Opting into opt-in email tools

When you’re building a email list, you’re going to be more successful if you actually send your marketing emails to those who want to receive them. But how do you get people to opt-in?

Opt-in email is a term used when someone is given the option to receive email. Using a method to get prospects to opt-in to being marketed to is not just being a good marketer, it will boost open rates and keep your emails from being marked as spam.

When you look the CabinetM Email Technology Stack, you can see a layer of opt-in tools for marketers and whole enterprises.


Email Pirate
 is a quick, easy opt-in form creation app for Shopify marketers. With Email Pirate, you can effortlessly collect subscriber information for newsletters, downloads, coupons and more. The Email Pirate builder includes professionally-designed templates that you can customize to match the look and feel of your Shopify store. Email Pirate integrates with MailChimp, Aweber, Campaign Monitor, Constant Contact, Get Response, contact and more.
BEST FEATURE: Professionally designed opt-in forms make it easy to collect contact information and sync it to your email providers. Generates a csv file of email addresses that can be uploaded to the email client of your choice.
PRICING: Packages are $4.99 monthly.


Double Opt-In for Download is a freemium WordPress plugin that you can embed in your WordPress website or blog. Designed to help marketers build a highly interested audience through free downloads (newsletters, ebooks, white papers), DOIFD provides a simple one-click verification link in a welcome email. Once verified, the link returns the subscriber to your website to retrieve your download content. The lightweight plugin helps organizations of all kinds to build and maximize a customer base.
BEST FEATURE: Offer free downloads (ebooks, white papers) or simple newsletter mailing lists.


Ezepo is a platform for managing marketing opt-out compliance, Ezepo uses straightforward, web-based technology to coordinate your data across multiple platforms and works with the systems you’re already using. Its industry-leading CAN-SPAM compliance software keeps you on the right side of the law by taking care of opt-outs, and can collect opt-out requests for both email and phone campaigns, streamline and automate data distribution to marketing partners and maintain complete control with powerful analytics and alerts.
BEST FEATURE: Ezepo maintains a clear and easy to understand audit trail over your entire organization’s compliance performance. Easily see who has uploaded new data to your lists, which third party marketing partners have (or have not) downloaded suppression data and quickly identify potential compliance risks.
PRICING: See vendor for details.


Welcome Mat is an opt-in form that encourages website visitors to join your email list, watch videos, download white papers and more. Welcome Mat is a full-screen overlay that displays when new visitors land on your site, blog or online store. You have total control of the background colors and fonts so you can match Welcome Mat to your site design and brand. Free to get started with the basic version, upgrading to Welcome Mat Pro lets you change the overlay to an image, GIF, or video, add different Welcome Mats to different pages, A/B test your Mats, remove all branding, and more.
BEST FEATURE: Change background color, text color and font to completely match Welcome Mat to the design of your site.
PRICING: Opt-in features are free. The full Sumo platform which removes Sumo branding from forms is $39 monthly.


LISTSERV is an email list management software that provides everything users need to manage opt-in email lists, including email newsletters, announcements, discussion groups and email communities.
BEST FEATURE: With the Maestro Add-On, LISTSERV becomes a complete opt-in email marketing and analytics solution.
PRICING: See vendor for details.

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Trello updates platform with voice-activated Butler

Trello, the platform for enterprise-wide collaboration, has announced changes to its platform. Teams will be limited to 10 open “boards” for task management unless they are upgraded to Business Class or Enterprise accounts. The Butler Power-Up feature, which automates tasks via voice command or custom buttons, is now generally available to all users. The Map Power-Up can now add locations and maps to the to-do-list “cards” used by teams. Trello has also updated its permissions and added restrictions so only account administrators can add Trello features to each account.

From the release: As we look to the future, we’re doubling down on making Trello the go-to tool for managing projects at work. According to a recent survey, over 70% people come to Trello to solve a problem at work, and we’re excited to launch new features today to make Trello even more powerful for teams,” wrote Michael Pryor, head of product for Trello.

Link: Trello Blog

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Accenture Interactive acquires Dutch agency Storm Digital

Accenture Interactive, part of Accenture Digital, is expanding into the Dutch market with the acquisition of Storm Digital, a full service agency specializing in search, social and programmatic advertising services. The acquisition furthers Accenture’s presence in Europe and its capabilities in creative strategy, content creation, activation and optimization of media across multiple platforms.

From the release: “Accenture Interactive has continued to scale programmatic services for global brands; with the addition of Storm Digital, we can move faster and further in terms of scale and expertise, and help to drive strong results for our clients,” said Anatoly Roytman, head of Accenture Interactive Europe, Africa and Latin America.

Link: Accenture Newsroom

Visit Accenture Interactive on CabinetM.

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Bridgeline Digital buys OrchestraCMS from Stantive Technologies Group

Bridgeline Digital, which produces the Bridgeline Unbound suite of tools for marketing and eCommerce, has acquired OrchestraCMS from Stantive Technologies Group, a CMS built natively on Salesforce.com. The acquisition is expected to help Bridgeline better serve customers by providing highly-personalized digital experiences by leveraging OrchestraCMS’ native Salesforce integrations and expertise.

From the release: “OrchestraCMS – along with both the recent Celebros and SeeVolution asset acquisitions – will provide powerful pieces of technology to the Bridgeline Unbound product suite,” said Ari Kahn, CEO of Bridgeline Digital. “We’re always seeking ways to provide even greater value and continued innovation to our customers to help them stand out from their competition in their respective markets. The OrchestraCMS platform’s native integration with Salesforce give Bridgeline a unique capability in the web content management space that will bring new capabilities to our customers who use Salesforce.”

Link: Martech Series

Visit Orchestra CMS on CabinetM.

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Atlassian acquires enterprise agile planning platform AgileCraft

Atlassian, provider of collaboration and productivity tools, announced it will acquire AgileCraft, a provider of enterprise agile planning software. AgileCraft helps enterprise organizations build and manage a ‘master plan’ of their most strategic projects and workstreams. The acquisition of AgileCraft will allow Atlassian to connect the work of its productivity tools, such as Jira to customers’ outcomes of the entire enterprise and is expected to add approximately $1-2 million to Atlassian’s revenue.

From the release: “We know loads of time is wasted collecting status updates across hundreds of agile teams, getting unstructured snapshots of capacity, and trying to measure value generation. These challenges require a different set of tools – ones that give leaders critical visibility and allow them to adapt in a timely way,” wrote Scott Farquhar, co-founder and co-CEO of Atlassian. “We’ve heard from our enterprise customers that these problems are really hard to tackle – and they need our help along the way. That’s why we’re excited to share we’ve entered into an agreement to acquire AgileCraft, a leader in enabling scaled agile transformations. Many Atlassian customers, including AT&T, Anthem, NCR, TIAA, and Duke Energy trust AgileCraft to scale their teams’ agile practices.”

Link: Atlassian Blog

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Oracle adds machine learning tools to cloud platforms

Oracle has updated a number of cloud applications, including the Oracle ERP Cloud, HCM Cloud, SCM Cloud and CX Cloud. Within the Enterprise Resource Planning (ERP) Cloud and Enterprise Performance Management (EPM) Cloud, Oracle is adding new machine learning-based tools,  including an expense reporting assistant, a project management digital assistant, and advanced financial controls such as continuous analysis of transactions. The Human Capital Management (HCM) Cloud is now enables personalized and on-the-go experiences for all users, including candidates and recruiters to HR professionals, managers and employees.

From the release: “We continue to grow revenue faster than market and we have an enormous opportunity ahead of us in ERP and HCM,” co-CEO Mark Hurd said.

Link: ZDNet

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BlueVenn launches new CDP Unify

BlueVenn has launched Unify, a Customer Data Platform with a focus on data loading and tools for non-technical users to automate the ingestion and transformation of data into the platform. The data management of Unify was previously only available as part of BlueVenn’s complete customer analytics and campaign management solution, but has now been decoupled from the complete solution and available as a plug and play platform that organizations can purchase on its own.

From the release: “BlueVenn Unify enables the marketing team to connect to infinite data sources, real-time or batch, and automate the deduplication, cleansing and consolidation of their data. It scales from hundreds of thousands to tens of millions of customer records, and as new data sources or channels become available, adding them is a simple process for the marketing team to load and link them into Unify. Marketers are stifled in their ability to work with data effectively and it leads to inaccurate insights, untargeted marketing and too much time manually wrestling with their data day-by-day,” Steve Klin, BlueVenn’s CEO said. “Unify will be transformational for these businesses!“

Link: Martech Series

Visit BlueVenn Unify on CabinetM.


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Teikametrics updates Flywheel to automate hourly bidding on Amazon

Teikametrics Flywheel, the advertising bidding platform purpose-built to use with Amazon Advertising, has updated its platform with Flywheel Hourly Bidding, a tool that examines each ad target  and evaluates whether it has the best bid, multiple times a day. The Bidder only changes bids when needed after verifying each ad target, like a keyword, several times a day.

From the release: “If you’ve never driven a Lamborghini (or one of its equally exalted cousins), you should try it, at least once in your life. And if you’re selling on Amazon and have never experienced what it’s like to have an hourly algorithmic bidder handle your ad spend, you should give the Teikametrics Flywheel platform a test-drive,” wrote Aatish Salvi, chief technical officer for Teikametrics on the company blog.

Link: Learn Teikametrics

Visit Teikametrics Flywheel on CabinetM.

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Attack Your Stack: The Importance of Marketing and Business Objectives in Marketing Technology Stack Strategy

It’s not unusual for organizations, in response to internal pressure, to jump right to “we need an XYZ platform” instead of taking the time to establish marketing objectives and technology requirements. Unfortunately, without doing the work to map requirements against business objectives leads to a bloated technology stack with overlapping functionality, poor utilization of the platforms in place, and increased cost

As you begin to think about your stack strategy and plan, start by identifying the business and marketing objectives that you are trying to achieve, and then define and map the marketing functions that will need to be supported by technology for each objective. 

For example:

Business objective: Reduce costs

Marketing objective: Reduce the cost of customer acquisition

Marketing function (technology-driven): Measure marketing technology effectiveness

With your marketing functions defined, the next step is to define the target and purpose of each function. This begins to create a framework that can be used to help identify tool requirements and the teams responsible for managing them.

Some examples:

  • Measure marketing technology effectiveness across the organization in order to identify and eliminate tools that are not delivering desired results.
  • Deliver email — For B2B and B2C audiences, to drive repeat purchases.
  • Engage in social channels — For proactive (marketing) or reactive (customer service) efforts to drive engagement with existing customers.
  • Manage data across channels (omni-channel) — For internal teams to ensure that there is messaging consistency across the delivery of all communications channels.

Generating an objective-driven technology requirements framework adds value throughout the many stages of auditing, building, and maintaining a MarTech stack. During the stack audit, this framework can be used to organize findings, identify teams to interview, and formulate questions to ask to uncover all of the technology currently in use (technology sometimes hides . . .). When audits are complete, having a finished framework makes it easy to pinpoint functions that are not currently supported by existing tools and to identify areas of overinvestment.

With an initial framework in hand, you can drill down to identify the specific technology requirements needed to serve each business function. Notice I am referring to functionality. Many of us naturally jump straight to defining a platform requirement (e.g., “I need a CRM system”) because it feels concrete. The problem with this is that it discourages you from looking at the functionality that you already have within your stack to see if you can cover your technology requirements with your existing set of tools. And, if you do need to bring in an additional tool, it narrows down the selection too quickly by biasing you to one type of tool, when in fact a different type of tool may be able to deliver more functionality.

Here’s an example of the kinds of business and marketing objectives you might first identify, followed by the types of technology requirements that you might then pinpoint in finalizing a technology requirements framework that serves your business functions:

Business objective: Increase revenue and reduce costs

Marketing objective: Improve campaign return on investment

Marketing function: Develop a sound attribution strategy that allows our team to make better investments based on past campaign performance

Technology requirements:

  1. De-duplication for leads and contacts
  2. Automated lead-to-contact conversion
  3. Automated lead-to-account matching
  4. Automated contact-to-opportunity conversion
  5. Field normalization (standardization)
  6. First touch, last touch, and multi-touch reporting

Two important things to consider as you build your technology requirements framework:

  1. Ask yourself: “How well does the company need to perform each function?” Do you need to perform at a “world-class” level in every function, or in just a few? There is always more work to do than time or resources allow; this relatively simple exercise will help with the prioritization of work and tool investments.
  2. In defining the technical requirements needed to support each function, it is important to identify the data that will be needed, where it will come from, and what processing will need to be done in order for it to deliver the desired results. Skipping this step can lead to disappointing performance.

Having a well-defined requirements framework will make it much easier to assess your existing marketing technology stack and to determine what else is needed to complete it.

For more stack insights request a free copy of my workbook, AttackYourStack.
Anita Brearton is founder and CEO of CabinetM, a platform that helps marketers take control of their marketing technology environments. In addition to CabinetM, Anita is a CMS Wire monthly columnist and speaks frequently on marketing practices and stack building.
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Filecamp adds new user interface to Digital Asset Management platform

Filecamp, the browser-based Digital Asset Management and artwork approval tool, has updated its platform with a new user interface that is responsive and mobile-ready. Filecamp has also updated a number of features as it switched to the Google Cloud Platform set up data centers in four regions around the world. Filecamp added new levels of user permissions and multiple users can be invited with just a few clicks.  Filecamp also added custom branding, custom pages, advanced served tags and an auto-suggest feature for new image recognition tags.

From the release: “In the new Filecamp, we have found the perfect balance in meeting our customers feature requests and still maintain Filecamp’s position as the preferred alternative to the more complex and old fashion DAM solutions out there,” said Jesper Faurby, CEO and Co-founder. “The first reactions on the new Filecamp have been extremely positive, and we actually believe that the new Filecamp will be a game changer in the global DAM market.”
Visit Filecamp on CabinetM.
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