the value of personalization - liveclicker-trg · content to change the content/offer at the time...

TheValueofPersonalizationByDavidDanielsandNicholasEinstein,TheRelevancyGroupResearchSponsoredbyLiveclickerNovember2017

TheValueofOnlinePersonalization Page|1

Copyright © 2017 The Relevancy Group, LLC. All Rights Reserved.

KeyQuestions

● Whatisthestateofdatautilizationandpersonalizationoverallandacrosskeyindustries?● Isthereacorrelationbetweenpersonalizationsophisticationandmarketingresults?● Howdomarketersviewtheeffectivenessofmarketingchannels?● Whichinvestmentsshouldorganizationsmakeinpersonalizationandwhatbusiness

improvementscanbeexpected?● Whatpersonalizationexpectationsdoconsumershave?

KeyTakeaways

● Nearlyhalfoforganizationsareutilizingpersonalizationacrosstheirwebsite,displaytargeting,socialandemailmarketingefforts.

● Marketersthatutilizemoreadvancedpersonalizationtacticshavegreaterrevenuethanthosethatutilizebasicpersonalization.

● Marketersciteemailasthemosteffectivechannelandthosethatutilizesophisticatedpersonalizationstateitishighlyeffective.

● Despitethefactthatdataaboundsandbothconsumerandmarketeraspirationsarehigh,emailmarketersareleavingopportunitiesbehindbynotembracingsophisticatedpersonalizationtactics.

● Beyondthequalityofgoodsandprice,47percent(47%)ofconsumerscitethecustomerexperienceasthedriverofwhichbrandstheydecidetopurchasefrom.Fifty-fivepercent(55%)ofconsumersstatethattheylikeemailmarketingofferswhichincluderelevantproductsandoffers.

BrandsAreTurningtoPersonalizationtoDriveOptimizationNearlyhalfoforganizationsareutilizingpersonalizationacrosstheirwebsites,displaytargeting,socialandemailmarketingefforts(Figure1).Fifty-onepercentareutilizingwebsitepersonalization,socialtargetingandmachinelearningtechnologiestopersonalizewebsitecontent.Atleastonethirdplantoimplementanarrayofpersonalizationtechnologies.Inanalyzingpersonalizationadoptionamongkeyindustries,wefindseveralcrucialtrends:

● FinancialServices:Thesefirmsembracepersonalizationmorethantheirpeers.Sixtypercent(60%)areembracinghumancurationforwebsitepersonalizationandfifty-sevenpercent(57%)areutilizingdisplayretargetingtotargetunresponsiveemailsubscribers.Financialservicesfirmsarealsoembracingreal-timedatatodrivepersonalizationefforts.Fifty-sevenpercent(57%)areusingreal-timedataforsitepersonalizationandsixty-threepercent(63%)dothesameforemailmarketing.

● Retail:Retailershaveloweradoptionofpersonalizationtacticsthanindustriessuchasfinancialservicesandtravel.Thisfactislargelyduetothemerchandiser-drivencultureinmanyretailorganizations,particularlyincategoriessuchasapparelandgrocery.Thislowadoptionrateis



“Whenaskedhowtheydecidewhichbrandstopurchasefrom,47percent(47%)ofconsumerscitethecustomerexperiencefollowedby30percent(30%)thatstatethebrandprovidesthemwithrelevantoffersandor

products”

evidentinthisindustry’shigheruseofhumancurationforbothwebsiteandemailpersonalizationfifty-twopercent(52%).Manyretailersaremissingopportunitiestopersonalizethecustomerexperienceacrossonlinechannels.Just34percent(34%)personalizedisplayadstoretargetemailsubscribersonlineoronsocialsites.

● Travel&Hospitality:Moretravelmarketersareembracinglivebusinesscontextdataforpersonalizationthantheirpeersinotherindustries.Sixty-threepercent(63%)areutilizingthisdatatopersonalizetheirwebsitecontentwhichincludesdatafromreservations,bookinginventoryandoffermanagementsystems.Travelmarketersaremorelikelytopersonalizedisplayadsthantheirpeers.Fifty-fourpercent(54%)arepersonalizingdisplayadstoretargetemailsubscribersonlineoronsocialsites.Thismakessensegiventheprevalenceofcomparisonshoppingamongconsumersinthisindustry.

Figure1–OnlinePersonalizationTacticsUtilized–2017

Question:Ofthefollowingpersonalizationtactics,whichonesdoyoucurrentlyuse,plantouse,orhavenoplanstouse?(Select

One)Source:TheRelevancyGroupExecutiveSurveyn=3503/17,USOnly.

ConsumersDemandaPersonalizedOnlineExperienceWhenaskedhowtheydecidewhichbrandstopurchasefrom,47percent(47%)ofconsumerscitethecustomerexperiencefollowedby30percent(30%)thatstatethebrandprovidesthemwithrelevantoffersandorproducts.Thesebehaviorsareuniversalacrossindustriesasconsumersdonothavedifferentexpectationsofbrandsbyvertical.Theyaremoreimportantforconsumersaged39-60,ademographicinwhichdisposableincomeishighest.Fifty-fivepercent(55%)ofthisgroupofconsumerscitethecustomerexperiencedrivesbrandselectionand38percent(38%)citerelevantoffersand

78% 59% 55% 52% 51% 51% 51% 51% 48% 47%

17% 30% 36% 33% 31% 39% 33% 39% 39% 36%

5% 11% 8% 15% 17% 9% 16% 11% 13% 17%

0%

20%

40%

60%

80%

100%

Firstnamepersonalizationinemailmarketing

Personalizedemailcontentonreal-time

data

Dynamiccontentinemailmarketing

Displayretargetingofemail

responders/non-responders

Humancuratedproduct

personalizationonwebsite

Socialretargetingofemail

responders/non-responders

Websitecontentbasedon

software/machinelearning

Websitecontentbasedonreal-timedata,i.e.location

Humancuratedproduct

personalizationinemail

Personalizedemailcontent-

software/machinelearning

CurrentlyUse PlantoUseinNext12Months Don'tUse,NoPlanstoUse



products.Consumersdemandapersonalizedandrelevantonlineexperienceandrewardbrandsthatdeliver.

PersonalizationExpectationsApplytotheInboxConsumersremainfrustratedandambivalentaboutemailmarketingmessagesthatarenotrelevantoraresenttoofrequently.ThemostrecentRelevancyGroupconsumersurveyindicatesthat75percent(75%)ofconsumersignoreoropt-outbecauseoffrequencyoverloadand55percent(55%)statethelackofrelevancedrivesthesamebehaviors.Nearlyaquarterofconsumerstoldusthatitiseasiertodeletethemessagethanopt-out,indicatingthatalowopt-outratedoesnotpresentthefullpictureofthecustomerexperience.ItshouldcomeasnosurprisewhenTheRelevancyGroupasksU.S.consumers,“Whatdoyoulikebestabouttheemailmarketingoffersthatyoureceivefromretailers”thatthetopanswer-55percent(55%)-wasthat“itincludesproductsthatarerelevanttome”(Figure2).

Consumerswanttoberecognized.Theywanttobeapartofthebrand’sexperience.Thebestmarketersaremanagingrelevanceandfrequencytodelivertheoptimalcustomerexperience,andconsumersareresponding.Consumersaremostlikelytoopenemailsfrombrandsthattheylike.Subjectlinesremainthesecondaryfactorthatinfluencesopenrates.Still,therearemanyotheritemsthatinfluencerelevance.Basedonthissurveyitisthewho(sender),offertitle(subjectline)andcontent(relevantbodypartsofthemessage)thatmattermost.Marketersmustunderstandsuchshiftsandrespondaccordingly.Improvementsinrelevancewillmaketheemailmoreeffectiveandallowforlowerfrequency,thusremovingtherisksassociatedwithhighfrequencymailings.

Figure2–AspectsofEmailMarketingThatConsumersPrefer

Question:Whatdoyoulikebestabouttheemailmarketingoffersthatyoureceivefromretailers?(SelectAll)

Source:TheRelevancyGroupConsumerSurvey10/16n=478,U.S.Only

MarketersCiteEmailMarketingastheMostEffectiveChannelinDrivingRevenueWhenaskedtoratetheeffectivenessofeachmarketingchannelintermsofdeliveringrevenueandresultsfortheirbusiness,marketersendorsedtheeffectivenessofemailmarketing(Figure3).Forty-sixpercent(46%)ofrespondentstoTheRelevancyGroup’sAugust2017executivesurveystatedemail

9% 10%

13% 13%

17% 28% 29% 29%

37% 55%

0% 10% 20% 30% 40% 50% 60%

SuggeststhatIpurchasethroughtheirmobileapp

Includesgenericoffersthatarenotpersonalizedtome

Itispersonalizedtomyfirstname

Foritemssuchasapparel,itonlypresentsitemsinmysize

Includesinventorylevels,productavailability

IncludesitemsthatIcanpickupinmylocalstore

IncludesproductsthatIhavesavedorplacedonawishlist

IncludesproductsthatIhaveviewedinthepast

Recognizesmeasamember/shows loyaltypointbalance

Includesproductsthatarerelevanttome

Itispersonalizedtomyfirstname



“Theyear-over-yearmeanemailmarketingrevenuecontributionastrackedbyTheRelevancyGrouphasincreasedfrom17percent(17%)inQ22016to21percent(21%)inQ2of

2017.”

marketingwashighlyeffective,ascomparedto28percent(28%)thatsaidthesameofdisplayadvertising.Overall,93percent(93%)ofmarketersstateemailmarketingwashighlyorsomewhateffective,anacclamationthatwashigherthananyotherchannel.Thesesentimentscorrelatewithactualresults.Theyear-over-yearmeanemailmarketingrevenuecontributionhasincreasedfrom17percent(17%)inQ22016to21percent(21%)inQ2of2017,astrackedbyTheRelevancyGroup.Emailmarketingisalsothemostwidelydeployedchannel:suchclutterincreasestheneedforrelevanceandsophistication.

Thefollowingindustriesandorganizationsaremoreinclinedtofavorinvestmentinemailmarketing:

● Thosewiththemosteffusivepraiseforemaileffectiveness:75percent(75%)ofretailers/e-commercefirmsstatedemailwashighlyeffective,asdid60percent(60%)ofthoseintheautomotivesector.

● Organizationswithlargerevenues:57percent(57%)ofcompanieswithannualrevenuesof$250millionto$1billiondollarsstatedemailmarketingishighlyeffective.

● Thoseutilizingsophisticatedpersonalization:56percent(56%)ofmarketersutilizingadaptivecontenttochangethecontent/offeratthetimeofemailopenstatethatemailmarketingishighlyeffective.

Figure3–EffectivenessofMarketingChannels-2017

Question:Whatpercentageofyouroverallrevenueisattributedtoyouremailmarketinginitiatives?(Selectone)Source:TheRelevancyGroupExecutiveSurvey,4/17n=350,U.S.Only

OnlinePersonalizationisEvolvingReal-TimePeople-BasedExperiencesWiththeevolutionofpersonalizationwellunderway,marketersaremovingbeyondhistoricalsegmentationtotargetingthatreliesonreal-timecontextualdata,includinglivebusinesscontextdata.

46% 35% 32% 32% 31% 30% 28% 27% 26% 22%

47% 43% 48% 38% 42% 48% 47% 41% 40% 37%

5% 16% 16% 19% 20% 15% 19% 15% 17% 19%

2% 7% 4% 11% 7% 8% 6% 17% 18% 21%

0% 20% 40% 60% 80%

100%

EmailMarketing

Useofvideo,

YouTubeMarketing

SocialMarketing(Facebook,Twitter,etc.)

MobileApp PrintDirectMarketing

PaidSearchMarketing

DisplayAdvertising

SMSMarketing

MobilePush

Messaging

CatalogMarketing

HighlyEffective SomewhatEffective NotVeryEffective NotapplicableNotUsed



● Segment:Thishasbeenthebedrockofdirectanddigitalmarketingfordecades.Inthisapproach,marketersleveragecustomerrelationshipmarketing(CRM),alongwithrecency,frequencyandmonetary(RFM)datatoprovideahistoricalviewofthecustomerrelationship.

● Context:Thisistheerathatwearecurrentlyin.Contextusesthebestaspectsofpersonalizationincludingleveragingnativeopen-timedata(suchasdevice-in-use,livegeo-targeting,andtimeofopen)andreal-timebusinesscontextdata(suchasdataexposedfromliveevent-basedorinventorysourcestotriggercommunications),orboth,foruseasdatainputsintolivepredictivemodels,suchasthosethatmaybepoweredbymachinelearning(ML).Forexample,alivepredictivemodelmayrelyuponpastuseropenbehaviortopredictthelivelocationoftheuser.

● People:People-basedmarketing(PBM)isanascentaspectofthemarketplacethatwearecurrentlyin.ItensuresblendingknownCRMdata-i.e.,emailaddresswithanonymousvisitordata,i.e.,display/sitecookie-torecognizethecustomerasaperson.Thisnotionofpeople-basedmarketingallowsmarketerstotargetpeopleonanindividualbasisatscaleforthefirsttime.Thisapproachempowersmarketerstotargetemailsubscribersacrossdigitalchannels,whichwilldeliveranimprovedpersonalizationexperience.Thisallowsforunifieddatatobeusedinemailmarketingforanenhancedpersonalizedexperience.Forexample,marketerscanalterdisplayandsitepersonalizationbylinkingittoanemailaddressthatconnectsCRMpurchasedata.Thisallowsmarketerstopersonalizedisplayadsbaseduponcustomerpurchasesand/orretargetabandonedshoppersonline.

BuildingaPersonalizationStrategyBeginswithDataImprovingpersonalization,thecustomerexperience,andultimatelyresultsrequiretechnologythatcaneasilyleveragereal-timedata.Asdatasophisticationimprovessodoesthevelocityofthedatabeingutilized(Figure4).

Thecategoriesofdataareasfollows:

● PreferenceData:Datasetsincludeinformationaboutthecustomersuchastheirname,demographicsandinterestcategories.Iterativecollectionofthisdata,utilizingadaptivecontentapplicationssuchaslivepollsandinteractiveemailproductselectors,isanexcellentwaytoprogressivelycollectpreferenceandprofiledata.Currentlyjust34percent(34%)ofmarketersutilizedemographicandpreferencedataforpersonalization.

● BehaviorData:Thisdataincludespageviews,siteandclickbehavior,siteorcartabandondata,andpathbehavior.Suchdatacanprovideinterestinformationanddetailsrelatedtothesubscriber’sengagement.Whileproventobehighlyeffective,just26percent(26%)ofmarketersutilizeemailclickbehaviorand22percent(22%)leveragewebsiteclickpathbehaviorforaudiencesegmentation.

● NativeOpen-TimeData:nativeopen-timedataiscriticaltoprovidingcontextualinformationsuchaslivelocation.Suchdatacanbeusedtochangetheofferandcreativeatthetimeofopenbaseduponlocation,weather,orinformationthatisspecifictothecustomer’sdevice.Adoptionofthissourceforsegmentationishigherasitcanbeimmediatelyintegratedintotheemaildeploymentversustheneedtoaccessandminehistoricaldatasuchaspreferencesand



behaviors.Open-timedatacanbecombinedwithESPdatatochangecontentatthetimeofopen.

● LiveBusinessContextData:Thesedatapointscancomefromavarietyofsystemsviareal-timeAPIcallsorbyscrapinglivecontentfromwebsites.Livebusinesscontextdataisinformationthatimprovesthemessage’srelevance.Examplesincludeairlinepricechanges,thenumberofrewardspoints,inventorylevelsandsystemeventdata.Thisdataiskeytodrivingbothwebsiteandemailpersonalization.

Figure4–DataNecessarytoAdvancePersonalizationSophistication

Source:TheRelevancyGroup10/17U.S.OnlyMajorityofMarketersUtilizeBasicPersonalizationTacticsGiventhearrayofdataavailableforpersonalization,justoverhalfofmarketersareutilizingdynamiccontent,indicatingthatmostemailmarketersfailtoembracemoreadvancedpersonalization(Figure5).Personalizationacrosschannelsrequiresadditionalcontent,whichforsomeorganizationsequatestoadditionalheadcountinvestmentsand/ortheinabilitytoaccessaccuratedatatoimplementsuchtargeting.Utilizingreal-timedata,includingoffersandimagesonawebsitecanacceleratethetimeittakestoimprovepersonalization.Additionally,theuseoftechnologysuchaslivetime-targetedimagesandlivedevice-targetedcontent,suchasembeddedvideoinemail,havedeliveredimprovementsinclick-throughrates(Seecasestudy).Tosucceed,marketersmustadoptlivepersonalizationtacticsthatarebaseduponreal-timebusinessdataandnativeopen-timedata.Marketersnotutilizingsuchstrategieswillquicklybeleftbehindasplannedimplementationofthesetacticsareexpectedtogrowsignificantlyinthenexttwelvemonths.



Figure5–EmailMarketingPersonalizationTacticsUtilizedandPlanned–2017

Question:Fromthefollowinglist,pleaseselecttheappropriateoptionforeachofthefollowingtactics–(SelectAll)

Note:EmailMarketingTacticsOnlySource:TheRelevancyGroupExecutiveSurveyn=301,8/17,U.S.Only.

IncreasesinEmailMarketingPersonalizationSophisticationCorrelateswithHigherRevenueImplementingmoresophisticatedpersonalizationtacticspaysoff.Ineveryway,TheRelevancyGroupsurveydatacorrelatesperformanceimprovementtothetacticsthatwehaveprescribed.TheRelevancyGrouputilizedactualdatareportedfrommarketers.Weincludedthesurveyparticipantmeanmonthlysendingsizeof26millionmessagesandappliedtheactualperformancemetricsbypersonalizationtacticutilized,whichthemarketershadreportedtous.Theresultsbelowareinisolation,inthattheyrepresentthesingulartacticutilized.Thefindingswereimmediatelyevidentandmoreimpressivethanthosethatdidnotutilizepersonalizationthatreportedmonthlyemailmarketingrevenuesof$3.2million.Theframeworktacticswemandatedeliverahugerevenuebenefitcoveringanyadditionalstaffandplatforminvestments(Figure6).

● FirstNamePersonalization–Tyingintothemostbasicformofpersonalization,firstnamepersonalizationcomesinattheoverallaverageof$3.8millioninmonthlyemailmarketingrevenuecontribution.Thisisthebaselinethatincreasedpersonalizationiscomparedto.

● DynamicContent–Thosethatareutilizingsomesegmentationtodeliveremailthatincludepersonalizationarealsoattheoverallbaselineaverageof$3.8millioninmonthlyemailmarketingrevenue.ThistactictypicallyreliesonbasicgenderordemographicCRMdata-drivenpersonalization.Oncehighlyeffective,suchapersonalizationapproachisnottablestakes.

● BehaviorTargeting–Thisisthefirstsignificantjumpthatwefindwiththeadvancementofpersonalizationtactics.Thisbehavioraspectofourdataframeworkindicatesthatthoseemailmarketersleveragingbehavioraldataarebenefitingfromrevenueimprovements.Thissegmentdelivers$4.1millioninmonthlyemailmarketingrevenue.

● Real-timeTargeting–Combiningbothnativeopen-timedata,suchasdevice-in-useatopentime,timeofopen,locationoftheuseratopen,andlivebusinesscontextdata,suchasliveeventorinventory-baseddatadeliverstremendousrevenuebenefits.Correlatingthistactictoperformanceresultsfindsanaverageof$4.3millioninmonthlyemailrevenue.A13percent(13%)improvementoverfirstnamepersonalization.

42% 42% 44% 46% 46% 46% 47% 49% 52% 55%

38% 35% 35% 34% 34% 34% 31% 30% 28%

32%

20% 24% 21% 21% 20% 20% 22% 22% 20% 12%

0% 20% 40% 60% 80% 100%

Utilizepredictiveintelligence,recommendation enginesChangecontent/offerattimeofemailopen

UtilizesubjectlinepersonalizationUsevideoinemailcampaigns

Utilizetriggered,lifecyclemarketingacrossmultiplechannelsUtilizereal-timedatasuchaslocationorothereventbaseddata

Targetourcustomersbasedonweb-sitebehaviorTargetourcustomersutilizinglife-stagemarketingtactics

UtilizefirstnamepersonalizationUtilizedynamiccontent

CurrentlyUse PlantoUseinNext12Months NoPlans



CaseStudy–DrivingResultswithPersonalization

Brand:Stella&Dotaimstogiveeverywomanthemeanstoachievesuccessandbalancethroughacareersheloves.Backedbycutting-edgetechnologyandacommunityofsupportivewomen,it’sabusinessthat’sforward-thinking,flexible,and,mostimportantly,alotoffun.Stella&Dotreliesheavilyonemailmarketingtocommunicatewithcurrentandprospectivecustomers.

Challenge:Onthebrand’swebsite,aconsumercouldinteractwithup-to-the-minuteproductphotospostedbyitscommunityofstylists,butinemail,theimageryquicklybecamedatedasnewpostswereadded.Also,sometimesproductsinemailwerenolongeravailableunderapromotionaloffer,oratall.

Solution:UtilizedLiveScrapes,LiveTimers,LiveImages,LiveVideosandotherLiveclickerfeatures.Theycouldshowcaseitemsofinterestona1:1basisandonlyfeatureitemsthatwereavailable.TheyalsousedLiveclicker’sRealTimeBehavioralProfilestofeaturepersonalized,behavior-basedcontentinmorecampaignsbecausetheyareseeingaliftinclick-throughratesasaresultofaddingthiscapability.

Results:3.31Xincreaseinemailclick-throughrates.Liveproductphotographynowfeaturedinmorethanone-thirdofallemails.ShowcasingitsGallerythathasshoppable,user-generatedimageshavebeentheirmostsuccessfulcampaignsfromanengagementstandpoint,andthey’reabletoplaceimagesfromcustomersintoemailmessagessothey’realwaysfreshandrelevant.Personalizedproductrecommendationsbasedonwebsitebehavior.

● MachineLearningPersonalization–Forthe42percent(42%)ofemailmarketersutilizingpersonalizationenabledbymachinelearning(ML),thegreatestemailmarketingrevenuecontributionof$4.6millioninmonthlyrevenuecontributionisrealized.Itresultsina21percent(21%)improvementoverthosethatutilizejustfirstnamepersonalization.

Figure8–PersonalizationTacticsUtilizedandMonthlyRevenueGenerated(Thousands)

Question:Foreachofthetacticscurrentlyutilized,wetooktheallparticipatedmeanof26millionemailmessagesamonthandappliedtheactualperformancemetrics;Deliverabilityrate,open,click-through,conversionrateappliedtothereportedAOV.

Source:TheRelevancyGroupExecutiveSurveyn=3018/17U.S.Only.

$3,812.00 $3,846.00 $4,149.00 $4,329.00 $4,632.00

$0.00

$1,000.00

$2,000.00

$3,000.00

$4,000.00

$5,000.00

FirstNamePersonalization DynamicContent

BehaviorTargeting Real-timeTargeting

MachineLearningPersonalization



ConclusionRevenuecontributionfromemailmarketingisincreasingyear-over-yearasarethenumberofmarketersutilizingthechannel.Thereismorecompetitionintheinboxandonlinebrandsandadvertisementsarecompetingforconsumers’fracturedattention.Consumersdemandrelevantexperiences.Personalizationisnecessarytosatisfyconsumerexpectationsandinfluencebrandselection.Implementingmoresophisticatedpersonalizationtacticspaysoff.Businessesutilizingmoresophisticatedpersonalizationtacticsenjoymoreincreasesinrevenuethanthosenotembracingpersonalizationorthosethatutilizebasictactics.Businessesmustmakepersonalizationinvestmentsthatspaneverydigitalchannelandutilizenativeopen-timedataandlivebusinesscontextdatatoadvanceresultsandoptimizethecustomerexperience.



AboutLiveclicker|liveclicker.com|@LiveclickerFoundedin2008,Liveclickerisaglobalproviderofreal-timeemailpersonalizationsolutionsforB2Cmarketers.SincethereleaseofitsVideoEmailplatformin2009,marketershaveusedLiveclickertocaptivateconsumersanddriveprogramperformance.Today,topbrandssuchas1-800-FLOWERS,AT&T,BestBuy,MasterCard,Lowe's,NintendoandSamsungrelyonthecompany’smarket-leadingRealTimeEmailsolutiontodeliverengaging,personalizedmessages,simplyandatscale.

AboutTheAuthor|DavidDaniels|@EmailDaniels|[email protected],Daviddirectsmarketresearchandadvisoryservicesessentialtodigitalmarketing.DirectMagazinesaidDavidis“oneofthemostinfluentialexpertsinemailmarketing,ifnotthemostinfluential.”In2017DavidwasnamedEmailMarketingThoughtLeaderofTheYearbytheDMA’semailexperiencecouncil.Co-authorofthebook‘EmailMarketingAnHourADay’,DavidhasheldseniorlevelpositionsatForrester,JupiterResearch,Apple,Anthropologieandothertopbrands.DavidisalsothePresidentandPublisherofTheMarketerQuarterlyadigitalmagazineandappformarketersbymarketersavailableforfreewithregistrationonlineandviatheApple,Google,Amazonappstores.

AboutTheAuthor|NicholasEinstein|@OtherEinstein|Nick@RelevancyGroup.comNickisVPofResearchandPrincipalAnalystatTheRelevancyGroup.HemanagedworldwideemailmarketingoperationsandcustomerrelationshipmanagementforRealNetworksandsubsequentlyservedforfiveyearsasVPofDeliverability&StrategicServicesforaprominentEmailServiceProvider(ESP).NickreceivedhisBAinAnthropology&SociologyfromKenyonCollegeandMBAfromtheUniversityofWashington.

AboutTheRelevancyGroup|www.RelevancyGroup.com|@RelevancyGroup|877.972.6886Measuringconsumerandexecutivebehaviors,TheRelevancyGroup(TRG)providesmarketresearchandadvisoryservicesthatdeliverstrategiestooptimizeareturnonmarketinginvestments.Inadditiontoworkingwithsomeofthetopbrandsandvendorsinthedigitalmarketingeconomy,TRGproducesdozensofsurveys,researchreportsandwebinarseachyear.TRGoffersaresearchsubscriptionservicethatincludesaccesstooriginalresearchreports.TRGalsopublishesthedigitalmagazineformarketersbymarketers,TheMarketerQuarterly,adigitalmagazineandapp;downloaditforfreeappstores.

AboutTheResearch|TheMethodologyInAugust2017TheRelevancyGroupconductedasurveythatresultedin301completedandqualifiedadvertisingandmarketingexecutives.Wequalifiedrespondentsbasedonthesizeoftheircustomerdatabase,emailsendingvolume,familiarityoftheircompany'smarketingefforts,andotherattributessuchastheindividuals’role/title.Respondentsself-identifiedtheircompanysizeandmarketsectorcategory.Wecollecteddescriptiveinformationabouttheseorganizationsincludingrevenue,emailmarketing,tacticsandperformancedata.Thesurveyutilizedskiporderingandrandomizationandscreenerquestions.ThesurveydesignandfinalanalysiswasdevelopedbyateamTRGofanalysts.

FormoreinformationonTheRelevancyGroup’sservices,visitwww.therelevancygroup.com,call(877)972-6886,[email protected]@emaildanielsor@relevancygroup

Reproductionbyanymethodorunauthorizedcirculationisstrictlyprohibited.TheRelevancyGroup’sreportsareintendedforthesoleuseofclients.Forpresscitations,pleaseadheretoTheRelevancyGroupcitationpolicyathttp://relevancygroup.com/press.Allopinionsand

projectionsarebasedonTheRelevancyGroup’sjudgmentatthetimeofthepublicationandaresubjecttochange.

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