Good morning, are transactional emails part of your brand’s customer journey?

Transactional emails are an essential element of the customer experience. Whether you’re sending a confirmation with a payment receipt, a ticket to an event or an order update, it is imperative that the email is received by the customer. Consistently delivering transactional emails is key to establishing trust with customers and maintaining the integrity of your brand. 

Despite the rise of transactional and triggered emails — and the acknowledgment that transactional emails can convert customers — senders are not investing enough in the technology behind them to maintain consistent deliverability, engagement and quality, according to findings from SparkPost’s annual email report. 

GoDaddy announced it has acquired Over, a mobile app designed for SMBs and entrepreneurs that allows users to quickly create content for social media platforms, email and websites. Over has more than a million monthly active users that create 220,000 projects created daily. GoDaddy will integrate the app’s features into its Website + Marketing product suite, expanding the company’s tech platform to better support “non-designers”.

There’s much more below, including news from Infutor and Vibe, mParticle and AudioGo.

Jennifer Cannon,
Senior Editor 

Pro Tip

Managing content and experience is critical in 2020

“Content is a vehicle by which all messaging, offers and engagements occur,” explains Jim Yu of BrightEdge. “It can take a massive volume of content to power interactions on all of the various platforms, networks and devices your audience is using. In 2020, marketers will be looking for content tools to make content creation and repurposing less time consuming and more effective. We’ll be looking to video tools that not only enable us to produce better videos but to optimize them for discovery in search, as well.”



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MarTech Minute

mParticle’s latest updates and new partners for Infutor and AudioGo

mParticle beefs up its data capabilities. mParticle has released a number of upgrades to its customer data platform, including access to “Calculated Attributes,” a feature that allows users to dynamically create user-level data based on existing data. “Data quality must be managed over time, and in fact, we have never seen a ‘set it and forget it’ strategy successfully executed over any meaningful timespan. If your data quality is not improving, it is degrading,” said mParticle CEO Michael Katz. This latest round of updates was designed to deliver better data quality, greater scalability across customer segments and more accurate CAC, LTV, churn and engagement metrics. “These updates will create better collaboration across teams and functions for true cross-channel personalization,” said mParticle Head of Product Craig Kelly. 

Infutor and Vibes partner up. The consumer identity management solution Infutor entered into a partnership with the mobile marketing platform Vibes this month. Vibes’ customer data intelligence solution will be integrated into Infutor’s ID Max platform, giving users enhanced customer ID capabilities, more data attributes, such as home ownership, household income and marital status, and advanced analytics. “Infutor’s robust consumer identity data will help our customers add value to their consumer preferences and increase lifetime revenue. Tapping into the right data and segmentation that leans into consumers’ preferences, behavior, and brand sentiment is key to crafting a successful mobile marketing strategy,” said Vibes CTO Brian Garofola. 

AudioGo ad platform announces two new partnerships. AdsWizz’s self-serve audio ad buying service AudioGo has partnered with Spanish-language media company AudioEngage and Berkshire Hathaway HomeServices. The AudioEngage deal opens up the platform to advertisers targeting Spanish-speaking audiences. The Berkshire Hathaway HomeServices partnership will give the real estate company’s 50,000 network agents and 1,400 franchises greater access to audio ads. “We have created sample scripts for our 50,000 network agents and brokerages across the U.S., who then can edit and customize them for their local market. AudioGO creates an audio ad, and the network agents decide when and where their ads run,” said Berkshire Hathaway HomeServices VP Wendy Durand.


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What we're reading

We've curated our picks from across the web so you can retire your feed reader

What’s the Road Ahead Look Like for CDPs? – CMS Wire

As AI Use Expands, We Need Standards To Identify Content Not Created By Humans – AdExchanger

OpenAI goes all-in on Facebook’s Pytorch machine learning framework – VentureBeat

Facebook to Pay $550 Million to Settle Facial Recognition Suit – New York Times

Do Cashierless Stores Present a Privacy Risk to Consumers? – Street Fight

Punxsutawney Phil should be replaced with AI groundhog, says PETA – The Verge

Helping Gaming Creators Foster Inclusive Online Communities – Facebook Business Blog