Don’t put Campaign Monitor officials in the email-is-dead camp. Ever.
The Sydney, Australia-based provider sells email marketing software and has done so for a decade, building a customer list of 1.2 million.
Today the company released an update to its platform that officials said gives marketers control over transactional email. You know the ones — you sign up to an RSS feed or abandon a shopping cart on a website or mobile, and, voila, you get an email.
Campaign Monitor officials claim this kind of email — 60 billion of them per day — has for too long been under the control of IT and developers. But it needs to be with marketers, they said — and they said they have a first-of-its-kind capability: a transactional email service built directly into Campaign Monitor’s existing platform.
Sure, marketers may create the original notes. But changing and monitoring them is a challenge.
These messages — welcome emails, password resets, order confirmations, shopping cart abandonment notifications, for instance — are opened up to eight times more frequently than traditional marketing email.
“Increasingly marketers look at these emails as customer communications,” Campaign Monitor CMO Kraig Swensrud told CMSWire. “But they have not been in control of these transactional emails.”
They should be, he said. They need control over every brand touchpoint of the customer experience. They want to cross-promote products as their business changes. They should be doing A/B and optimization testing and receiving analytics data on these transactional emails.
“They want to treat them like marketer emails instead of IT and developers emails,” Swensrud said.
The new capabilities include: drag-and-drop email builder, out-of-the box mobile readiness, optimization and testing tools, advanced personalization and segmentation and rich reporting.
Campaign Monitor officials said Birchbox, BuzzFeed, De Beers, Reddit and SXSW are some customers using the new transactional email service. The new transactional email service is generally available today and included for Campaign Monitor customers on monthly subscription plans.
Swensrud said the company will double the number of the employees to 200 by year’s end.
The company earned a nod in an industry top 20 list earlier this year. Capterra, an Arlington, Va., company that helps businesses choose software, gathered customer and user counts from email marketing vendors in February. Mailchimp, Constant Contact, Vertical Response, GetResponse and Campaign Monitor rank highest, according to the company.
Some industry studies back Campaign Monitor's claim that email marketing is the most effective channel despite the rise of social media. Big marketing suites like Adobe believe you should use the capabilities it provides for email marketing because traditional email service providers don't cut it.
Forrester Research in its Wave report on email marketing for the third quarter of 2014 found nine "significant" providers: Acxiom, Epsilon, Experian Marketing Services, Oracle Responsys, Salesforce ExactTarget, Silverpop, StrongView, Yesmail Interactive and Zeta Interactive.