Email also benefits from AI, according a study by industry analysts The Relevancy Group that was funded by email deliverability experts Return Path. Specifically, a survey of marketing executives found that companies using AI-driven email personalization reported 1.13% higher deliverability, 7.64% higher open rates, 13.44% higher click-through, and 41.29% more revenue. Sounds good to me.
It’s hard to imagine that anyone who reads this newsletter hasn’t already heard, but Adobe announced an agreement yesterday to purchase B2B marketing automation vendor Marketo for $4.75 billion. Seller was Vista Equity Partners, which bought Marketo in May 2016 for $1.8 billion. Adobe gets 5,000 customers in B2B marketing, where it has had little presence. Adobe comments suggest Marketo will stay separate from Campaign, Adobe’s B2C marketing automation system.
CDP vendor RedPoint Global has released a packaged solution for retail banking, its latest industry-specific solution. Components include single customer view, retail banking data model and templates, turnkey connectors for marketing channels, preconfigured reports, and real time decision tools. It runs on the Microsoft Azure platform.
Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.