The Relevancy Group Releases Their Email Marketing Buyer’s Guide and Issue 17 of the Marketer Quarterly

The Relevancy Group, a leading market research and advisory firm released “The Relevancy Ring – ESP Buyer’s Guide, 2018 – Enterprise Edition.” The research evaluates six enterprise EPSs (Email/Everychannel Service Providers) including Adobe, Cheetah Digital, Epsilon Agility Harmony, MessageGears, Salesforce Marketing Cloud and Zeta Global. Vendors are evaluated on customer satisfaction, product functionality, services capabilities, innovation, and breadth.

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The 38-page report also provides details on every aspect of vendor selection and market analysis on email marketing trends as well as deep inspection of the platforms evaluated.

“This is our fifth annual ESP Buyer’s Guide and this year the Relevancy Rings are specific to each vendor which measures their functionality and satisfaction against participant and industry averages. The functionality highlighted relate to three key themes that are most important to enterprise marketers. They are — Automation, Analysis/Attribution, and Real-time,” said David Daniels, CEO, The Relevancy Group.

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Some of the research findings include:

• ESP continues to mature from Every channel to Experience through the enablement real-time contextual-rich information that mechanized the delivery of an improved customer experience. This data-driven approach to automation across every channel can embody location, preference, behavioral, attitudinal and other data important to the customer experience.
• AI and machine learning are a fixture in many ESP solutions. The ability to leverage machine learning to improve offers, predict the best journey, automate data integration, and simply take over tasks that a marketer used to have to do are present in many of the enterprise ESPs that we reviewed.
• Progressive profiling had related to capturing customer preferences over time. Now in the age of site tags to capture customer signals and apply AI/machine learning, it is possible to target and segment customers at the individual level in real-time. Many marketers and ESPs are moving to an approach that utilizes real-time data and automation to deliver a highly relevant individualized experience.

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