Read it Today!