About 50% of Campaign Monitor emails are opened on a mobile client, which underscored its development of Canvas, an email marketing tool designed to make branded content look great on any device.
Similarly, spurring Campaign Monitor’s acquisition of GetFeedback was the recognition that marketers wanted to embed dynamic survey tools into mobile apps and experiences, going beyond pages with black text on white backgrounds typical of desktop interfaces, said Swensrud.
“They were the original data-collection tools that came out of market research, and we thought, ‘Why can’t these be used for branded marketing [messages] that [don’t shrink or blow out] when you open them on a smartphone?’” he added.
Bard doesn’t seem fazed about the crowded email marketing solution marketplace – one dominated by Constant Contact and CheetahMail, which was acquired by Experian Marketing Services in 2004.
The consolidation of email-centric tools such as ExactTarget, Eloqua and Responsys “really cleared the deck for a company like ours,” said Bard. “Depending on who you talk to, the email platform market alone is about $3-$5 billion and the survey market is north of $2 billion, so we see a lot of opportunity here.”
However, other independent email platforms have been stepping up their games, raising the bar for Campaign Monitor. Companies like AgilOne and TellApart are tying together various touch points like e-commerce, site optimization and personalized email. And LiveIntent adds programmatic ad placements into email newsletters.
But Bard’s not backing down. Via the Insight Venture investment, Campaign Monitor and GetFeedback have “joint gunpowder” now to identify new opportunities for expansion, whether that’s “in the form of additional acquisitions [or expanding] internally and growing our talent,” he said. Though Campaign Monitor is Australian, he added, most of its clients are in North America and Europe.