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1、MARTECH INTELLIGENCE REPORTENTERPRISEEMAILMARKETINGPLATFORMS:A MARKETERS GUIDES E C O N D E D I T I O NTO THE INBOX AND BEYONDZeta ESP enables you to create real-time,personalized email campaigns that drive substantial business growth and easily connect across channels,for seamless customer experien
2、ces beyond the inbox.Individualized email andomnichannel marketing at scaleZeta Global leads with a modern solution that simplifies complex marketing.The Forrester Wave:Email Marketing Service Providers,Q1 2022 2023 Third Door Media,Inc.1 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Emai
3、l Marketing Platforms:A Marketers GuideScope and methodology.2Email marketing platform market overview.3Figure 1:Email marketing delivers an astounding ROI.3Figure 2:Despite being long established,email marketing software revenue is expected to continue to grow.4Not shiny or new,but consistently del
4、ivering results.4Figure 3:Email-related technologies were among the most replaced applications in the MarTech Replacement Survey.5Figure 4:Customer experience and data are driving marketers to replace their email platforms.6 The latest generation of email technology.6Figure 5:Launch dates of email s
5、oftware that is the foundation of todays tools.7Figure 6:Email is one of customers most preferred communication channels.8Mostly mature vendor market features a few upstarts .9Figure 7:Select marketing cloud providers and their email solutions.9 Venture funding slows .10Mergers and acquisitions .10E
6、nterprise email marketing platform capabilities.11Message design and creation.11Workflow automation and collaboration.11Message previewing.12Email and SMS sending .12Deliverability management.12Data management.13Analytics and reporting.13Ecommerce capabilities.13 Third-party integrations.13Automatio
7、n and landing pages.14Table 1:Uses of artificial intelligence and machine learning in email marketing platforms.14Table 2:Email marketing vendor comparisons.15Choosing an enterprise email marketing platform.15The benefits of email marketing platforms.15Enterprise email marketing platform pricing.16R
8、ecommended steps to making an informed purchase.17Step one:Do you need an enterprise email marketing platform?.17Step two:Identify and contact appropriate vendors.18Step three:Scheduling the demo.19Step four:Check references,negotiate a contract.20Conclusion.21Vendor profiles.22ActiveCampaign.22Adob
9、e.25Bloomreach.28Campaign Monitor.32Cheetah Digital.35Constant Contact.39Cordial.41Salesforce.45Upland Adestra.48Upland PostUp.52Zeta Global.55Table of ContentsLifetime Value:Engagement Score:$24,870HighSALEInsights and trends from 6,000 marketers and over two trillion outbound marketing communicati
10、ons.Lauren BoyleLowell,MASee how theyre driving results.Real-time engagement.More productive workflows.Marketers are making every moment count to drive success now.From the insights of 6,000 marketers to 2 trillion+outbound moments worldwide,uncover marketings top six trends in our 8th State of Mark
11、eting Report.Get the report for free at the report87%of marketerssay they provide greater value now than last year.MARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers Guide 2023 Third Door Media,Inc.2 https:/martech.orgScope and methodologyThis report examines the current ma
12、rket for enterprise email marketing platforms and the considerations involved in implementing them.This report addresses the following questions:What trends are driving the adoption of enterprise email marketing platforms?What choices are available in email marketing platforms?What capabilities do e
13、nterprise email marketing platforms provide?Does my company need an email marketing platform?How much does an email marketing platform cost?If you are considering licensing an enterprise email marketing platform,this new report will help you make that decision.It includes the latest industry statist
14、ics,developing market trends,and vendor profiles and product updates.This report is not a recommendation of any particular email marketing platform or company and is not meant to be an endorsement of any particular product,service or vendor.The vendors profiled are representative of the choices avai
15、lable.We have not attempted to list all the available options.For the purposes of this report,email marketing platforms are defined as software to facilitate email communication between a business and its prospects and customers,enabling efficient marketing campaigns through audience building,person
16、alization,design tools and analytics.Though some of the platforms we look at are part of larger systems,we do not focus on marketing automation platforms in this report(see our separate report on marketing automation).Though some email platforms handle both marketing and transactional messages,we ar
17、e concerned primarily with marketing-focused applications in this report.Point solutions that focus on one or two specific aspects of email marketing are discussed in the reports market overview but are not its main subject.We have not included agencies that offer proprietary email marketing tools a
18、s part of their services.The report was prepared by conducting in-depth interviews with leading vendors and industry experts in the first quarter of 2023.This inquiry,in addition to third-party research,form the basis for this report.Editorial Adviser:Kim Davis,Editorial Director,MarTech,Third Door
19、MediaResearch/Writer/Editor:Pamela Parker,Research Director,Content Studio,Third Door Media 2023 Third Door Media,Inc.3 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideEmail continues to grow because it delivers consistent and impressive results.Em
20、ail marketing platform market overviewAs excited as digital marketers get about the shiny new thing(Im looking at you,AI),one of the first and most-established forms of online marketing email remains the backbone of most companies programs.This isnt your grandfathers email marketing,though.Marketers
21、 have embraced capabilities for data-driven personalization,multi-channel campaign management,audience segmentation,testing and more some of these driven by AI and machine learning.Email continues to grow because it delivers consistent and impressive results.For every dollar marketers spend on email
22、 marketing,they generate$36 in revenue,a Litmus survey of 2,000 email marketers found in 2020,the latest year for which data is available.Depending on what industry youre in,your companys ROI could be even higher.Agencies in marketing,PR and advertising see a return of$42 for every$1 they spend on e
23、mail,and businesses in retail,ecommerce and consumer goods are rewarded with$45 in revenue for each dollar spent.(See Figure 1)Figure 1:Email marketing delivers an astounding ROI50403020100ROI by industryMedia,publishing,events,sports and entertainmentSoftware and technologyMerketing,PR and advertis
24、ing agencyRetail,ecommerce and consumer goods32:136:142:145:1Source:Litmus 2020 State of Email Survey of more than 2,000 marketing professionals worldwide.Thats why,despite being so well-established,email software continues to attract more investment,though its not growing quite as quickly as other
25、technologies,perhaps because its already so mature.Spending on email marketing software globally is expected to grow from$1.26 billion in 2022 to$2.76 billion by 2029,at a compound annual growth rate of 11.8%,according to Fortune Business Insights.2023 Third Door Media,Inc.4 https:/martech.orgMARTEC
26、H INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideEmail may have been around since the dawn of the internet,but the space doesnt stand still.Figure 2:Despite being long established,email marketing software revenueis expected to continue to grow$3.00$2.00$1.00$0.002021Billio
27、ns of US Dollars$1.152022$1.262029$2.76Source:Litmus 2020 State of Email Survey of more than 2,000 marketing professionals worldwide.Not shiny or new,but consistently delivering resultsEmail may have been around since the dawn of the internet,but the space doesnt stand still.Email marketing,and the
28、technology that enables it,have evolved to deal with challenges like spam and deliverability and also to take advantage of opportunities,such as the ever-increasing sophistication of data usage for hyper-personalization.When MarTech surveyed marketers for the 2022 MarTech Replacement Survey,they sai
29、d technologies for email distribution and for marketing automation(a chief component of which is email),were both in the top four software types replaced over the previous 18 months(See Figure 3).2023 Third Door Media,Inc.5 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Pla
30、tforms:A Marketers GuideMost of the respondents who replaced email distribution systems were moving to a commercial application,either from another commercial vendor or a homegrown solution.Marketing automation was the most replaced application,with 23%of respondents in 2022 saying theyd replaced it
31、,versus 24%in 2021.Email distribution technologies were replaced by 21%of those surveyed in 2022,compared to 24%in 2021.Most of the respondents who replaced email distribution systems were moving to a commercial application,either from another commercial vendor or a homegrown solution.The primary re
32、ason:to take advantage of new and better features.(See Figure 4)Figure 3:Email-related technologies were among the most replaced applications in the MarTech Replacement SurveyMarketing automationCRMSEO toolsEmail distributionWork and project managementVirtual events/Webinar platformEcommerceCMSABMAn
33、alytics/business intelligenceDigital asset managementAttribution/performance toolsCustomer data platformCustomer journey orchestration/analyticsData management platformMulti-function marketing suitee.g.Adobe Marketing Cloud,Salesforce Marketing Cloud,Oracle Marketing CloudIdentity resolutionDXPWhat
34、application(s)did you replace?2022202125%20%15%10%5%0%Source:MarTech Replacement Survey,2022 2023 Third Door Media,Inc.6 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideThe most important capabilities cited were the ability to deliver an improved c
35、ustomer experience,to centralize and capitalize on their data as well as to integrate with other applications.The latest generation of email technologyWhen it comes to technology,maturity can be a disadvantage.New businesses can more easily leverage the latest capabilities of software development,wh
36、ile established firms may be saddled with legacy technologies and architectures.Of course,technology players often introduce new features some at a higher rate than others.But doing that on top of an aging infrastructure,while also keeping things running for an existing customer base,can be challeng
37、ing.The landscape of email marketing players comprises companies that started in the 1990s as well as those launched as recently as 2018(See Figure 5).Percentage of respondents citing these factors as important in choosing a replacement for their email marketing platform.Replaced homegrown with a co
38、mmercial platformReplaced commercial with another commercial platformReplaced homegrown with another homegrown platformReplaced commercial with a homegrown platform64.15%20.75%7.55%7.55%80.00%60.00%40.00%20.00%0.00%80.00%60.00%40.00%20.00%0.00%Improved customer/digital experienceAbility to actively
39、measure ROIIntegration capabilities/open APIData centralization/data capabilitiesCostComplianceSecuritySupportOtherFigure 4:Customer experience and data are driving marketers to replace their email platformsSource:MarTech Replacement Survey,2022When it comes to technology,maturity can be a disadvant
40、age.2023 Third Door Media,Inc.7 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideFigure 5:Launch dates of email software that is the foundation of todays toolsSource:MarTechWhile the COVID-19 pandemic may have driven communications between business
41、and customers to digital channels like email,that preference seems to hold up even now that the pandemic is waning.Fifty-seven percent of customers said they preferred to engage with businesses via email in 2022,down from 65%in 2020,according to Salesforces State of the Connected Customer report.Yea
42、r Founded200020032009785200001ActiveCampaignAdobe(Neolane)Acoustic(SIlverpop)AweberBrazeCampaign MonitorCheetah Digital(CheetahMail)Constant ContactCordialdotdigitalIterable KlayvioMailchimpOracle(Responsys)Salesforce(ExactTarget)SendinblueValid
43、ityZeta Global e-Dialog 2023 Third Door Media,Inc.8 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideDespite this preference,lots of emails land in inboxes without getting an open,much less a read or a click.Figure 6:Email is one of customers most p
44、referred communication channels PhoneEmailIn personOnline chatMobile appMessenger appsSocial mediaVideo chatText/SMSOnline portalsCustomers who prefer the following channelsBase:Customers who use the indicated channels.Maximum of three preferred channels accepted.2020 202254%59%65%57%44%46%38%42%38%
45、28%26%27%20%21%20%21%20%19%20%18%Source:State of the Connected Customer,5th Edition,Salesforce ResearchDespite this preference,lots of emails land in inboxes without getting an open,much less a read or a click.Meanwhile,recipients spent an average of only 10 seconds reading brand emails in the first
46、 three quarters of 2021,a Litmus analysis of eight billion email opens found.That was down from 11.8 seconds in 2020 and 13.4 seconds in 2018.These statistics explain why marketers,and the email marketing platform vendors serving them,are focusing on technologies to create more personalized,relevant
47、 and engaging messages that improve the odds of their content being read and acted on.The personalization imperative amid data pressuresMeanwhile,other developments are changing the data landscape,making it harder to even gather statistics like these about users interactions with emails.Because of e
48、fforts to safeguard customer privacy,tech companies are making it harder for marketers to gather data about individual users.2023 Third Door Media,Inc.9 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideIn addition to the pending demise of third-part
49、y cookies,both Apple and Google are reducing the utility of mobile ad identifiers in an effort to safeguard customer privacy.In addition to the pending demise of third-party cookies,both Apple and Google are reducing the utility of mobile ad identifiers in an effort to safeguard customer privacy.Ano
50、ther change affecting email marketing in particular arose in mid-2021 when Apple announced Mail Privacy Protection(MPP)features in iOS,Mac OS and Watch OS that can limit the data available to marketers by concealing opens and IP addresses.Another Apple feature,Hide My Email,lets users create their o
51、wn unique random email addresses that forward to their inbox.This means that a person could use a unique email address for every business with whom they have a relationship,foiling technologies that seek to tie together behavior from different sources to get a holistic view of a customers interests
52、and needs.These changes are spurring a dramatic shift to first-party data in all digital marketing disciplines,and they have led to the decline of the open rate as a meaningful email marketing metric,since MPP obscures whether,or when,emails are opened by using a cache.Both the increased emphasis on
53、 data-driven personalization and the shifts in the data landscape have spurred vendors of email marketing platforms to augment the data available within their platforms and change the emphasis to metrics other than open rate.Mostly mature vendor market features a few upstartsThe big marketing cloud
54、providers Adobe,Oracle,Salesforce,Acoustic and Zeta made investments in email by acquiring standalone players some more recently than others(See Figure 7).Figure 7:Select marketing cloud providers and their email solutionsNASDAQ:ADBE26,000 employeesAcquired Neolane in 2013.Also offers marketing auto
55、mation via Marketo,which it acquired in 2018.Privately held 1,250 employees In its previous incarnation as part of IBM,it purchased Silverpop in 2014.Silverpop had previously acquired marketing automation provider CoreMotives in 2012.NYSE:CRM 74,000 employees Acquired ExactTarget in 2013.Also offers
56、 marketing automation via Pardot,which had been purchased by ExactTarget in 2012.NYSE:ORCL 135,000 employees Purchased Eloqua in 2012,Responsys in 2013 and Bronto(via Netsuite)in 2016.In March of 2021,Oracle announced end of life status for Bronto,saying it would support it through the end of May,20
57、22.NYSE:ZETA 1,400+employees Added email capabilities via its purchase of the CRM division of eBay Enterprise,e-Dialog,in 2015.Followed that up with the acquisition of Acxiom Impact in 2016 and Boomtrain in 2017.Source:Enterprise Email Marketing Platforms:A Marketers Guide,a MarTech Intelligence Rep
58、ort,Third Door Media,Inc.2023 Third Door Media,Inc.10 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideThough the email category is well established,innovations are still fueling investment while combinations with other marketing technologies are dr
59、iving mergers and acquisitions.Venture funding slowsVenture financing activity has slowed after a busy 2021,as economic uncertainty is contributing to a“wait and see”attitude among investors.In October of 2022,Klayvio closed$100 million in financing.It previously raised$320 million in May of 2021 an
60、d$200 million in November of 2020.Cordial took in$50 million in a series C round C in July 2022,which it pledged to use for product innovation and global expansion.ActiveCampaign has received$360 million in VC funding through three rounds,Techcrunch says,with the most recent round of$240 million(at
61、an over$3 billion valuation)coming in April 2021.Iterables latest funding round occurred in June of 2021,which was reported to be$200 million.In total,Techcrunch reports the company has attracted$342.2 million in financing.SparkPost,an email delivery,optimization,and analytics platform,raised$180 mi
62、llion in January of 2021.The funds were said to be intended for product development and strategic acquisitions.Smaller player,MailModo,raised$2 million in July of 2021,following an earlier round in January of$270,000.The company is working to add interactivity to email marketing.Meanwhile,Sendinblue
63、s latest funding round,a reported$160 million,occurred in September 2020.Prior to that,the latest period of significant activity in the email space was 2018,when Braze brought in$80 million in October and Cordial took in$15 million in June.Mergers and acquisitionsConsolidation activity has also slow
64、ed somewhat.The biggest blockbuster deal recently was Intuits acquisition of Mailchimp for$12 billion,announced in September of 2021.Also that month,Constant Contact finalized a deal to acquire email automation provider SharpSpring,following that up in January of 2022 with an agreement to acquire Au
65、stralian SMS and email platform Vision6.Other recent big news involves the 2023 rebranding of CM Group to Marigold following its merger with Cheetah Digital in February of 2022.Marigold,which is majority-owned by Insight Partners,is also the parent of Campaign Monitor and Emma,among other related ma
66、rketing technology brands like Sailthru.For its part,Zeta Global acquired surveying tool Appness in October 2021.In 2019,the company purchased AI and content classification company Temnos in January and data management platform(DMP)and demand-side platform(DSP)Sizmek in April.It snapped up location
67、data company PlaceIQ in July.Venture financing activity has slowed after a busy 2021,as economic uncertainty is contributing to a“wait and see”attitude among investors.2023 Third Door Media,Inc.11 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideEma
68、il marketing platforms usually offer features for email creation and sending,but consolidation and integrations have added to what other features you can expect to get.In September of 2021,Sweden-based Sinch agreed to acquire Pathwire,the cloud-based email provider behind Mailgun,Mailjet and Email o
69、n Acid,for$1.9 billion.The deal gave Sinch greater parity with Twilio,which acquired SendGrid in a$3 billion transaction in February of 2019.Twilio also acquired CDP Segment in November of 2020 in a transaction valued at$3.2 billion.Validity acquired email analytics and deliverability provider 250ok
70、 in February 2020,cementing its deliverability and data quality capabilities.The company has previously acquired Return Path(2019),BriteVerify(2018),CRMfusion(2019)and AppBuddy(2019).Enterprise email marketing platform capabilitiesEmail marketing platforms usually offer features for email creation a
71、nd sending,but consolidation and integrations have added to what other features you can expect to get.Common capabilities include:Message design and creation Workflow automation and collaboration Message previewing Email and SMS sending Deliverability management Data management Ecommerce capabilitie
72、s Analytics and reporting Third-party integrations Automation and landing pagesSome providers offer more advanced capabilities,such as:More full-featured customer data platform functionality.Artificial intelligence and machine learning capabilities leveraged through different parts of the platform,i
73、ncluding for optimization and personalization of content(See Table 1).Message design and creationProviders typically offer a library of templates designed to simplify the process of message design and creation.The sophistication of these templates and the interface for using them differ from provide
74、r to provider,and most offer the capability for building your own templates from scratch.These builders usually feature either a drag-and-drop interface or a code-centric option using HTML or MJML,an open-source email-specific markup language created by Mailjet.Many providers let marketers choose fr
75、om these interfaces and some incorporate technologies that enable interactivity such as AMP for email or CSS.Some marketers use an entirely separate tool for this aspect of the process,such as BEE,Knak,Topol.io,Stensul,Stripo,Chamaileon and Postcards by Designmondo.For these companies,ensuring their
76、 main platform integrates easily with their builder tool is key.2023 Third Door Media,Inc.12 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideThe majority of email platform providers send emails,but their technologies both software and hardware and
77、approaches for doing so can differ.Workflow automation and collaborationSome standalone designer tools have won customers by developing features that allow users to smooth their workflows especially where it comes to working within a team or coordinating between a brand and its agency.Many of the la
78、rger platforms also offer capabilities along these lines.For example,solutions oriented toward franchise businesses let licensors provide assets,templates and such to their franchisees to guide and support their local efforts.Message previewingThough previewing goes hand in hand with message creatio
79、n,were discussing it separately because theres so much specialization involved in this part of the process.One of emails biggest challenges is that recipients view emails on a wide variety of platforms.Website designers are accustomed to tweaking code to control how a site looks in different browser
80、s and different versions of those browsers.The challenge for email is even greater.For each of the platforms that run email software mobile phones,browser-based inbox providers and desktop clients there are multiple brands and possible interfaces.Mailers sending to business recipients at large corpo
81、rations have their own challenges,since each companys IT department may have developed its own infrastructure and interface.This means the ability to preview how messages look in all of these types of inboxes is an important feature,though some email marketing platforms simply integrate with a speci
82、alist in this area such as Litmus or Email On Acid.Email and SMS sendingThe majority of email platform providers send emails,but their technologies both software and hardware and approaches for doing so can differ.More advanced features here can be especially important to marketers sending large vol
83、umes of emails or doing sophisticated personalization.For example,some inbox providers will only accept a certain amount of messages from a single sender during a specified period of time.To adjust for this,email marketing platforms can allow users to send their messages over a longer period of time
84、 to avoid being blocked.This functionality can also be beneficial for companies that need to manage server bandwidth on their ecommerce sites during special promotions,or those that want to ensure their call centers arent overloaded.More full-featured vendors may offer capabilities for managing and
85、conducting SMS communications,as well,which have grown in importance as consumers have become more comfortable with the medium for timely notifications.Many vendors consider SMS a particularly effective channel and expect it to become more important in marketing.Deliverability managementBesides spre
86、ading out sending to avoid being seen as a spammer,email marketing platform vendors typically do a great deal more to ensure the delivery of the messages they send.For example,tools that marketers use to preview emails can also warn if the content of the email is likely to trigger spam filters so th
87、ey can make changes before sending.2023 Third Door Media,Inc.13 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideThe ways that email marketing platforms allow marketers to capture,analyze and act on data are the areas of the greatest competition and
88、 differentiation between email marketing platforms.Other deliverability measures include putting authentication protocols such as DKIM,SPF and DMARC in place,to reassure inbox providers that messages are not forged.A relatively new protocol,called Brand Indicators for Message Identification(BIMI)has
89、 recently been gaining ground.When senders implement BIMI,a brand-controlled logo can appear next to a message in an inbox that supports the feature,adding to the messages credibility and building brand recognition.Email marketing platform vendors also build personal relationships with inbox provide
90、rs,designating specialists on their teams to serve as liaisons with the biggest ISPs.Through these relationships,which often leverage technology integrations to collect feedback,they can keep up with changes and head off issues before they affect clients businesses.Data managementThe ways email mark
91、eting platforms allow marketers to capture,analyze and act on data are the areas of the greatest competition and differentiation between email marketing platforms.The most sophisticated email marketing platforms,however,go well beyond this by incorporating customer data platform(CDP)functionality.Th
92、ese systems gather data from your recipients interactions with your emails,but can also append information from a variety of on-and off-line touchpoints,as well as third-party data sources.Given marketers shift to prioritizing first-party data,an email address is often the most valuable information
93、about a customer or prospect,especially because it can lead to gathering additional information.Most email marketing platforms have tools that help marketers manage list hygiene,eliminating bounces and unsubscribes in keeping with regulations like CAN-SPAM.Some providers may also include tools to re
94、activate or unsubscribe addresses that have not interacted with your messages for a given period.More sophisticated applications for data include audience building and segmentation,including the use of artificial intelligence and machine learning to surface insights from big data stores.Analytics an
95、d reportingAt a minimum,email marketing platforms offer reporting on things like delivery rates,click-through rates,bounces and unsubscribes.If youre able to connect the platform to data from the point of purchase,or to other conversion events,you may be able to tie your email messages to specific r
96、eturns.Ecommerce capabilitiesEmail is especially valuable to ecommerce,direct-to-consumer and multichannel retailers.Some providers offer functionality created specifically for integration with ecommerce platforms,which enable personalization for cross-selling and upselling,as well as interactivity
97、to allow purchases directly from an email message.Third-party integrationsWhile,for many marketers,email is one of their most important channels,its unlikely to be the only one.Therefore,integrations with other marketing and business applications are critical.Most vendors offer integrations to other
98、 systems,but workflows are smoother within some interfaces compared to others.2023 Third Door Media,Inc.14 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideLike automation,the creation of landing pages tailored for individual marketing campaigns is
99、another feature typically associated with marketing automation platforms.Automation and landing pagesAnother feature offered in email marketing platforms is the ability to automate the sending of individual emails or series of messages,such as warm-up series,drip campaigns or messaging triggered by
100、a particular recipient behavior(such as shopping cart abandonment,for example).Like automation,the creation of landing pages tailored for individual marketing campaigns is another feature typically associated with marketing automation platforms.Company NameInsights/suggestions for list segmentationI
101、nsights/suggestions for personalizationInsights/suggestions for contentFor automating optimized send timesFor copywritingOtherActiveCampaign84448Website personalizationAdobe44448Website personalization,Intelligent Offer DecisioningBloomreach44444Website personalization with A/B testingCampaign Monit
102、or88848Cheetah Digital44448Relational database;Apple MPP and bot mitigation;cross-channel engagement in a single interface;consistent cross-channel profiles;drag and drop queries;dynamic content;real-time segmentation;dynamic personalizationConstant Contact44488Cordial44448Affinity,engagement,produc
103、t recommendations,and other Architect modelsSalesforce44444Anomaly detection and content taggingValidity88888Upland Adestra88848Upland PostUp88848Zeta Global44444Real-time scoring,semantic learning,collaborative filtering,deep/shallow learning,NLP,image analysis,integrated model creation via MLHQ,vi
104、sualize model fit and diagnostic metrics,X factor optimization(property,price,etc.)Source:Third Door Media survey of vendorsTable 1:Uses of artificial intelligence and machine learning in email marketing platforms 2023 Third Door Media,Inc.15 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise
105、Email Marketing Platforms:A Marketers GuideWhile any but the most nascent of businesses will likely have adopted some approach to email,given its centrality to business in general,adopting an enterprise solution offers many benefits.Choosing an enterprise email marketing platformThe benefits of emai
106、l marketing platformsWhile any but the most nascent of businesses will likely have adopted some approach to email,given its centrality to business in general,adopting an enterprise solution offers many benefits.These may include:Data unification across channels.Some email marketing platforms include
107、 full-fledged customer data platforms,but,even if they dont,the customer databases associated with these systems can serve as a single source of truth across an organization.Such unification can provide businesses with a complete portrait of their customers,permitting them to leverage data for marke
108、ting,customer service and product development purposes.Platforms can also assist with compliance with CAN-SPAM and other privacy regulations.A more unified technology stack overall.Most email marketing platforms offer extensive integrations with other business technologies,allowing companies to more
109、 easily work across silos.Ability to identify more profitable audiences and segmentation strategies.The unified data trove gives marketers the opportunity to get to know their customers better,and also to identify lookalike audiences by connecting to additional data sources.Artificial intelligence a
110、nd machine learning capabilities can find useful patterns that marketers may not know to look for.VendorAbility to create AMP-enabled interactive emailsAbility to create CSS-based interactive emailsA/B testingMultivariate testingLanding page builderSMS messagingTools for building dynamic emailsTools
111、 for building live emails(dynamic content based on data that isnt known prior to the send)Ability to automate warm-up campaigns,drip campaigns,RSS-triggered content campaignsActiveCampaign444444444Adobe4444444Q4Campaign Monitor844QQ44Q4Bloomreach444444444Cheetah Digital444444444Constant Contact88484
112、4484Cordial8444Q4444Salesforce444444444Upland AdestraQ4444Q4Q4Upland PostUpQ444444Q4Validity888888888Zeta Global444444444Source:Third Door Media survey of vendorsTable 2:Email marketing vendor comparisons4 Yes,natively 8 No Q Yes,through an integration 2023 Third Door Media,Inc.16 https:/martech.org
113、MARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers Guide More efficient workflows.Every email message thats meant to be delivered to an audience or segment typically goes through an internal review and approval process.Some email marketing platforms feature the ability to c
114、ollaborate and obtain approvals within the platform,which is especially helpful for larger more-distributed organizations and those in more regulated industries.Franchises and other multi-location businesses benefit from more complex systems aimed at sharing useful assets and establishing guidelines
115、,while also allowing those closest to the customers to add valuable customization.More personal and efficient communication with customers.Template design combined with data insights and segmentation can deliver more personalized,relevant and timely messaging.Automation and triggered-messaging featu
116、res allow for more efficiency,as well.When systems include SMS or mobile notification options,this allows businesses to extend communications to those channels.Improved deliverability and design of email messages.Email marketing platforms deliverability systems both technological and relationship-or
117、iented can help businesses ensure their messages make it to the inbox.Once they arrive,design and preview features give more control over how the messages appear,no matter where they are viewed.Access to more advanced templating and interactivity.Interactive capabilities via AMP for email or CSS are
118、 more easily accessible with the help of email marketing platforms,allowing businesses to create more engaging messages with better return.Better ability to measure return on investment(ROI)and more.Data and reporting capabilities can tie email messages to specific business goals,allowing marketers
119、to optimize content and targeting.Enterprise email marketing platform pricing Each email marketing platform provider has its own approach to pricing,especially when it comes to adding additional features through connected modules.A feature included in the base pricing at one provider may be an extra
120、 charge at another.For the most part,email marketing platforms charge based on the number of users and records under management,as well as the number of emails sent per month.Most platforms are licensed on a software-as-a-service(SaaS)basis,i.e.,the vendor makes the software available online and is
121、responsible for all maintenance and system administration.Adobe is a notable exception here,since it has one tool(Campaign Standard)that is web-based,while a hybrid or hosted version(Campaign Classic)has additional features for more complex implementations.Some providers offer free trials of the pla
122、tforms or proofs of concept,which are more limited tests of the platforms potential benefit for the brands data set.Many of the vendors profiled in this report require an annual contract,while others allow a month-to-month commitment.Larger businesses with more established customer lists may also ne
123、ed to pay for consultation and services associated with optimal data structuring and implementation,though this may be included in some cases.Each email marketing platform provider has its own approach to pricing,especially when it comes to adding additional features through connected modules.2023 T
124、hird Door Media,Inc.17 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideOrganizational silos between departments such as sales,marketing,procurement or customer support increase the risk that your customers experience with the brand is not as target
125、ed or consistent as it should be.Recommended steps to making an informed purchaseUnderstanding your current marketing processes,knowing how to measure success,and being able to identify where you are looking for improvements,are all critical pieces of deciding on an email marketing platform.Here are
126、 four steps to help begin that process and choose the right email marketing platform for your business.Step one:Do you need an enterprise email marketing platform?Deciding whether your company needs an enterprise-level email marketing platform calls for the same evaluative steps involved in any soft
127、ware adoption,including a comprehensive self-assessment of your organizations business needs and resources,staffing,management support,and financial resources.Use the following questions as a guideline to determine the answers.Do we have the right human resources in place?Employing people to impleme
128、nt and use all the features available in an email marketing platform is a prerequisite to success.This includes design and content creation as well as data analysis and strategy.Typically,email providers accommodate multiple levels of expertise when it comes to building email templates,so youll want
129、 to ensure your staffing matches the functionality available in a platform.Utilizing the toolsets available within these platforms can make your marketing staff more efficient and effective.Does our customer data reside in disconnected silos throughout the organization?Organizational silos between d
130、epartments such as sales,marketing,procurement or customer support increase the risk that your customers experience with the brand is not as targeted or consistent as it should be.An enterprise email marketing platform may help connect these disparate systems to provide a more insightful view of cus
131、tomers.Do we have customer knowledge gaps that could be filled with second-and third-party data?First-party data,which includes an email address,is the foundation of your brands relationship with customers,and becoming more important as third-party data sources like cookies and mobile IDs are phased
132、 out by Google and Apple.A unified database that can be appended with data about demographics,locations,financial and other anonymized second-and third-party data can allow you to fill gaps in customer insights.As data collection and matching techniques improve,along with access to cooperative data
133、sources,creating a 360-degree view of customers may make sense.Are we in compliance with GDPR,CAN-SPAM and other data privacy regulations put into place by U.S.states?Consumer data breaches and evidence of misuse continue to make news headlines.As a result,data privacy regulations are on the upswing
134、.Are your organizations data governance practices in compliance with CAN-SPAM,the EUs GDPR and U.S.states privacy regulations?Data-driven marketing is a competitive edge in todays environment but can also escalate the risk of damaging your brand and incurring legal consequences.Many email marketing
135、platforms can ensure compliance with the growing list of regulations and create greater customer trust in your brand.2023 Third Door Media,Inc.18 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideSince email is such a commonly used medium,those not d
136、irectly involved may not be aware of the complications involved in large scale mailing and how a dedicated platform can help businesses meet those challenges.Do we have C-level buy-in?Since email is such a commonly used medium,those not directly involved may not be aware of the complications involve
137、d in large scale mailing and how a dedicated platform can help businesses meet those challenges.It is critical to educate C-level executives and demonstrate the value of a new email marketing platform by running pilot test projects and agreeing to a definition of success in advance.Can we invest in
138、staff training?Getting the most from your new platform requires ongoing training to technical,design,content and marketing teams.Some vendors include or offer training for an additional fee,so be sure to ask about this.To what extent do we need to share data and reports with non-email marketing staf
139、f?Some platforms have features designed to unify data across the enterprise,so teams like customer service and product development can also benefit from a holistic view of the customer.If you plan to take advantage of these capabilities,make sure the integrations,interfaces and reports meet the need
140、s of stakeholders in other organizational roles.Have we established KPIs and put a system in place for tracking,measuring,and reporting results?Its important to know up front what you want your email marketing to achieve.Are you seeking to turn newsletter subscribers into customers,or more frequent
141、customers?Perhaps youre looking to build brand affinity and nurture recipients through a more long-term purchase cycle.Having specific goals will help you decide if youre ready to put an enterprise platform to good use,as well as help you decide which tool will best meet your organizational needs.Do
142、 we have realistic expectations?Adopting a new email platform,especially if it differs significantly from the system youve been using,can take some time to deliver results.There are likely cultural shifts and workflow processes that will need to be implemented and refined.Setting realistic timelines
143、 and goals will help build support at all levels of the enterprise.Step two:Identify and contact appropriate vendorsOnce you have determined that enterprise email marketing software makes sense for your business,research individual vendors and their capabilities by doing the following:Make a list of
144、 all the email marketing capabilities you currently have,those you would like to have,and those you cant live without.This last category is critical and will help you avoid making a costly mistake.For example,if integration with your CRM or other platform is crucial to your operation,make sure you f
145、ocus on it during vendor interviews and demos.If a vendor doesnt offer the“must-have”capability,its obviously not a fit.Take your list of capabilities and then research vendors.Many provide whitepapers and interactive tools that can help with this.Once youve narrowed your list to those vendors that
146、meet your criteria,give them the list of capabilities you need and set a timeframe for them to reply.Decide whether you need to engage in a formal RFI/RFP process.This is an individual preference,however,be sure to give the same list of capabilities to each vendor to facilitate comparison.2023 Third
147、 Door Media,Inc.19 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideThe most effective RFPs only request relevant information and provide ample information about your business and its email marketing needs.The most effective RFPs only request releva
148、nt information and provide ample information about your business and its email marketing needs.It should reflect high-level strategic goals and KPIs.For example,mention your companys most important KPIs and how you will evaluate the success of your email marketing efforts.Include details about timel
149、ines and the existing digital technology you have deployed.When written properly,an RFP will facilitate the sales process and ensure everyone understands the purpose,requirements,scope and structure of the intended purchase.From the RFP responses,you should be able to narrow your list down to three
150、or four platforms to demo.Step three:Scheduling the demoSchedule demos with the vendors as close together as possibles to help make comparisons.Make sure all potential internal users are on the demo call,and pay attention to the following:How easy is the platform to use,especially when it comes to d
151、esign,previewing and collaboration?Does the vendor seem to understand our business and our marketing needs?Are they showing us our“must-have”features?Is the reporting actionable and are we able to extract insights from the data with the human resources we have available?Other questions to ask each v
152、endor include:Data management and reporting 4 What is your approach to list management and hygiene?4 How do you validate the accuracy of your data appends and matches?4 How do you comply with privacy regulations and consumer choice?4 How robust and flexible are your reporting options?4 Can reports b
153、e customized and automatically delivered to different users and types of users in their preferred formats?4 Where are the actionable reports?Workflow and automation4 Are there workflows built in that allow for coordination between marketing,content and design teams,as well as brand and regulatory co
154、mpliance?4 Can we work with franchisees in local markets,or internal operations in different geographies,within the platform to ensure consistency and compliance?Martech and adtech integration 4 How does the platform integrate with martech platforms(i.e.,CRMs,DSPs,CDPs)?4 Does the platform feature a
155、ny built-in data activation capabilities beyond email sending(i.e.,display ad campaigns or social media marketing)?4 What reporting do you provide that will document the ROI from our efforts?Customer support 4 What does the onboarding process entail and how long will it take?4 What are the training
156、options,i.e.,is it online onlyor will you send people to our location to train us?4 What kind of customer support is included?Can we pick up the phone to report problems?4 Will we have a dedicated account manager and technical support?4 Do you offer a proof-of-concept to measure potential performanc
157、e and scale?2023 Third Door Media,Inc.20 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideOnce youve selected a vendor,be sure to get a written list of what technology and support are covered in the contract,since different providers structure their
158、 offerings in different ways.4 What kind of professional services are available?And how much do they cost?4 How does the company handle requests for product modifications?4 What new features are you considering?4 Whats the long-term roadmap and when are features expected to launch?Step four:Check re
159、ferences and negotiate a contractBefore deciding on a vendor,speak with one or two customer references,preferably someone in a business like yours.The vendor should be able to supply you with several references if you cannot identify them yourself.Use this opportunity to ask any additional questions
160、,and to find out more about any topics that werent addressed during the demo.Make sure the person youve been referred to is a primary user of the solution.Consider asking these basic questions:4 Why did you move to an enterprise email marketing platform or change from your previous provider?4 Why di
161、d you select this platform over others?4 Has this platform lived up to your expectations?4 How long did the system take to implement?4 Are you using other providers for things like template and message design and creation,or for previewing?4 Were there any surprises that you wish youd known about be
162、forehand?4 What was the quality of the training resources and the onboarding process?4 Where have you seen the most success?The biggest challenges?4 Do other teams in your company use the tool or share data?How did you get their buy-in?4 How are you measuring your own success?4 How easy was the set-
163、up/migration process?Did the vendor help?4 How responsive is customer service?4 Has there been any downtime?4 Do you use all the resources provided?If not,which ones and why?4 What is the most useful,actionable(favorite)report the tool generates?4 What do you wish they did differently?4 Why would yo
164、u recommend this platform?Once youve selected a vendor,be sure to get a written list of what technology and support are covered in the contract,since different providers structure their offerings in different ways.Ensure youre aware of additional fees that might come up by asking questions like:4 Ar
165、e there charges for custom integrations,if so,how much(and how long will the onboarding take)?4 What is the hourly charge for engineering services,and is there a minimum?4 What partner organizations are available to install and integrate the tool?4 If you need to train a new hire midyear,what will t
166、hat cost?4 What is the“out”clause?4 Are they open to a trial period with options to exit the contract?Obtaining the answers up front and having them in writing will ensure fewer surprises or additional costs down the road.2023 Third Door Media,Inc.21 https:/martech.orgMARTECH INTELLIGENCE REPORT:Ent
167、erprise Email Marketing Platforms:A Marketers GuideNo matter how things change,however,email marketing remains the key for businesses seeking to connect with and learn about their customers,and it delivers unmatched return on investment.ConclusionThough email marketing is a well-established practice
168、,the space isnt standing still.As marketers seek to get to know their customers and use that knowledge to improve the relevance of their communications,data management and personalization technologies have grown in importance.Additionally,advancements in artificial intelligence and machine learning
169、are enabling the development of more sophisticated capabilities across the platform.No matter how things change,however,email marketing remains the key for businesses seeking to connect with and learn about their customers,and it delivers unmatched return on investment.n 2023 Third Door Media,Inc.22
170、 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideTarget audience ActiveCampaign serves B2B,B2C and ecommerce companies of all sizes(from one person and up)and across all countries.Company overview Founded in 2003.1,000 employees.Acti
171、veCampaign has received$360 million in VC funding through three rounds.The most recent round was for$240 million at an over$3 billion valuation in April 2021.ActiveCampaign positions itself as being part of a new category:Customer Experience Automation(CXA).From 2003 to 2018,ActiveCampaign had one o
172、ffice in Chicago.Since then,the company has opened hubs in Indianapolis,Dublin,Sydney and Florianopolis,Brazil.Product overview ActiveCampaigns customer experience automation(CXA)platform allows businesses of all sizes to deliver personalized experiences at every stage of the customer lifecycle acro
173、ss email,social,messaging and text.Businesses can leverage 900+pre-built automations to combine CRM,advanced segmentation and email marketing to orchestrate a connected customer experience.Using 900+integrations,businesses can bring their marketing and sales operations together with a technology sta
174、ck that provides a more efficient and cohesive experience across all channels.Use cases Marketing teams can leverage ActiveCampaign for email marketing as well as for marketing automation.Users can create,plan and automate marketing efforts across all channels to deliver a connected customer experie
175、nce.Ecommerce businesses can utilize ActiveCampaigns marketing solution to connect with their customers and build brand rapport.Ecommerce marketers leverage email marketing and automations to promote new arrivals,cross-sell and upsell.Sales team can use ActiveCampaigns CRM and unified customers data
176、 from other teams interactions to time and personalize outreach.Message design and previewing ActiveCampaign offers 250+free email templates that can be customized to fit customers specific branding needs.These templates support multiple use cases,industries and goals.Users can alternatively create
177、their own campaigns from scratch or from a pre-built template,and easily save their creation for future use.The email designer features a drag-and-drop interface along with a wide range of predesigned elements that can be easily customized in email campaigns.Users can customize and preview emails be
178、fore sending them out to the audience.ActiveCampaign1 N Dearborn St.Chicago,IL Key customersIconosquareThinkificParty HeadphonesMcCrindleHipcooksKey executivesJason VandeBoom,Founder and Chief Executive Officer Maria Pergolino,Chief Marketing Officer Tony Newcome,Chief Technology Officer Dutta Satad
179、ip,Chief Customer Officer 2023 Third Door Media,Inc.23 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideDeliverability managementActiveCampaign works to maintain clean IPs for customers to use through a variety of methods,including:Co
180、ntrol of their infrastructure.Technology to detect potential abuse before it has a chance to reach an inbox.This system scans billions of emails to keep ActiveCampaigns infrastructure clean,and stays on top of compliance requirements.ActiveCampaigns authentication protocols,custom mail server domain
181、s and pre-warmed dedicated IPs support senders of all sizes.Data management CXA users can see a 360-degree view of each visitor,customer,prospect or lead.Depending on how each user sets up their automations or pipelines,contact records can be updated automatically based on any action.A contact recor
182、d can host any data for each individual,such as demographics,past purchases,engagement in emails and automations or communication with notes.Based on a contacts information or behavior,they can be added to a list and segmented automatically or manually,depending on the users preference or campaign g
183、oal.Ecommerce capabilities ActiveCampaign integrates directly with top ecommerce platforms such as Shopify,WooCommerce,Square and BigCommerce to name a few.Ecommerce businesses using ActiveCampaign can add specific commerce features to their campaigns,such as a product catalog within an email that l
184、ets customers purchase items right away-these product blocks can be customized based on a customers individual interests or past purchases.ActiveCampaign also facilitates email series designed to re-engage past customers or nurture first-time customers.Abandoned cart,welcome series and product revie
185、w requests can be set up by users and then run automatically based on an individuals actions.Analytics and reporting ActiveCampaigns reporting helps customers identify trends across emails,automations,sales pipelines and more,tracking interactions across all channels.Sales managers can track a pipel
186、ines or individual reps success using Deal reports.Users can confirm a campaigns success,see which touchpoints are not delivering,and even discover new trends or opportunities using the Conversion Attribution report.As customers move through automation workflows,they achieve goals based on their act
187、ions.Users can track the success of an automation using reporting,so they can optimize each automation to better save time and give an exceptional customer experience.Enterprise customers have access to custom reporting so they can build dashboards and reports based on their specific company or team
188、 needs.ActiveCampaign says its platform can distinguish between MPP false opens and real customer behavior,so it filters out these false opens.The company does not track any email opens from the Apple Mail app with MPP enabled.This includes campaigns,automation emails,one-to-one emails and emails se
189、nt using the Google Chrome Extension.However,if a contact using the Apple Mail app with MPP enabled clicks a link in an email,the system will track that link click,and record an open-because if a contact clicked a link in the email,then they also opened it.Collaboration and workflow management Activ
190、eCampaign takes an automation-first approach to streamlining communications and tasks,allowing ActiveCampaign1 N Dearborn St.Chicago,IL 2023 Third Door Media,Inc.24 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers Guideusers to eliminate r
191、epetitive tasks.The system enables managers to receive notifications to keep track of progress.ActiveCampaign integrates with third-party workflow tools and apps such as Slack,Google Sheets,Asana and M.Data security ActiveCampaign employs tools to scan code and infrastructure,and automatically detec
192、t anomalous activity.Single-tenancy architecture means that each clients data is kept separate.The companys networks use a layered access classification framework to provide data separation.Each client-protected data store,physical or virtual private cloud,is a fully security-hardened stack that inc
193、ludes endpoint and network threat prevention,application firewalling,and vulnerability scanning.Third-party integrations ActiveCampaign works with 900+third-party apps,including direct,two-way integrations with tools like Shopify,Salesforce,WordPress,Facebook Custom Audiences,Google Analytics and Pa
194、yPal.The companys AppStudio allows developers to build connections and tools that integrate directly into the ActiveCampaign platform.ActiveCampaign has also launched a developer fund that offers financial support to app developers who create tools that will help ActiveCampaigns customers continue t
195、o grow their businesses.Pricing and support An annual contract is not required.Free trials are available.ActiveCampaign offers four products:ActiveCampaign for Sales,ActiveCampaign for Marketing,Marketing and Sales Bundle,and Transactional Email plans including Lite(from$9 a month),Plus(from$49 a mo
196、nth),Professional(from$149 a month)and Enterprise(customized solution).For more information,visit the ActiveCampaign pricing page.ActiveCampaigns customer service includes free implementation,free accelerated onboarding and training as well as pre-built automation recipes.ActiveCampaign1 N Dearborn
197、St.Chicago,IL 2023 Third Door Media,Inc.25 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideTarget customer Enterprise and mid-market companies.Specializing in verticals including retail,finance,high tech,media and entertainment,trave
198、l and hospitality,manufacturing,telecom,education,healthcare,and government.Company overview 25,000 employees.Founded in 1982.Adobe has more than 70 offices around the world.Adobe has three main businesses including Adobe Creative Cloud,Adobe Document Cloud and Adobe Experience Cloud.Product overvie
199、w Within Adobe Experience Cloud,Adobe offers two related but distinct email products.Adobe Journey Optimizer,a fully hosted SaaS application built natively on the Adobe Experience Platform,was released in June 2021 and enables real-time and audience-based email and omnichannel orchestration use case
200、s.Adobe Journey Optimizer is designed to serve customers looking to converge their traditional audience-based email marketing needs with real-time,one-to-one journey orchestration use cases.Journey Optimizer was built with the omnichannel customer journey in mind and can integrate with data sources
201、from across the customer experience.Adobe Campaign,now offered in the cloud,helps marketers create,coordinate and deliver dynamic campaigns through email,mobile,offline channels and more.Adobe Campaign is geared toward brands with more advanced cross-channel campaign management requirements,includin
202、g email.Both Adobe Campaign and Adobe Journey Optimizer help marketers build personalized online and offline cross-channel marketing campaigns,including emails,SMS/MMS,mobile push,and in-app notifications.They are both integrated with many other solutions in the Adobe Experience Cloud like Adobe Rea
203、l-Time CDP,Adobe Analytics,Adobe Experience Manager and Adobe Target.Adobe Journey Optimizer has monthly releases and Adobe Campaign has quarterly releases.Use cases Marketers use Adobe Campaign and Journey Optimizer to unify their customer data,optimize delivery,leverage data for personalization an
204、d incorporate email into cross-channel experiences.Adobe says customers are beginning to adopt both solutions,where Campaign supports email and cross-channel use cases,and Adobe Journey Optimizer supports real-time one-to-one use cases,including mobile-centric use cases.Together,Adobe Campaign and A
205、dobe Journey Optimizer provide both scheduled and orchestrated campaigns with one-to-one real-time customer journeys.In upcoming releases,Adobe will unify the user experience between Campaign,Adobe Journey Optimizer and other Adobe Experience Cloud solutions.The new UI/UX for Campaign will bring tog
206、ether the overall email,campaign and journey design experiences.Adobe345 Park AvenueSan Jose,CA 95110-2704 T:(408)536-Key customersCoca-Cola Major League BaseballWalgreensMarriottVirgin AtlanticTSB BankKey executivesShantanu Narayen,Chairman,Chief Executive Officer and PresidentDan Durn,EVP and Chie
207、f Financial OfficerAnil Chakravarthy,EVP and GM,Digital Experience Business and Worldwide Field Operations 2023 Third Door Media,Inc.26 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideMessage design and previewing Adobe Journey Optim
208、izers drag-and-drop Message Designer lets marketers create personalized and responsive emails and messages without writing code.In addition,marketing teams can code their own messages or import HTML.Journey Optimizer also has a lightweight but powerful DAM technology embedded via Adobe Experience Ma
209、nager Assets Essentials.The more unified interface is expected to roll out later in 2023 in version 8 of Adobe Campaign.With Adobe Campaign,marketers can code messages with HTML or import directly,whether they manage email creative in-house or work with partners and agencies.The platform can deliver
210、 personalized content on a one-to-one basis based on the rules that are set for each recipient.Marketers may automate email responses from Campaign or integrate with Adobe Analytics to trigger custom remarketing emails based on individual user actions.With both applications,users can analyze and che
211、ck the content of messages before they are sent.For example,marketers can preview messages meant customized for targeted profiles that represent what certain users or segments will receive.Deliverability management Adobes deliverability offerings,Deliverability Plus and Deliverability Essentials,inc
212、lude deliverability monitoring,reporting and services expertise,giving marketers tools to monitor and improve deliverability,sender reputation and inbox placement.Deliverability customers are assigned a named consultant who provides customized strategic insights and recommendations,reporting with re
213、al-time alerting and monitoring,strategy for ramping up new IPs and domains,event planning and thought leadership.This service includes regularly scheduled meetings with the named consultant,which are designed to address specific strategic delivery needs from campaign planning to IP or domain warmin
214、g and ramp-up assistance,to stand-ready email deliverability support and sending reputation management.Data management Adobe Campaign helps marketers build customer profiles from data gathered across all channels,then leverage that data to orchestrate campaigns.Profiles can be imported from another
215、source,created via data collected from landing pages,created in bulk from a REST or SOAP API,synchronized from Microsoft Dynamics or created manually within the interface.As time goes on,Campaign collects data on digital behaviors,online and offline transactions,etc.to augment the customer profile.A
216、dobe Campaign has native integration with Adobe Experience Platform,including the ability to share audiences between Experience Platform and Campaign,and email contact history from Campaign to Experience Platform to drive customer journey analytics,and AI-driven models.Analytics and reporting In add
217、ition to out-of-the-box reporting templates,which can be customized,Adobe Campaign lets users create custom reports on a delivery,campaign,user or segment level.Additionally,Campaign can export data to Adobe Analytics and other solutions for further data visualization and analysis.With Adobe Journey
218、 Optimizer,users have access to real-time journey level and message level reporting.Users can get insights on message delivery performance,interaction rates,and customer progression.In addition,through the unified profile functionality,data can be seamlessly linked with omnichannel data sets in Adob
219、e Customer Journey Analytics for more in-depth analysis and attribution.Adobe345 Park AvenueSan Jose,CA 95110-2704 T:(408)536- 2023 Third Door Media,Inc.27 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideCollaboration and workflow ma
220、nagement Through its processes and data management features,Adobe Campaign lets users design complex processes like segmentation,campaign execution and file processing.Workflows can also involve users by assigning them tasks or having them approve performed tasks.For example,one or several users can
221、 be assigned to work on content or specify targets or approve proofs before the message is sent.Journey Optimizers journey canvas allows users to design real-time,one-to-one journeys and audience-based campaigns from a single interface.Within Journey Optimizer,journeys can be created based on differ
222、ent events,segments and action activities as users build out multi-step,cross-channel journeys.Journey Optimizer allows brands to define and manage the permissions assigned to different users.Permissions can be set at the journey,segment,message and/or decision management level.Data security Adobe E
223、xperience Cloud has been validated by TRUSTe against their GDPR Privacy Practices Compliance Validation Requirements.Data in transit between different Adobe Campaign components is encrypted using TLS 1.2 over HTTPS.Data at-rest is encrypted by the cloud service provider hosting the solution using 25
224、6-bit AESencryption.In Adobe Campaign,each customer is deployed in a separate virtual machine or container using a single-tenant configuration.Adobe Journey Optimizer Security Overview can be found here.Third-party integrations Adobe Campaign uses the SOAP protocol to communicate with external syste
225、ms.Adobe facilitates connections with external software systems through its Experience Cloud Exchange app marketplace.Pricing and support Annual contract required.Free trial available.Adobe allows customers to enter into proofs-of-concept on a case-by-case basis for certain products.Pricing is depen
226、dent upon the products used,the number of products,the number of records,server calls,number of active contacts,and other factors.Adobe and its partners provide consultative services to help customers with implementations,integrations,and custom engineering services.Adobe offers personalized online
227、training and education services,found at Park AvenueSan Jose,CA 95110-2704 T:(408)536- 2023 Third Door Media,Inc.28 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideBloomreach 82 Pioneer Way Mountain View,CA 94041 Key customersBoohoo
228、ManBenefit CosmeticsPumaUnisportSuperdryStaplesOlukaiKey executives Raj De Datta,Chief Executive Officer Brian Walker,Chief Strategy Officer Amanda Elam,Chief Marketing OfficerAnirban Bardalaye,Chief Product OfficerTarget audience Though it does work with some B2B companies,Bloomreach mostly focuses
229、 on B2C mid-market companies and enterprises in the ecommerce space.This includes,but is not limited to,verticals such as fashion and apparel,lifestyle and home goods,beauty and personal care,health and wellness,home and furniture,food and beverages,groceries,hospitality and restaurants.Company over
230、view Founded in 2009.990 employees.Acquired Exponea,a data-enriched email provider,in January 2021.Bloomreach empowers brands to deliver personalized customer journeys.Bloomreach Experience,the companys commerce-focused digital experience platform,includes three parts:Discovery,offering AI-driven se
231、arch and merchandising;Content,offering a headless CMS;and Engagement,offering marketing automation solutions powered by CDP capabilities.These solutions combine unified customer and product data with the speed and scale of AI optimization,enabling measurable digital commerce experiences.Bloomreach
232、is headquartered in Mountain View,CA,and has offices across the U.S.,as well as in Slovakia,the Netherlands,the U.K.,the Czech Republic,Germany and India.Product overview Bloomreach Engagements Email Marketing offers an end-to-end solution with advanced segmentation,AI-powered personalization,built-
233、in sign-up forms,an integrated CDP,a drag-and-drop editor,personalized product recommendations,predictive analytics,customizable reporting and dashboards.Use cases All use cases can be deployed across Bloomreachs built-in marketing channels,such as email,SMS/MMS,WhatsApp,mobile push,in-app notificat
234、ions,app inbox,browser push,weblayers(banners),ads and social.Personalized product recommendations and predictive analytics such as churn,best channel,next purchase,email opens,or custom goals are also available across all channels.Cart abandonment.Users can send out cart abandonment messages via em
235、ail,SMS/MMS,push,or WhatsApp with details about the items to improve conversion rates.These messages can also:Add personalized product recommendations to increase basket size/AOV.Add a low inventory check to notify customers if a product they viewed is low in stock to add urgency to convert.Back in
236、stock/price drop email alerts.This type of messaging uses an email or SMS alert when a product that the customer viewed or marked as a favorite is back in stock,or when it has a price change or goes on sale.Repurchase campaigns.These campaigns can be triggered when a customer nears their average pur
237、chase frequency to improve purchase frequency.Automated newsletters can be tailored to:Improve brand/category affinity:This automation checks the new products from a brand or category in which the customer has shown interest in the past,then notifies them when there are products likely to be of inte
238、rest.Showcase new items from the most visited,but never purchased product category.Engagement identifies the most commonly viewed category for each customer and shows new items from that category in an email,driving cross-sell conversions.2023 Third Door Media,Inc.29 https:/martech.orgVENDOR PROFILE
239、SMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers Guide Serve inspiration to increase basket size.Engagement automatically checks the brands latest content post and includes it in a recurring email to customers for inspiration Welcome flow.These automations send a series
240、of emails or messages to new customers who have opted in to introduce the brand,provide valuable information and offer incentives to engage and make their first purchase.Replenishment/frequency-based repurchase.Marketers can encourage their customers to repurchase products that they have previously
241、bought and are likely to run out of soon or products/services that they are likely to buy again based on frequency data,improving customer retention and lifetime value.Up-sell/cross-sell.Presents relevant product recommendations to customers based on their previous purchases,browsing behavior or oth
242、er data insights.Reactivation and win-back.Enables the creation of targeted messaging and offers to motivate inactive customers to return to the brand and make a purchase.Email confirmation and tracking.Automated notifications provide order confirmations and real-time tracking information.Message de
243、sign and previewing Bloomreachs visual drag-and-drop email editor comes with reusable content snippets,HTML blocks and conditional content blocks.Personalization via Jinja code can be added using dropdown filters.Users can preview emails by device,specific user or customer segment to ensure the mess
244、ages reflect the intended design and personalization.Deliverability management Bloomreach utilizes IP warmup,an email list validation service and deliverability support.To ensure customers dont get overloaded and begin to report messages as spam,Bloomreach offers an engagement-based dynamic frequenc
245、y management feature.Users can employ a pre-built“Smart Newsletter Policy”out of the box,or adjust the rules for individual segments separately.List hygiene filters allow for project-level filtering to remove addresses that shouldnt receive email campaigns.Suppression list functionality automaticall
246、y suppresses bad email addresses defined by suppression lists before sending,which keeps bounces down and helps improve deliverability.Data management Bloomreachs software supports the automatic merging of anonymous profiles into a single customer profile,as well as merging sessions from multiple de
247、vices from the same customer(web,mobile apps,custom systems).Maintains a unique,persistent ID for all individuals.Stores multiple identifiers for each individual,including cookies,email addresses and device IDs,to combine activity/history across sessions and/or devices.Manages both structured and un
248、structured data.SDKs are available for web(JavaScript)and mobile apps for collecting visitor data,while other SDKs in multiple programming languages enable connecting to the API.Allows server-side anonymous identity management to solve for third-party cookie limitations.Analytics and reporting Bloom
249、reach lets users analyze all email KPIs including revenue and orders with out-of-the-box visual dashboards or advanced reports to track their own custom metrics.The solution also includes campaign and program reporting,cohort analysis,retention analysis and trend reporting.The company offers a plug-
250、and-play Apple Mail Segmentation tool that Bloomreach 82 Pioneer Way Mountain View,CA 94041 2023 Third Door Media,Inc.30 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers Guideallows customers to gauge how they might be affected by reduced
251、tracking,based on the addresses on their list.Collaboration and workflow management A shared campaign calendar gives users an overview of finished,ongoing or planned campaigns across different channels.Tabs can be switched for seamless connection between planning and execution.Bloomreach offers taxo
252、nomy management through tags,labels and initiatives(folders)for internal organization.The solution also features an array of out-of-the-box roles to restrict/enable access so only users at approved levels can edit campaigns or schedule a send.Customers can utilize various role hierarchy combinations
253、 for more granularity and can split permissions at the Instance,Account and Project Level.In addition,clients can define more granular custom access roles for their users,specifically in the campaigns module.Roles are managed via SSO IAM.Data security Bloomreachs certifications include:ISO 9001,ISO
254、27001,ISO 27017,ISO 27018,and ISO 22301.The company is GDPR and CCPA compliant,SOC 2(Type 1)certified and does not store PHI for HIPAA compliance.Third-party integrations In addition to SDKs for gathering data and accessing the Bloomreach API,the solution integrates with various software for a varie
255、ty of purposes.Imports and data:Microsoft SQL and Azure SQL(native),PostgreSQL and Amazon Redshift(native),MySQL(native),Google BigQuery(native),Google Cloud Storage(native),Amazon S3 file storage(native),SFTP file server(native)and HTTPS web server(native).Email providers:Mailgun(API),Mailjet(API),
256、Mandrill(API),Sendsay(API),Unisender(API),Sendinblue,Mailchimp,Emaillabs and Unione.SMS and MMS providers:CM Telecom SMS(API)as well as Sinch SMS and MMS.Ecommerce:Shopify(native and connected integration)and Magento.Ad tech(custom audiences):Adform(API),Facebook Ads(API),Google Ads(API),Facebook Co
257、nversions API and Facebook Lead Ads.Sales/CRM:Pipedrive,SalesForce CRM and Microsoft Dynamics CRM.Mobile App/Messaging:Whatsapp and Facebook Messenger.Services:Freshdesk,Trello and Slack.Other:Amazon Alexa(API),Zapier(API),Custom HTTPS Webhook presets(API).Pricing and support Customers are required
258、to commit to an annual contract.No free trial or pre-purchase testing is available.Pricing is based on product packages tailored to the clients needs.These are created to fit the companys preferred marketing channels,the level of personalization they want to achieve and a diverse range of budgets.Av
259、erage annual customer spend is not disclosed.Typical onboarding time is one to three months.New clients receive training from the companys Academy program to help users understand the solution,ensure smooth data ingestion and support clients in building in-depth analyses and automated campaigns.An e
260、xperienced project team is assigned to each client.Bloomreach offers a set of services(with a predefined scope and cost)where experts help select and implement plug-and-play use cases to speed up adoption Bloomreach 82 Pioneer Way Mountain View,CA 94041 2023 Third Door Media,Inc.31 https:/martech.or
261、gVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers Guideand decrease time-to-value.Post implementation,Bloomreachs customer success team guides clients through regular business reviews,status meetings and management of a success plan and value measurement.Th
262、e company offers free online chat support as well as support via Helpdesk/Intercom for technical issues is offered during business hours.Add-on professional services include:dedicated support;a dedicated consultant for a predetermined number of hours to help with campaign creation,analytics,reportin
263、g,training,and other tasks;or a manager to manage projects and tasks,ensure they are delivered on time and allocate resources appropriately.Bloomreach 82 Pioneer Way Mountain View,CA 94041 2023 Third Door Media,Inc.32 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Mark
264、eting Platforms:A Marketers GuideTarget audience Campaign Monitor works with two key audiences:SMB and ecommerce marketers seeking an easy-to-use email tool to help their business grow,and marketing and advertising agencies serving the above segment.Top verticals include retail;travel and hospitalit
265、y;nonprofits;advertising and marketing agencies;and media and publishing.Company overview Founded in 2004.1500+employees.Campaign Monitor is a division of relationship marketing company Marigold.Marigolds solutions are designed to help grow the relationships that grow businesses,from customer acquis
266、ition to engagement to loyalty.The company also employs a team of strategists that can provide insights into whats working,whats not and whats changing.In addition to Campaign Monitor,Marigold is also the parent of Cheetah Digital,Emma,Sailthru,Selligent and Vuture.Product overviewCampaign Monitor a
267、ims to blend smart features with easy-to-use technology to give small businesses confidence in their email and SMS marketing programs.Use cases Small businesses use Campaign Monitors range of professional templates to design and send email and SMS communications to drive brand awareness,customer eng
268、agement and conversion.Agencies private label Campaign Monitor and provide it as a service to their own clients.They use the platform to manage email and SMS activity for multiple clients,billing their clients for their services from within the platform.Message design and previewing Campaign Monitor
269、s drag-and-drop email builder helps customers design their messages without requiring them to learn to design or code.Customers can use pre-built,industry-specific,mobile-optimized templates or input their website URL to automatically generate branded templates.Alternatively,customers can upload the
270、ir own custom-coded HTML templates.The preview experience shows customers what their email looks like across devices and email clients.Customers can also preview dynamic content and personalization to ensure theyre sending the right messages to the right audiences.Users can create,edit and send an S
271、MS campaign from a single page as well as manage their email and SMS campaigns from one platform.Campaign Monitor by Marigold11 Lea Ave.Nashville,TN Key customersResyCure Brain Cancer Rip CurlBluetentKey executivesWellford Dillard,Chief Executive Officer John Gregitis,Chief Revenue OfficerDesta Pric
272、e,Chief Product Officer Wendy Werve,Chief Marketing Officer 2023 Third Door Media,Inc.33 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideDeliverability management Campaign Monitors deliverability team works closely with all of the ma
273、in ISPs,blocklists,and industry organizations,such as MAAWG,to ensure that emails get delivered.The company also offers deliverability consultations to clients to help them create more deliverable email messages.Customers may book a one-time training session,or audit,to solve a particular issue,or g
274、et more general help tailored to their needs.Data management Campaign Monitors list management interface was designed to let customers efficiently and easily create and edit lists,segments and custom fields that help them personalize their campaigns.Customers can track activity down to the individua
275、l subscriber level,and add data to existing profiles in just a few clicks.For customers subscribed to the Premier plan,the software also automatically segments customers lists based on subscriber engagement levels,to help them maintain list health.Ecommerce capabilities Customers can integrate Campa
276、ign Monitor with their ecommerce store.They can also use Campaign Monitors API or SMTP servers to trigger transactional emails based on events that happen on their website(e.g.order confirmations,shipping notifications,membership renewal notices,password resets and account status messages).Analytics
277、 and reporting Campaign Monitors reports aim to give customers a birds-eye view of their email marketing program by showing them overall trends in performance.In the wake of Apple Mail Privacy Protection,Campaign Monitor has pivoted away from impacted metrics like CTOR,to more reliable metrics like
278、click rate and delivery rate.It has changed the prominence of these metrics in-app accordingly.The company also provides a report that identifies subscribers that are most likely to have been impacted by MPP.Other features allow users to but see a more granular view of individual campaign performanc
279、e-breaking down performance across segments,email clients,location and more.Collaboration and workflow management Customers can opt to use an agency account structure(multiple sub-accounts under one administrative account)which helps customers collaborate on campaigns across teams and clients,while
280、still maintaining control over account activity.Customers can have as many team members as they want with Campaign Monitor log-ins which makes it easy for large teams to work together.Users can also set granular permissions for different users in their accounts,share templates between sub-accounts,a
281、nd lock elements of their email templates to maintain brand control if needed.Data security Campaign Monitor details its security controls on its website and its data center provider is certified to the following compliance standards:HIPAA,PCI-DSS,SOC 1 Type 2,SOC 2 Type 2,ISO 27001 and FISMA/NIST.T
282、hird-party integrations Campaign Monitor integrates with hundreds of popular marketing and business applications,including for ecommerce(Shopify,Woocommerce),CRM(Salesforce,HubSpot,Insightly),CMS(WordPress)and many others.The company also offers an API for custom needs.Campaign Monitor by Marigold11
283、 Lea Ave.Nashville,TN 2023 Third Door Media,Inc.34 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuidePricing and support An annual contract is not required.Free trials are available.Customers average price per month varies depending on
284、 whether they are on a month-to-month self-service plan or a contracted sales-led yearly contract.Campaign Monitors support team is available around the clock and around the globe to answer customer inquiries online.The company offers an in-app widget that includes a smart digital assistant that hel
285、ps customers access the support resources they need within the app.Phone support is available on the premier plan.The company also offers deliverability and professional services packages available that provide customers with one-to-one support for their specific needs.Campaign Monitor by Marigold11
286、 Lea Ave.Nashville,TN 2023 Third Door Media,Inc.35 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideCheetah Digital by Marigold11 Lea Ave.Nashville,TN Key customersBakers DelightCraftWorksHiscoxSmartboxKey executivesWellford Dillard,C
287、hief Executive OfficerJohn Gregitis,Chief Revenue OfficerDesta Price,Chief Product Officer Wendy Werve,Chief Marketing Officer Target audienceCheetah Digital serves B2C marketers in enterprise brands across industries,including retail;CPG;financial services and insurance;travel and hospitality,resta
288、urants;franchises;and media and publishing.Company overview Cheetah Digital was originally established in 1998 as CheetahMail.1500+employees.Cheetah Digital merged with Marigold(formerly CM Group)in February of 2022.In addition to Cheetah Digital,Marigold is parent to Campaign Monitor,Emma,Sailthru,
289、Selligent and Vuture.Product overview Cheetah Digital by Marigold helps marketers connect with customers in the moments that matter by sending real-time,cross-channel communications at speed and scale.Cheetah Digital and Marigold offer a variety of solutions that can accelerate acquisition with zero
290、-party data,deepen engagement and build loyalty.Use cases Marketers turn to Cheetah Digital to help them keep up with demanding consumer needs,across all channels and touchpoints.The companys customers also use Cheetahs solutions to build long lasting relationships with consumers.Common use cases in
291、clude:Acquisition:Marketers can engage consumers through interactive experiences such as surveys,polls,giveaways and games that ask for and directly receive zero-party data from the customer.Engagement:Users can deliver intelligent cross-channel messaging and meet customers in the right moment and c
292、hannel by sending relevant,contextual communications across email,mobile,social and beyond.Marketers can personalize content to unique customer needs and preferences as well as design and deploy agile real-time customer journeys with value-added offers.Loyalty:Marketers can use enterprise loyalty ma
293、nagement tools to create emotionally-engaging interaction to drive visit recency,frequency and spend,as well as encourage customer advocacy.Message design and previewing Cheetah Digital features a consistent user interface across the entire platform that allows users to navigate between channels,sol
294、utions and workflows.Cheetah provides a step-by-step wizard for email setup,including audience selection/creation,testing,a drag-and-drop content editor,review/proofing/auditing and launching.More technical users who prefer to code messages by hand may do so,but the interface also features a WYSIWYG
295、 email editor that enables less technical stakeholders to create dynamic,responsive,personalized messages without having any coding knowledge.2023 Third Door Media,Inc.36 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideDeliverability
296、 management Cheetah Digital has dedicated employees that are responsible for deliverability globally.This team works together to ensure that all clients,in every region,are able to optimize their inbox placement based on their business goals and practices.Cheetah sends hundreds of millions of emails
297、 every day and is,therefore,familiar with a variety of deliverability standards or situations.Cheetah Digital can track a campaigns delivery into all the major ISP inboxes.By utilizing this solution,clients have visibility into inbox and bulk placement for their campaigns.Real-time campaign results
298、and custom reports for specific timeframes are available 24/7.The company leverages multiple tools to alert and report on issues to client sending domains/IPs including alerts which include inbox placement,reputation metrics,block-listings,authentication errors,etc.The platform can also be used to c
299、onfigure custom alerts and thresholds.Data management Cheetah Digitals aim is to enable users at various levels of data sophistication,from neophytes to data scientists,to quickly and efficiently create and activate audience segments.Through a drag-and-drop interface,users can access any stored data
300、 point or customer signal to create and execute queries.Marketers can access data directly and design segments on the fly,leveraging a library of existing filters to create simple segments or combine segments to create advanced audiences.Those with SQL skills can choose to build segments“by hand.”Ch
301、eetah enables brands to query and segment their global audiences at scale.The company says it is not uncommon for customers to populate audiences of over ten million records with dozens of attributes.Ecommerce capabilities Cheetah partners with vendors like Skipify for one-click purchasing from emai
302、l or mobile.Cheetah also provides intelligent offer management capabilities that can be delivered uniquely to each consumer in any channel,including email,mobile,web,and social.Cheetah also provides an abandoned cart journey template that helps retailers quickly trigger responses to cart-or browse-a
303、bandonment events.Analytics and reporting Cheetah Messaging includes a selection of out-of-the-box campaign level reports,which provide marketers with a detailed view of metrics,including standard disposition data,heat maps,detailed analysis of Apple MPP,bot mitigation,and location.It also provides
304、the ability to perform testing of the combination of Subject Line and Preheader in multivariate campaigns that generated the highest open rate,compensating for Apples MPP.Cheetah Messaging also offers more advanced Marketing Intelligence toolsets that let users build dynamic reports and dashboards a
305、nd reveal actionable business insights.These include prepackaged reports and customizable report templates for various campaign summary details,mobile response,domain delivery,email performance,etc.Also included is a report builder for customer profiling,CLV analysis and support for scoring and loya
306、lty points management ad-hoc reporting.Cheetah Messaging includes sophisticated tools to eliminate the impact of Apple MPP in reporting,triggers,and A/B tests.It provides a normalized metric to enable one-to-one comparisons of open rates across campaigns and multivariate cells with different ratios
307、of Apple MPP users and non-users,not possible when only filtering is applied.It also enables marketers to segment Apple MPP users for deeper engagement.Cheetah Digital by Marigold11 Lea Ave.Nashville,TN 2023 Third Door Media,Inc.37 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterpr
308、ise Email Marketing Platforms:A Marketers GuideCollaboration and workflow management Cheetah has developed workflows for campaign approvals and for distributed marketing,especially important for franchises and multiple brands.Permission-based access governs what is assigned to the marketer;corporate
309、 is set with an admin level so they have full control.When content is created,it can be assigned to one or more locations which restricts access.When corporate creates a campaign or offer,franchisees can opt-in or out of that promotion.The tool requires no HTML,provides a one-click template section
310、with a preview area,responsive templates for mobile and multiple languages.It features a centralized repository of templates,mailing schedule,and access to all appropriate first-party data with associated governance rules.This enables global marketing leaders to allow and restrict changes as desired
311、 and provides the ability to set parameters for scheduling,delivery,and other variables to ensure regional locations and small franchises are afforded enterprise-grade deliverability and performance.Data security Cheetah Digitals security posture is modeled after ISO 27001 standards and is subjected
312、 to annual SOC 2 Type II audits by independent examiners.The company helps clients in the healthcare and financial services fields with specialized capabilities such as data-in-transit and data-at-rest encryption utilizing up-to-date encryption algorithms that ensure confidentiality and integrity of
313、 data transmitted.It also offers in-storage,multi-factor authentication and defense-in-depth controls to ensure quick response to security anomalies which includes endpoint protection using Crowdstrike,firewalls,intrusion prevention systems,real-time vulnerability management and dynamic application
314、security testing as well as annual infrastructure penetration tests and annual web app business logic assessments.Cheetah Digital is deployed in three data centers in the U.S.,EMEA and Japan,as well as in AWS regions in the U.S.,EMEA,Japan and Australia.The company complies with GDPR and CCPA.Third-
315、party integrations Cheetah allows customers to access and ingest data from various sources and send data to external sources.Examples include:Data:Hive,Amazon S3(AWS),Snowflake and SFTP.Tag managers:Tealium,Adobe Tag Manager and Google Tag Manager.Advertising:Integrations include Facebook/Instagram
316、Custom Audiences and Google Ads.Content:Integrations include Adobe,Sitecore and SAP Hybris.Mobile:SMS,mobile push,in-app and mobile web.Integrations include Swrve,Twilio,Urban and Sinch.Analytics:Adobe Analytics and Google Analytics.Pricing and support An annual contract is required.No free trials a
317、re available.Pricing incorporates:CPM for Messaging,number of members for Loyalty program offerings and submissions in Cheetah Experiences.Discounts are applied based on the solution components,as well as the term commitment.Cheetah seeks to accommodate the maturation/expansion of its clients progra
318、ms with growth tiers that include incremental costs for the number of profiles/customers stored within the platform.Total annual cost by customer can range from$50k to$1M and higher.The company operates a Professional Services group that offers bundles and can provide custom quotes based on client n
319、eeds from strategy,to analytics to creative services.Cheetah also provides one-time Cheetah Digital by Marigold11 Lea Ave.Nashville,TN 2023 Third Door Media,Inc.38 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideImplementation servic
320、es for a fee,with the cost determined by the length of engagement and scope of moving a customers current program onto a Cheetah Digital platform.Cheetah offers several support packages and dedicated options to meet the needs of its client base.The company provides a base level of support for free,w
321、ith costs increasing for support packages to meet more comprehensive needs.Cheetah Digital by Marigold11 Lea Ave.Nashville,TN 2023 Third Door Media,Inc.39 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideTarget audience Small to mediu
322、m-size organizations across a variety of industries,and organizations with multiple locations,departments,or users,franchises,member-based associations and agency partners.Company overview 1000 employees.Founded in 1995.Constant Contact finalized a deal to acquire SharpSpring in September of 2021.Th
323、e company also acquired Australian SMS and email platform Vision6 in April of 2022.Constant Contact offers digital marketing tools designed to help small businesses and nonprofits engage their audience to drive sales and grow their customer base.Product overview Constant Contact provides digital mar
324、keting tools for small businesses,including list growth tools like email and SMS marketing,email templates,marketing automation,social media marketing,ecommerce,event marketing,in-depth reporting and free customer support.The company has recently launched a lead generation and CRM product that lets
325、B2B businesses build a pipeline,nurture prospects and create sales dashboards that track the life of a lead.Use cases There are three common use cases for Constant Contact:Growing a customer list using Facebook,Instagram and Google Ads and sign-up forms.Reaching and engaging customers in the channel
326、s they prefer with email,social and SMS.Tracking leads and conversions,as well as conducting marketing campaigns,for small B2B businesses.Message design and previewing Constant Contact offers a drag-and-drop editor and 300+professionally designed email templates.The preview feature lets users see wh
327、at their email content looks like to a specific contact or in a desktop or mobile view.The text message editor includes a live preview and built-in link shortener.AI-powered subject line recommendations identify what content different users would be more likely to engage with.Built-in recommendation
328、s and pre-send checklists help catch common errors,like placeholder text and missing links.Deliverability management Constant Contact says it has one of the longest-tenured deliverability teams in the industry.This group collaborates with every major ISP and the companys compliance team to ensure em
329、ails are delivered successfully.Constant Contact1601 Trapelo RoadWaltham,MA Key customersNot publicly disclosed.Key executivesFrank Vella,Chief Executive Officer Laura Goldberg,Chief Marketing Officer Kabir Choudry,Chief Customer Officer Russ Morton,Chief Product Officer 2023 Third Door Media,Inc.40
330、 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Email Marketing Platforms:A Marketers GuideData management The platform allows users to add,search and organize contacts.Duplicates and unsubscribes are automatically managed.Native compliance tools built into the workflow help
331、 users obtain permission from contacts before sending emails and texts.With segmentations,users can customize segments using contact activity,tags,profile information and other parameters.Ecommerce capabilities Constant Contact includes ecommerce integrations with Shopify,Stripe,SquareSpace,ShipStat
332、ion,BigCommerce,WooCommerce,eBay,Etsy,Salesforce,Eventbrite and more.These integrations allow businesses to automatically sync contact data,insert product images/prices directly into emails,send abandoned cart email and SMS reminders and track revenue generated from emails.Analytics and reporting An
333、alytics and reporting capabilities include email views,clicks,bounces,a click heatmap,list growth by source,social engagement,conversion and sales reporting and online ad performance.These analytics and reporting tools allow businesses to see the reach,engagement and revenue generated from emails,texts,social posts and ads.Collaboration and workflow management Constant Contact has multiple user ac