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The Reinvention of Email Marketing

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The New and Exclusive Free Paper from Email Marketing Guru David Daniels: The Reinvention of Email Marketing and the Future of Connected Marketing The continued growth of email and digital marketing is creating new opportunities, but marketers are challenged by non-integrated disparate channel-centric technology solutions. To address this challenge, Email Service Providers will morph to be recognized as Connected Marketing Service Providers, with email as the hub to social and mobile marketing activities. Given the need to create efficiencies across channels and drive effectiveness through increased sophistication, marketers must calibrate their vendor selection process to reflect emerging marketing certainties to understand the intersection of integration cost and value. Lyris is proud to have exclusive pre-release distribution rights to the new paper by industry expert David Daniels, The Reinvention of Email Marketing and the Future of Connected Marketing. This former Forrester Research analyst, CEO and Founder of The Relevancy Group, and industry thought leader who Direct Magazine calls, "One of the most influential experts in email marketing," details the emerging criteria by which innovative email marketing practitioners should best evaluate vendors in the space. Let the The Reinvention of Email Marketing and the Future of Connected Marketing show you how you can optimize the customer lifecycle through connected marketing.

Text of The Reinvention of Email Marketing

  • The Relevancy Group LLC The Reinvention of Email Marketing and the Future of Connected Marketing MARKET RESEARCH

    The Reinvention of

    Email Marketing

    and the Future of

    Connected Marketing

    Discover more at www.therelevancygroup.com (877) 972-6886, [email protected]

  • Market Research

    The Reinvention of Email

    Marketing and the Future

    June 1, 2010

    Volume 1, 2010

    of Connected Marketing

    Authored by Executive Summary

    David Daniels The continued growth of email and digital marketing is creating new opportunities, but marketers are challenged by non-integrated disparate channel-centric technology solutions. Email Service Providers will morph to be recognized as Connected Marketing Service Providers. Email will remain as the hub to social and mobile marketing activities. Given the need to create efficiencies across channels and drive effectiveness through increased sophistication, marketers must calibrate their vendor selection process to reflect emerging marketing certainties to understand the intersection of integration cost and value.

    For more information on The Relevancy Groups services, tailored to the specific needs of your business, visit www.therelevancygroup.com, call (877) 972-6886, email [email protected] or on twitter @emaildaniels Reproduction by any method or unauthorized circulation is strictly prohibited. The Relevancy Groups reports are intended for the sole use of clients. All opinions and projections are based on The Relevancy Groups judgment at the time of publication and are subject to change. Published June 1, 2010. 2010 The Relevancy Group, LLC

  • The Reinvention of Email Marketing and the Future of Connected Marketing

    Table of Contents 1 Executive Summary 1 Integrated Email Marketing Empowers Marketers Across

    Disparate Channels

    6 Connected Marketing Service Providers Emerge to Satisfy Shifting Needs

    11 Marketers Must Adapt Email and Marketing Messaging Vendor Selection Processes

    18 Report Methodology List of Figures Figure 1 Connected Marketing Supports the Natural Lifecycle of

    Customer Management

    Figure 2 Connected Marketing Figure 3 Connected Marketing Vendor Selection Tool

    Published June 1, 2010. 2010 The Relevancy Group, LLC

  • The Reinvention of Email Marketing and the Future of Connected Marketing - 1 - Executive Summary The continued growth of email and digital marketing is creating new opportunities, but

    marketers are challenged by non-integrated disparate channel-centric technology solutions. Email Service Providers will morph to be recognized as Connected Marketing Service Providers. Email will remain as the hub to social and mobile marketing activities. Given the need to create efficiencies across channels and drive effectiveness through increased sophistication, marketers must calibrate their vendor selection process to reflect emerging marketing certainties to understand the intersection of integration cost and value.

    Present Market Landscape Integrated Email Marketing Empowers Marketers Across Disparate Channels The continued growth of email and digital marketing is creating new opportunities, but

    marketers are challenged by non-integrated disparate channel-centric technology solutions. Integrated email marketing is necessary to meet the marketers growing needs for sophisticated marketing messaging management across channels and disciplines.

    Email and Digital Marketing Growth Creates Market Confusion By all accounts, spending on email, social, mobile and search marketing will continue to

    grow at a compound rate anywhere from eleven percent to twenty percent over the next five years.i Web analytics is also experiencing high growth as marketers clamor to better understand their clients behavior and leverage this data in their retention remarketing efforts. With such fast paced growth and new best practices that emerge everyday, it is becoming increasingly difficult for marketers to understand which vendor categories are best equipped to empower their marketing efforts in a holistic fashion. Why? Because silos and marketing responsibilities within the organization are constantly changing. This reshaping of the marketing buying center is being driven by the following market conditions: - Emerging marketing channels lack dedicated champions and when they do exist

    they change rapidly. Todays marketer is either a jack of all trades and a master of none or they are siloed in discreet functional areas such as email. Pile on emerging social and mobile marketing channels and the once dedicated email marketing specialist is often tasked with managing marketing campaigns across a variety of disparate channels. For those marketers that remain in silos, the team is challenged to do too much in a non-integrated way leaving these functional champions at a loss to optimize cross-channel initiatives that are not integrated. Even in the largest enterprises that have more labor resource than middle market companies, roles and responsibilities can shift often.

    Published June 1, 2010. 2010 The Relevancy Group, LLC

  • The Reinvention of Email Marketing and the Future of Connected Marketing

    - 2 - The average tenure of the Chief Marketing Officer (CMO) is just 23 months,

    indicating that even in larger organizations the marketers responsibilities will change as often the marketing regime does.ii - Non-marketing functions have become a marketing responsibility. Customer

    service is increasingly a function that must coordinate with the marketing organization. The transformation of the role of customer service from that of a cost center to an important client retention function is evident in how Amazon.com has adapted over the last ten years. A decade ago, that company shunned service interaction; their service phone number was not promoted on their web-site. Now the same company spent $888 million to acquire Zappos a brand well known for its ability to embrace customer service through emerging channels such as Twitter. Zappos is passionate about customer service as a marketing function that falls under the CMOs responsibility.

    - Industry consolidation extends the functionality of every marketing application creating a dizzying array of choice. Over the last two years we have witnessed an unprecedented number of acquisitions and mergers that extend a vendors core functionality into another domain. Just in the last six months email marketing vendors have acquired or merged with social marketing solutions, digital asset vendors have extended their reach into the web-analytics marketplace, and offline direct marketing firms have augmented their data businesses by exploiting newer digital marketing components. Such shifts have created artificial categories (i.e. Listening Platforms), recast old nomenclature (i.e. CRM) and redefined the expectation of what marketing analytics means. However, while not dismissing the progress of the expanding marketing eco-system, these changes have served to confuse the end-user marketer as to how to discern the value from the latest ballooning feature race that any one vendor can offer them.

    Connected Marketing Supports the Natural Lifecycle of Customer Management A marketers ability to cohesively manage subscribers through the four steps of the customers lifecycle (acquisition, retention, engagement, advocacy) necessitates an integrated approach to email marketing. In order to optimize a subscriber across the customer lifecycle, consider the need for integration at every step across four independent macro stages. - Acquisition: The ability to measure the effectiveness of a marketers acquisition tactics and take the appropriate follow-on action all hinge on the timeliness and quality of the acquisition source and the data that is being generated from it. Whether it is evaluating search engine spending in terms of its ability to grow list size, implementing social marketing acquisition tactics, or qualifying business prospects in a sales force

    Published June 1, 2010. 2010 The Relevancy Group, LLC

  • The Reinvention of Email Marketing and the Future of Connected Marketing - 3 - automation application, the marketers ability to achieve success is defined by how

    tightly integrated these disparate pieces are tethered to their email programs. - Retention: The ability to move prospects to become customers and then report on their spending behavior and discern the appropriate timing for follow-on messages to drive client retention also relies on integration. Our interviews reveal that most all organizations have a dedicated transaction system and database that is separated from their email marketing system. Here again, the marketers success can be determined by how easily they can harness buyer data to spur follow-on transactions. - Engagement: Moving a buyer into repeat loyalist buying behavior is a matter of understanding and managing their overall engagement with a brand. The meaning of engagement and the underlying metrics that support it are different for every company. Engagement data and the subsequent measures rely on web-site behavior, email behavior, social behavior as well as non-traditional measures such as customer servicing behavior. As with retention, integration is key to forming a holistic view of the customers engagement. - Advocacy: Guiding cli

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