Why Campaign Monitor Has Merged With Emma and Delivra

Campaign Monitor recently revealed that it is merging with email marketing software providers Emma and Delivra. What spurred this decision? What will the merger mean for email marketers? And why email marketing is evolving far beyond opens, clicks and conversions.

2017 was a relatively quiet year for acquisitions and mergers. But it seems that the speed of change is ramping up this year as a brave new digital world begins to take shape. Microsoft has acquired GitHub for $7.5 billion, a decision which disappointed the developer community. Elsewhere, Adobe announced plans to acquire Magento Commerce for a cool $1.68 billion.

However, in matters much closer to home, the email marketing landscape is also about to evolve with Campaign Monitor revealing that it is merging with email marketing software providers Emma and Delivra. Essentially, Campaign Monitor is going to become the parent brand under an umbrella that encompasses both Emma and Delivra.

Rather than having three siloed platforms, the move will pave the way for a family of products and offer unique value by having all of the services under one roof. But, what will Campaign Monitor’s new suite of email marketing solutions look like? And what value will they offer marketers?

  • Campaign Monitor: This market-leading self-service brand focuses on delivering a better experience compared to freemium brands, with a primary focus on high volume email senders trying to drive more engagement with subscribers. With its easy to use marketing tool, marketers are able to send beautiful, targeted newsletters to grow their business.
  • Emma: Emma’s solution makes it easy for teams of all sizes to create and collaborate on beautiful campaigns. Its focus on delivering powerful personalization in an accessible way ultimately drives more conversions and sales. Emma also allows distributed business or franchised organizations to manage professional email marketing at scale.
  • Delivra: Delivra offers custom email marketing and automation solutions designed to meet the unique needs of every customer. Its service-centric model focuses on building more sophisticated, custom email solutions for businesses who have advanced email marketing needs but lack the resources to support it.

What’s Going on in the Email Industry? And What Spurred This Decision?

Campaign Monitor Chief Product Officer Cody Bender told me that one of the biggest motivations for the merger was that Insight Venture Partners back the three businesses. There was an epiphany of sorts that despite this, they were all competing for similar space in the market.

Rather than chasing the same part of the market, talking to the same customers and fighting over the same pieces of pie, could there be a more forward-thinking approach that could transform what they offer their customers? The end goal was to be better at serving email marketers by simply not fighting each other and working together to pick the spaces where all three of their products worked together as one enhanced solution.

How does the merger position the new entity among other tools?

The team at Campaign Monitor would probably admit that they are not in the same league as Adobe and Salesforce just yet. But there is a realization that they are flying higher than the MailChimp’s of the world comfortably in a mid-market position. The challenge for email marketers is to embrace and understand how they can leverage this comprehensive suite of tools across three SaaS platforms

What will the merger mean for email marketers?

In my conversation with Cody, he also advised that it’s about improving experiences for marketers and their results. But it’s also about enabling them to better at their craft. As email marketers grow in sophistication, their role is evolving far beyond opens, clicks, and conversions. The merger is aimed at helping marketers to start getting into the nuts and bolts of what’s going to drive improved results for their business.

Will other brands be joining this new family of platforms?

Cody admitted that he could easily see Campaign Monitor continuing to grow and hinted that the company would naturally look into picking particular market segments and aligning a product or a brand with them if it made sense.  There is a clear ambition to continue on the road ahead and to align the businesses with their diverse range of clients.

A joined-up approach will undoubtedly help their customers with their unique challenges and requirements. I would not be too surprised to see another addition to Campaign Monitors family in the future, but for the right reasons. As marketers are increasingly expected to deliver better results and experiences with less, it’s clear something has to change.

Will Campaign Monitor teaming up with EMMA and Delivra provide marketers with all the tools they need to drive engagement and revenue? Please share your thoughts on this latest merger by commenting below.

5 Ways to Make Holiday Email More Productive

If your email inbox is anything like mine, the recent influx of messages is overwhelming. Not only are you hearing from your direct contacts, you’re also getting a lot more partner emails and yes, spammers. Below are five productivity improvements for your own email campaigns.

If your email inbox is anything like mine, the recent influx of messages is overwhelming. Not only are you hearing from your direct contacts, but you’re also getting a lot more partner emails and yes, spammers. Below are five productivity improvements for your own email campaigns.

Opts Outs Will Increase — Here’s How to Lessen Them

As every company increases its email output during the holidays, many of us start to cull the companies we receive emails from. We opt out. Do we really need two emails a day from XYZ company? You search for the “Unsubscribe” link hidden at the bottom of most emails and click it.

The smart companies use an email preference center. An email preference center is simply a landing page that gives the subscriber options. They can update their email address, choose which type of emails they want or opt out forever. Take advantage of this page by asking subscribers about the frequency of emails, especially if you have multiple product lines or email lists; ask what products they want emails about.

When emails are pouring into our inboxes this holiday season, you can reduce your opt-out rates by giving recipients control over what you send and how often. Fifty-four percent of subscribers leave because you sent too many emails, while 47 percent say they need to decrease the number of companies they get emails from.

If you want to dig deep and improve your email preference center, HubSpot has an info-rich blog post, “28 Quick Tips for Customizing Your Email Preference Center”, that is well worth the read.

Think Mobile First

These stats from 2015 prove this point best: 76 percent of Black Friday emails and 63 percent of Cyber Monday emails were opened on a mobile device. Additionally, 56 percent of searches during the holiday season were conducted on a mobile device, according to Movable Ink. The same stats for 2016 will be even more impressive.

Remember, your recipients are weeding through emails on their smartphones and saving interesting emails to read later on their desktop computer. Design your emails for mobile (they’ll look fine on a PC), keep them short and put the most important content toward the top. Subject lines on mobile emails become even more important — make them short enough to fit in the preview of a smartphone. It’s wise to test this on multiple devices.

Target Cart Abandoners

Studies show the average shopping cart abandonment rate is approximately 73.9 percent. The good news is that 72 percent who do make the purchase after abandoning their carts do so within 24 hours. But others can take as long as two weeks.

fultzpic1Many potential online buyers purposely abandon their shopping carts. They’re looking to collect coupons or to wait for offers that are sent to try to close the sale.

To target cart abandoners, you’ll need to consider your email schedule, images of the abandoned items, offers/discounts to bring them back and lastly, adding or emphasizing a guarantee. These prospects are low-hanging fruit just waiting to be picked.

Create a Sense of Urgency

Urgency is a powerful psychological motivator — this is Direct Response 101. Deadlines work. They compel your customers to take the next step.

“One-Day Sale” or “Only Available to the First 100 Buyers” or “Sale Ends December 24 at 5:00 p.m.” all can prompt more conversions. Long-time mailers know this too well. We’ve used urgency and deadlines to great effect long before email even existed. Email marketers can learn a lot from reviewing snail mail packages from today and yesterday.

Test Your Code

Assuming your segmenting is good, your creative and offers should resonate with shoppers. Testing your code for the most popular inboxes and devices is then the last — and the most important — step. Use an email preview application like Email On Acid, Litmus and PreviewMyEmail to send your email through test accounts to see how different email applications, browsers and computer platforms present your email to recipients. If you are using an ESP (email service provider) like MailChimp, Emma or Vertical Response, you can use their pretested templates. But be aware, if you play with their code, you could easily “break” them.

fultzgif
Email On Acid previewing of code in multiple browsers and platforms

The Bottom Line

With emails, the phrase “test, test, test” is particularly pertinent. Not only do you need to test your segmentation, offers, subject lines and preheaders, you need to design for mobile, test your code and be prepared for opt-outs and cart abandoners. But do not fear — there are many people and tools to help you.

Happy Holidays!