CSA Summit 2019 Recap: Email Made For You

The 6th CSA Summit took place on the 10th-12thof April 2019 in Cologne, following the motto “Email Made For You.” This conference is hosted annually by the German Association of the Internet with 200 professionals who work in the email marketing space. Mapp made sure to secure a spot with email deliverability experts André Görmer (Director of Deliverability), Massimiliano Chiucchiu (Deliverability Specialist), and Florian Vierke (Manager of Deliverability Services) in attendance.

A wide variety of technical and marketing-related topics were covered during the event. Here are some highlights if you weren’t able to attend yourself:

Key takeaways for Mapp:

Right now, Mapp already supports clients who want to set up DMARC and BIMI. For DMARC reports, our new partnership with DMARCIAN helps to provide better insights to our clients. Regarding interactive email, Mapp is working hard to be able to provide exciting email capabilities to our customers.

Massimiliano and Florian from Mapp Deliverability Services

Thanks to the CSA Team and the sponsors, as well as all national and international guests who made this event possible. See you next year 😊
strong quarter results

Mapp Empower: Announcing a Strong First Quarter

Today, we announced the close of a strong quarter, in which the Mapp acquired new key customers, increased their agency customer base by 21%, and generated significant revenue solely from our new agency-friendly email marketing platform.

“We identified a gap in the market amongst agencies and consulting firms looking to serve multiple clients with a strong marketing automation tool. At the beginning of 2019, Mapp launched an email marketing platform designed specifically for agencies: Mapp Empower. Mapp Empower allows agencies to retain full ownership of their clients’ experience through a multi-tenant, white label solution and a hands-off approach from Mapp as a vendor,” said Steve Warren, CEO of Mapp. “We anticipated that Mapp Empower would become a top choice for partners going forward and now, at the end of Q1, this has been validated.”

Highlights from Mapp’s first quarter of 2019 include:

To learn more about Mapp Empower, check out our product overview here.

Quartely Review

Quarterly Review: Mapp’s Q1 Product Updates

With 2018 in the rearview mirror, Mapp has entered 2019 with more steam than an old-timey locomotive.

Last year, we were very much focused on what is dubbed “Project Health” and Mobile Push functionality. Project Health was all about getting the platform ready for big data and bigger sending volumes – all while remaining stable and dependable. The majority of our development and product resources were aimed at the foundation: optimizing and enhancing existing features.

Enough of the past, however, as 2019 brings us the opportunity to really focus on the marketer using the platform. We want this year to bring loads of new features that make your life as a marketer easier and more efficient. It’s an opportunity to bring awesome insights, kick-ass experiences, and efficient processes to enhance your marketing activities.

Q1 took off with a leap. Today, we will look over the major and minor updates (honorable mention) to Mapp’s platform in the past 3 months.

1. Inbox Monitoring: 

We have and are still in the process of transferring over our platforms to a new provider for “render testing” and “inbox monitoring”. Render testing on Mapp Empower and Mapp Engage is a popular feature, so we found a provider who offers a similar, seamless integration but provides more features. Another reason for choosing a new provider was the capability that allows you, the marketer, to see if your email actually landed in the inbox. This feature sits alongside the render testing and takes only a couple of moments to set-up.

2. Content Management User Permissions: 

You asked, we listened! You are now able to assign specific people to have access to sections of an email. This way you can control who edits what and restrict it where needed.

3. Whiteboard: 

Mapp Engage’s Whiteboard feature was always powerful but built with a true omnichannel experience in mind, we have now made it easier for marketers to use. Remember: efficiency and ease-of-use is a way of life here at Mapp.

Whiteboards can now be edited while running and live. This means you can adjust actions, timings, or even add items while the program does its thing. Less chance of forgetting to turn it back on and less chance of losing revenue due to programs being paused.

Add “Related Data User Specific Record Added” to your Whiteboard when you want a new event to be set in motion in your Whiteboard after new third-party data comes in. For example, if an individual changes their preferences in the Magento webshop, it will trigger the corresponding journey in the Whiteboard based on this new event.

Adding “Related Data – Import Data/Update Record” to the Whiteboard allows you to import fresh data from any source for segmentation and personalization before any send out through the Whiteboard and use related data sets as an extended set of attributes for the contact.

New items relating to acquisition workflows in Mapp Acquire are now available in the Whiteboard. “Exits Acquire Audience” allows you to decide precisely who the audience for your display ads are, within the Whiteboard. “Remove from DMP Audience” allows the marketer to remove any contacts from a specific audience based on the occurrence of defined criteria.

4. Segmentation Builder:

Our drag and drop interface for the Segmentation Builder has yet another new condition bucket you can use: Related Data. If you are not familiar with Related Data, it’s a way to store additional customer data (or even product/services data separately) which you can segment for truly individualized campaigns.

5. Mobile Channels:

As we continue to move forward with a mobile-first strategy, Mapp has invested heavily in a tighter integration between Mapp Engage and its mobile channels. If you haven’t added mobile to your repertoire yet, check out the benefits that Mapp can help you deliver here. You can now compose push notifications and in-app messages in Mapp Engage. There is a simple reason for that: we need this in order to unify all message composition processes in the not so far future, in order to have a better user experience when composing a message. This is the first building block as part of that new unified message composition process.

 

Reach out to our team at sales@mapp.com if you have questions about these new product developments and how they can benefit your business. While we move into the second quarter of the year, we look forward to keeping you in the loop about all Mapp’s product innovations. 

Mapp Welcomes John Fitzgerald

Press Release: Mapp Welcomes New Chief Financial Officer

Mapp welcomes John Fitzgerald as our new Chief Financial Officer (CFO), following an extensive global search.

John brings to Mapp more than 20 years of experience working with growth-stage technology and digital media companies. He managed integral areas of business, including capital fundraising, acquisitions and divestitures, investor relations, and strategic planning efforts. Over the course of his career with venture-backed companies, John raised over $200 million and managed financial operations in the U.S., Europe, and Asia. He began his career with Arthur Andersen, LLP and held subsequent financial leadership roles with Verve, Brickfish, Veoh Networks, and BakBone Software.

“So far, 2019 has been an exciting year for Mapp with our relaunched brand, rebellious sheep mascot, and new competitive product offerings. Adding John to the team is a great step in helping us take a bold stance in the market. His proven leadership in financial operations, along with his background working in mobile, social media, content, and data protection, is an ideal fit for Mapp as we work to extend our positive momentum and achieve greater revenue growth in 2019”, said Steve Warren, Chief Executive Officer of Mapp. “With John being a San Diego local, our U.S. team is excited to work closely with him in Mapp’s Headquarters in San Diego, California.”

As CFO, John will report to Steve Warren and the Marlin Investment Group while overseeing Mapp’s finance, accounting, human resources, investor relations, office management, internal audit, and legal areas of the business. John will help Mapp finetune its competitive pricing as we develop new product lines and platform capabilities, in order to offer packages that fit customers’ evolving needs in the marketplace.

The Shard view

3 Takeaways From a 1,000 Feet in the Air With Fresh Relevance

We had a blast with Fresh Relevance last week at the top of The Shard in London! Mapp got to co-host a seminar on personalization and customer centricity in the digital landscape. The presentations were dynamic, engaging, and included lots of action-oriented content.

One of the presentations was from our very own Product Strategy Director, Ric Montvilla, who has been helping marketers navigate the complexity of the digital marketing technology landscape for the last 8 years. His presentation took the form of a story that reflects the ultimate retail consumer journey with customer centricity at the heart.

What Are The Challenges With The Digital Experience?

Marketers are under more pressure than ever. They are expected to be creative, commercially aware, and technically savvy. They need to innovate at scale without cannibalizing their traditional business models and revenue streams. What makes it even more difficult is that all tech vendors and agencies are promising to deliver incredible results, however choosing what to focus on next and moving the business closer to the true ’nirvana’ of customer centricity is the real challenge.

Research shows that 65% of consumers are disconnecting from blanket personalization strategies. In addition, 79% of consumers want brands to demonstrate they care before considering a purchase. As a result, marketers have to find new ways of differentiating to stay top of mind.

Customer journeys are not about someone having a need to buy a product or service. It also doesn’t end when someone has purchased the item. Great customer journeys are about taking someone that is agnostic to the brand and turning them into loyal brand advocates.

How Do You Implement The Ultimate Digital Experience (UDX)?

Ric's presentation

3 Takeaways About The Ultimate Digital Experience (UDX):

The Ultimate Digital Experience enhances the traditional purchasing path by adding value at every stage of the customer journey through personalized, relevant, content-rich, and orchestrated engagement at the right time and location.

As Ric stated at the event: “Remember the following 3 things about the UDX:

  1. Not all channels are meant to sell. Identify the purpose of each channel for your brand to create loyal customer relationships.
  2. Combining Advertising and Marketing is the largest and most cost-efficient quick win any marketing organization can leverage to differentiate themselves.
  3. Great customer experiences lead to a greater affinity with the brand.”

The solution lies in breaking down the data silos between Marketing and Advertising (and all other departments) to optimize marketing spend and create seamless customer journeys. There are many things you can do as a marketer, but we truly believe this delivers the biggest advantage in the quickest timeframe and at the lowest price point.

To find out more about the Ultimate Digital Experience and how Mapp can help you set up your own customer-centric journey, schedule a personalized demo.  
email marketing evolution

The Evolution of Email Marketing: Navigating a Reputation-Centric World

The days of using physical mail tactics in the marketing space have all but passed. Modern means of protecting privacy mean that several time-honored tactics are now less effective, if not obsolete. Compared to direct mail or physical mail (p-mail), email represents an inexpensive way for a business to reach consumers. Sounds great, right? The low cost and the adoption of email as a communication standard meant a vast number of recipients could be reached with little capital investment. This caused a flood of messages, both benevolent and malignant, to flow. Yet, because of those malicious actors, providers have enacted measures which result in the complex reality of modern email marketing.

Consider the local restaurant that markets their product by going to surrounding neighborhoods and putting menus in mailboxes. If ads convert enough, they create profit for the business and enough profit means the campaign was a success. The internet made the “neighborhood” the entire world and ambitious businesses cast nets far and wide in a “more is more” philosophy. In those early days, if an address became known, it could become the target of any business – whether desired or not.

It was the malicious and undesired intrusions into the inbox that caused providers to take steps to empower their subscribers with tools like one click unsubscribe or “mark as spam” buttons. Businesses who adapted to these empowered recipients continued to enjoy success, while businesses who still adhered to the “more is more” tactic found themselves blocked, bulked, or otherwise not delivered.

Successful businesses had begun to engage the user in more meaningful ways than ever before. They started to collect data to sculpt offers relevant to the recipient’s history and, as that information became more of a commodity, transactions occurred involving it. Targeted analytics became prevalent and, again, consumers sought ways to protect what they deemed to be their private information. Regulatory bodies are now striving to meet that demand from consumers and legislation such as CASL, GDPR, and CCPA are proposed remedies. The impact of those measures remains to be seen as laws come into force but some businesses have felt the impact of those first policies already.

The modern consumer has more control in their hands than ever before, so if a business wants to reach them, they must engage them meaningfully. Businesses must treat consumer relationships more personally and consider the recipient’s desires in ways that the restaurateur putting menus in a mailbox never had to.

Businesses engage firms and email service providers to help broadcast their message but, fundamentally, all successful campaigns share some common characteristics. First, those campaigns demonstrate revised understanding of consent. The new understanding is that consent should be affirmative and informed. Put in terms of email, this means that a business should first clearly tell a recipient who they are receiving an message from. Frequently, this includes the “from” address as well to enable the recipient to recognize it as legitimate when it arrives in the inbox. In addition, stating when mail will arrive helps the recipient assess mail when it arrives and has a secondary impact that, should mail be mishandled by the provider, the recipient can note it as overdue and look for it. When they find it, their open, click, or marking it “not spam” will help future sends arrive.

So, let’s say that that same local restaurateur now engages in a digital campaign. The restaurant now signs up customers at check out to receive coupon emails. When the customer signs up, they are told to look for an email with a valuable coupon arriving in the next 24 hours. The recipient, enjoying the product, wants that coupon and will look for it (should it not arrive on time). In this instance, the clear statements of what will be sent and when it will be sent serve as prompts from the business to engage with sent mail – all of which providers react favorably to. Once the consumer consents to being sent emails, the business should affirm that consent in a follow up. This helps avoid pitfalls such as unclear language at opt in or typographical errors at the point of contact. It also serves to mitigate the risk of complaint. This is the starting point of nearly every interaction. “May I?” “Yes, you may.”

Secondly, successful campaigns strive to induce engagement with the mail sent recipients. Mail providers today have begun to adopt signs of engagement (i.e. opens, clicks, scroll, etc.) as viable metrics in determining if an email is wanted or unwanted. Once consent has been given, if mail that follows is unexpected or out of line with what the recipient thought was going to be send, that can lead to complaint. If “valuable coupons” the restaurateur was supposed to send turn out to be marketing for a new dish with no coupon, the recipient will feel cheated. At best, they’ll unsubscribe and at worst, they will complain. Sending content that is in line with the permission granted will reinforce the positive status a sender.

These elements of the recipient experience along with technical setup aggregate into a reputation for the sender with a mail provider. Reputation is an expression of the level of trust in the relationship a sender has set up with subscribers of a mail provider. The more recipients trust a sender’s mail and give positive feedback (i.e. open, click, scroll, etc.), the less mail providers are inclined to bulk, block, or delay that sender’s mail.

Because of its aggregate nature, reputation can be murky for senders. Each mail provider conceals the exact measures by which they rate reputation because, were they to be known, malicious actors could use that knowledge to circumvent those protections and arrive unsolicited in the inbox. The Deliverability specialists at Mapp are able to help senders navigate this ever changing landscape by being a part of the industry, technical expertise, and outreach to stay on top of issues that impact email campaign success.

Wrap up

When the intention of an email send out is to generate a campaign with the most successful results possible, senders who take time to consider these elements in the entire lifecycle of a lead find that the relationship suffers in the absence of consent and engagement not only with recipients they target but mail providers as well. The more a business strives to manage the relationship with their consumers, the more meaningful the relationship becomes and the more data is given freely on account of trust – which yields more targeted and effective campaigns.

What Do CMO’s Demand From MarTech in 2019?

As a senior marketing executive, do you believe you’re delivering the best customer experience at every brand touch point? The movement towards digital transformation was supposed to improve the customer experience. But in a new report being published this month, a team of researchers from Forrester Research, Inc. found that “too many CMOs focus on short-term ROI driven decisions. Their teams lack the data and technology skills required to orchestrate the digital delivery of the brand promise.”

Guest speaker, Thomas Husson, VP and Principal Analyst from Forrester Research, and Steven Warren, CEO of Mapp Digital, break down five challenges senior marketing executives in companies of all sizes will face in 2019. Watch the replay of “2019 Predictions: What CMOs Demand from MarTech This Year”.

 

The webinar covers how to:
  1. Drive customer-centricity
  2. Improve your team’s use of data and analytics
  3. Align brand promise with customer experience
  4. Orchestrate channel growth
  5. Improve personalization capabilities

Overcome these obstacles and make 2019 the year you drive your company’s digital delivery. What are you demanding from MarTech this year?

mapp cloud digital marketing platform

New Year, New Mapp

Have you seen it already? We unveiled Mapp’s new brand this week!

With striking new colors, bold taglines, and a rebellious sheep as our mascot, we are relaunching Mapp Cloud as a rad digital marketing platform for companies that want to break away from the pack.

Watch our new video to learn what that really means:

 

With Mapp Cloud, you can then “break away” from your competition by running smarter campaigns that draw from unified customer data – from one simple platform. In case you didn’t see last year’s buzz, we transformed our data architecture into a customer data platform (CDP) to enable this data-driven marketing.

Get caught up with the full press release here: https://prn.to/2QB5PlJ

Are you ready to break away from the pack this year? If the answer is yes, request a demo!
Mapp's new products 2018

Mapp’s Top 10 Product Developments of 2018

Last year was a busy one for Mapp, so we rounded up Mapp Cloud’s top 10 product developments of 2018. Market smarter in 2019 with these new features:

1. Our native customer data platform (CDP) underlying Mapp Cloud

Behind the scenes this past year Mapp has been changing the data infrastructure to allow customers to unify disparate data and dramatically improve marketing execution. Here are a few exciting performance improvements that came as a result:

Marketers, we get your need for speed!

2. The Subject Line Optimizer

A game-changer in email marketing: Mapp can now score subject lines against email distribution lists before send out with the help of machine learning. You are now able to craft subject lines that will statistically drive higher open rates.

subject line optimization

3. Blazing fast segmentation

Mapp’s new Segmentation Builder fetches, calculates, and processes your target audience in the blink of an eye. The simple-to-use, drag-and-drop interface gives real-time counts for even the most complex cross-table criteria.

4. Automated customer journey campaigns

Mapp’s new Whiteboard allows you to design, schedule, and automate cross-channel campaigns with unlimited journey paths. Trigger personalized messages in response to real-time engagement, even based on activity in your mobile app. Whiteboard’s easy-to-use interface provides campaign visuals and performance statistics, such as the number of customers that followed each path or fulfilled a specific goal. Watch this short webinar to learn more.

Mapp Whiteboard

5. More SMS capabilities

Did you know that 50% of consumers make direct purchases after receiving an SMS, QR code, or discount coupon? Mapp continues to add more SMS providers around the world to offer the best connectivity and most exciting mobile engagements at the lowest cost possible. Expand your reach to customers on the go!

6. In-app marketing included in Mapp’s whiteboard

Display in-app messages while customers are using your app. You can also draw them back into the app with meaningful push notifications. Integration with Mapp’s Whiteboard allows marketers to automate cross-channel messages based on app behavior. Pretty cool! Learn more about mobile marketing with Mapp here.

7. Sophisticated lookalike audience builder

Creating retargeting campaigns using Mapp’s data management platform (DMP) has never been easier. Enhancements to Audience Builder allow you to add or remove contacts based on sophisticated behavioral logic, at the moment of purchase, or after specific event triggers – saving you from wasted ad spend.

Mapp Lookalike Audience

8. Cross-channel reporting

Mapp’s Campaign Reporting delivers a unified, near-real-time view of cross-channel campaign performance, which helps to drive faster and more informed decision-making. No more excuses – how many cross-channel campaigns are you running next year?

9. Content Management 2.0

Mapp gives users full control over the creation and customization of emails, subscribe & unsubscribe forms, and microsites with the WYSIWYG editor and drag-and-drop functionality. Current customers are reporting they only need half the time to create email campaigns now.

 Mapp Email Template

10. New data security certifications – you can trust Mapp Cloud with yours!

We are proud to announce that Mapp is ISO 27001 and 27018 certified, which means that we meet the high standard of protecting personal data in the cloud. Learn more in our recent blog post.

 

Don’t be shy if you want to see the features in action – just fill out a demo request here!
Safe Data

Mapp Achieved ISO 27018 Certification for Cloud Data Privacy

We are happy to announce that Mapp recently completed an independent third-party audit to renew its existing ISO 27001 certification and achieve ISO 27018 certification for cloud data privacy.

Achieving the ISO 27018 certification on top of the existing ISO 27001 certification for information security management underscores Mapp’s commitment to the safeguarding of its customers’ personal data. It also demonstrates Mapp’s capability to monitor, measure, and improve according information security and privacy measures and sets us apart from our direct competitors. Security and privacy are an absolute top priority for Mapp and form an integral part of our cloud service offerings – these are not just words, we can prove it!

What is ISO 27001? ISO 27001 is the international standard for information security management and defines the requirements for the introduction, operation, monitoring, and continual improvement of an effective information security management system (ISMS). It systematically ensures that an organization implements and maintains adequate technical and organizational security measures in line with state-of-the-art, industry-specific needs, risk, as well as legal and contractual obligations. The scope of ISO 27001 is not limited to personal data and an organization’s cloud offerings.

What is ISO 27018? The International Organization for Standardization 27018 Standard (ISO 27018) specifically covers privacy protections for the processing of personal information by cloud service providers. It focuses on the protection of cloud service customers’ personal data in the cloud and therefore extends an existing ISO 27001 control framework with privacy specific requirements. This control framework is very well aligned with data protection legislation, such as the GDPR, and is therefore an excellent tool for both implementing and demonstrating compliance with legal and derived contractual requirements.

Why does it matter? We believe that our customers must be in a position to trust us as their marketing technology provider. It’s not feasible for them to audit us individually, so it’s important for us to have independent certification – which is much more than a piece of paper.

Certified compliance with ISO 27018 means that Mapp has effectively implemented appropriate controls for dealing with customers’ personal data. The certification helps our existing and prospective clients satisfy their own legal obligations on assuring the data protection capabilities of the third-party service providers they use (e.g. Art 28 sec. 1 GDPR) – by verifying the scope and validity of the certificates. Since certified compliance with the ISO 27018 requires annual third-party verification, the rigor of this process and the resulting certificate should give customers additional confidence in Mapp as the right marketing tech provider.

Certification details The scope of the ISO 27001 and ISO 27018 certification is Mapp Engage hosted in the EU and Russia. In terms of personal data processing and protecting such, Mapp Engage is the most important element of the Mapp Cloud Suite. All of Mapp follows the same information security and privacy policies and standards, and our information security & privacy team ensures that the entire organization is and remains compliant with these standards.

#MappsolutelyProtected