{"id":13293,"date":"2017-01-31T08:19:25","date_gmt":"2017-01-31T07:19:25","guid":{"rendered":"https:\/\/www.emailvendorselection.com\/?p=13293"},"modified":"2020-03-28T09:18:12","modified_gmt":"2020-03-28T08:18:12","slug":"experts-martech-transformation-email-marketing-automation","status":"publish","type":"post","link":"https:\/\/www.emailvendorselection.com\/experts-martech-transformation-email-marketing-automation\/","title":{"rendered":"13 Experts on MarTech transformation of the email and marketing automation industry"},"content":{"rendered":"

The digital marketing industry seems to be in a constant state of flux and that won\u2019t be slowing down anytime soon. With technology, marketing strategies and tactics constantly evolving. <\/p>\n

To gain insight into the shifts and up-and-coming technologies we asked our panel of email marketing experts and thought leaders to answer this question: <\/p>\n

What do you see would be changing in the role of agencies, 3rd party technologies, and vendors <\/strong>in relation to each other? And what influence does this have on them?<\/i><\/p>\n

Find out below what these global experts had to say about the transformation of MarTech.
\n<\/p>\n

<\/span>The revenge of the Agency; fluently talking Automation Platforms<\/span><\/h2>\n\n\n
\"\"<\/td>\n\nWith the rise of DIY tools for email design, content, campaign management and marketing automation I believe that the role of agencies is continuously narrowing. <\/p>\n

Instead of HTML coding, I see many agencies looking for flexible email builders so they can truly focus on coming up with creative ideas and designs for clients. Not waste time with tweaking the email code. <\/p>\n

Agencies need to focus their efforts on bringing the “creative spice\u201d into the picture and work with client’s desired email marketing platform.<\/p>\n

On top of that email marketing agencies also need to become fluent with those email platforms since personalization and automation require much deeper understanding than simple email blasts.<\/p>\n

Roland Pokornyik<\/a> is CEO and Co-founder of EDMdesigner.
\n<\/em><\/td>\n<\/tr>\n<\/table>\n

<\/span>Triggered emails claim the email marketing fame (and ROI)<\/span><\/h2>\n\n\n
\"\"<\/td>\n\nThe integration of data from different sources will be the most important in 2017 and the biggest priority for both ESPs and marketers. With the relatively lowering costs of big data technology it seems that finally we will be able to see comprehensive ecosystems with the work-flow of data between all systems and email marketing. <\/p>\n

On the other hand, we are facing the changing jurisdictions in the EU region on the protection of privacy (RODO) and the fall of the Safe Harbour to which suppliers will have to adapt their solutions. We have to assume that more and more consumers will be aware of the privacy protection and they cannot be too frightened by too personalized emails \ud83d\ude09<\/p>\n

According to DMA stats from 2016, marketers sent out only 5% triggered emails and yet this 5% generated over 50% of revenue. Of course, no one has studied whether these stats would look so good if they were backed up by a regular newsletter communication.
\nThere is no doubt that within the coming year more organisations wil go through what is called a digital transformation<\/a>. Marketers will significantly increase the share of triggered emails to increase their ROI. This in combination with machine learning and big data can give us great personalisation in email, which finally will be sent to the right person at the right time with the right frequency.<\/p>\n

Pawel Sala<\/a> Co-founder and Managing Director of FreshMail. Public Speaker and Expert of Email Marketing.<\/em><\/td>\n<\/tr>\n<\/table>\n

<\/span>Content Automation and must-have innovations come from outside<\/span><\/h2>\n\n\n
\"\"<\/td>\n\n1. There will be more 3rd party platforms and agencies \u2013 these are the companies that innovate technology in the space and offer a real strategic service to marketers.<\/p>\n

2. 3rd parties platforms will be a must-have part of all email marketer\u2019s stack and therefore budget. Just having an ESP is will not be enough to achieve improved results in 2017.<\/p>\n

3. Larger marketing technology companies will buy 3rd parties platforms. This will allow them to innovate in the space more quickly.<\/p>\n

Marketers need to focus on how to automate content that is engaging and personalized. Automating email content is a major challenge, and is becoming the biggest email marketing frustration and problem – it shouldn\u2019t take more than 3 days to create, test and send an email. When you spend all your time doing business as usual email \u2013 there is no time for improvement or strategy.<\/p>\n

Content automation can be done now, you automate the content in email that is personalized to a recipient\u2019s preference and behavior. When automated, it can be used in every email without have to build it each time, freeing up valuable time and resource. Most sending platforms have not thought about the content part of automation. <\/p>\n

Matt Hayes<\/a> is CEO & Co-Founder at Kickdynamic.<\/em><\/td>\n<\/tr>\n<\/table>\n

<\/span>The age of the Chatbot. Who is sending smart transactional email?<\/span><\/h2>\n\n\n
\"\"<\/td>\n\nThe chatbot space, is one of the places that we are observing for changes that will impact email and marketing automation. It\u2019s another channel that we need to take into consideration as part of our marketing mix. <\/p>\n

Making use of cross-channel data to build more defined customer profiles will allow you to create a more representative picture of your customer. Given some time you should see a positive impact on your campaign results.<\/p>\n

We expect to see further integration between the chatbots and email. APIs will make this fairly seamless. Consumers and business might become accustomed to seeing transactional messages their inbox being sent following interactions with chatbots in the not too distant future.<\/p>\n

Krzysztof Jarecki<\/a> is an email Marketing Fanatic and VP of Business development at ExpertSender.<\/em><\/td>\n<\/tr>\n<\/table>\n

<\/span>Data and decision systems fight for freedom<\/span><\/h2>\n\n\n
\"\"<\/td>\n\nI see a continued movement towards openness and interoperability, with fewer marketers relying on a single integrated suite for all their needs. This will happen primarily in the middle and enterprise markets, where companies have the technical resources needed to integrate separate systems. <\/p>\n

Related to this, I see stronger movement towards distinct data and decision systems<\/b>, separate from delivery systems like email and Web sites. These data and decision systems will be channel-independent, making it easier to share resources and coordinate customer treatments across channels. <\/p>\n

That said, we have seen considerable research suggesting that many marketers are unwilling to invest in central data and decision systems. So while movement will continue in that direction, it will be slow. Companies that don\u2019t make the investment will just stick with disconnected systems or with directly connecting a few systems to each; they won\u2019t buy all-in-one suites either. <\/p>\n

David Raab<\/a> is a widely recognized expert in marketing technology and analytics. Independent consultant and Founder at CDP Institute.<\/em><\/td>\n<\/tr>\n<\/table>\n

<\/span>Demand for on-premise and Hybrid grows due privacy concerns and data control<\/span><\/h2>\n\n\n
\"\"<\/td>\n\nThe entire ecosystem of email solutions is moving towards the cloud. Players experience that the technical proposals are flattening and overlapping. For instance, on one side, MTA solutions <\/a>are increasingly becoming similar to ESP platforms, and on the other side, ESPs are often used for functions that were exclusively for MTAs before.<\/p>\n

But this scenario doesn\u2019t take care of some specific business needs.<\/p>\n

Being, an ESP and MTA vendor, we notice a growing demand of on-premise solutions in all industries. Some clients need to internalize their email solution infrastructure, due to several factors, such as business models, email volumes or security and privacy policies.<\/p>\n

Nowadays, the adoption of hybrid solutions (e.g.: outsourcing of the MTAs components) is also an interesting scenario for those companies that need to satisfy needs for privacy, full data control and high deliverability performance.<\/p>\n

Email vendors should quickly adapt their proposal in terms of flexible and sustainable solutions to satisfy the specific needs of clients from all industries.<\/p>\n

Fabio Masini<\/a> is CTO of MagNews and the EmailSuccess MTA<\/a> solution.<\/em><\/td>\n<\/tr>\n<\/table>\n

<\/span>Deliverability trends shape campaign types and ask for new measurement<\/span><\/h2>\n\n\n
\"\"<\/td>\nThere are multiple changes in the email marketing eco system that spring from deliverability. The following are the eye-catchers for 2017:<\/p>\n