Maropost Review

Maropost
Product:
Vendor:
Founded:
Headquarters:
Maropost
Maropost
2011
Toronto, ON
Ownership:
Customers:
Deployment Model:
Free Trial:
Private
600
Cloud
No
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Maropost At A Glance

Good: Ability to create complex customer journeys in minutes, tools that improve email deliverability, native features that don't require data integration.
Bad: Not intended for Business-to-Business (B2B) companies or those that send limited emails or have small databases, frequent software updates may be overwhelming for some users.
Bottom Line: Unified marketing automation platform that empowers users to send personalized messages across multiple channels.

Product Overview

Maropost is a cloud-based marketing automation platform that helps Business-to-Consumer (B2C) companies acquire, engage and convert prospects and customers across multiple channels (e.g., email, social, web, mobile). Marketers can quickly create complex customer journeys, send targeted messages and optimize their campaigns. Many of Maropost’s features are automated, allowing marketers to focus on more strategic needs.

The software doesn’t require data integration because it offers native, built-in features, including its Mail Transfer Agent engine that powers the emails sent within the system. However, for companies that have customer and purchasing data stored in different solutions, the vendor offers integration with over 500 applications, such as customer relationship management (CRM) software and eCommerce systems.

The software has numerous other benefits, including:

  • Improved relationships with prospects and customers
  • An intuitive interface with minimal HTML code knowledge needed
  • Scalable and robust pricing tiers that address complex requirements

Features

While Maropost has many features, the section below focuses on the key ones within its four marketing channels.

Email marketing – Users can create a marketing campaign with the Journey Builder, a drag-and-drop tool that lets them add in images, text and other elements. They can also create unique email campaigns with the Personalization feature by building targeted segmentation lists, adding in dynamic content and scheduling email sends based on different criteria (e.g., time of purchase, time of engagement). Maropost provides tools for improving email deliverability, such as Deliverability Score and Spam Checker.

Marketers can track their email campaign with built-in and custom reporting templates. They can also optimize those campaigns with two features: Priority Send and Optimize on Open. With the Priority Send feature, marketers can filter a customer list based on engagement and send emails to the most engaged recipients first. The Optimize on Open feature lets marketers add in different call to actions to the message that shows up when the email is read. For instance, they can add in an expiration date to an image, so recipients who open the email after that date gets a different call to action than recipients who open the message beforehand.

Additional email marketing features include email templates and A/B multivariate testing.

Mobile marketing – As with email campaigns, marketers can set up text (SMS) campaigns by customizing their messages, selecting from a segmented list, previewing messages and scheduling sends. They can also set up in-app messages that send personalized deals/discounts or in-app events that triggers push notifications. Marketers can monitor their mobile app engagement metrics with the Application Event Tracking feature.

Web marketing – Within this channel, marketers can track website activity and turn site visitors into prospects with the Acquisition Builder. The Acquisitions Builder is a drag-and-drop interface that creates lightboxes (or webpage overlays) to entice visitors to provide an email address or other information. Marketers can also use this builder to create acquisition journeys and single or multistep forms that are embedded within the web page. In addition to the Acquisition Builder, marketers can set up personalized landing pages with dynamic content, too.

Social media marketing – This channel can help marketers grow their lists by generating leads from social media. Maropost integrates with Facebook Lead Ads and Twitter Lead Generation Cards, so social media visitors can fill out forms directly from either platform. Marketers can also target Facebook and Instagram users with relevant ads, as well as set up social media playlists that can rotate evergreen and fresh posts on Facebook, LinkedIn and Twitter.

Target Market

Maropost targets B2C companies that have a minimum budget of $1,000 per month, at least 25,000 people in their database and typically send at least 50,000 emails per month. It’s also ideal for companies that need to engage with prospects and customers via multiple channels. The types of industries that typically utilize this software include eCommerce, retail, media, publishing, hospitality, tourism and travel.

We’ve listed 10 of Maropost’s clients below.

  • BioTrust
  • Dollar General
  • Hard Rock Cafe
  • Haymarket Media
  • Hilton
  • Mercedes Benz
  • Mother Jones
  • New York Post
  • StickerYou
  • Yext

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Implementation/Integration

The implementation process can vary depending on the type, size and complexity of the project, but full onboarding generally takes about four to six weeks. The solution can go live within 48 to 72 hours of confirmation from the client’s finance team. After, the client can set up an account and add users.

Maropost sets up the Domain Name System (DNS), which can take about three to five days, depending on the client’s response time. According to the vendor, the IP warmup period depends on the client’s volume size.

Clients on the Professional and Enterprise plan have access to a dedicated Customer Success Manager (CSM) who will send an introductory email to the client and then set up a kick-off call. Clients can also participate in three training sessions:

1.) An introduction to the platform

2.) Advanced features

3.) Responding to the customer’s questions and showing use cases

Customer Service & Support

All users have access to a self-service library for browsing articles and submitting a ticket. They can also contact support via the in-app chat. Users on the Professional and Enterprise plan can reach out to their dedicated CSM by phone or email.

Pricing

There are three pricing tiers that include unlimited contacts, unlimited users and unlimited lists. Maropost also offers specialized packages for clients with complex needs. The tiers are:

Essentials – The Essentials tier starts at $500 per month and includes five journeys, 50 custom fields, 10 concurrent API calls and many basic features, such as marketing and transactional emails, SMS campaigns, email templates, dynamic content, surveys, custom reports, A/B testing, landing pages and a mobile app. Its variable Cost Per Messaging (CPM) starts at $1.25 per 1,000 messages.

Professional – The Professional tier includes all of the features of the Essentials tier, plus 20 journeys, 100 custom fields, up to 5 GB of relational table data storage, cross-channel journeys, data journeys, web tracking, cart abandonment, relational data, content feeds, SQL queries, send time optimization, conversion time optimization, product and revenue tracking, coupon management and live content. Pricing for this tier is available by quote only, but the variable CPM starts at $1 per 1,000 messages.

Enterprise – The Enterprise tier includes all of the features of the Professional tier, plus unlimited journeys, 150 custom fields, up to 10 GB of relational table data storage, journey maps, an acquisition builder, content recommendations, product recommendations, pivot table reporting, bulk messaging via FTP and brand management. Pricing for this tier is available by quote only, but the variable CPM starts at $0.80 per 1,000 messages.

Note that Maropost also offers add-on features, such as a dedicated IP address and a sandbox environment. Please contact the vendor directly for pricing on those features.

Shortcomings

Since it’s aimed at B2C clients, Maropost doesn’t offer B2B-specific features, such as lead scoring. And while the software’s intended for organizations of any size, clients that have very small email databases or don’t send a significant amount of emails per month may not find the platform to be a good fit for them.

Unlike most marketing platforms that release new features annually or biannually, Maropost deploys new features weekly, which may be overwhelming for some clients.

Finally, Maropost is very selective about the companies it works with, especially in relation to deliverability standards. It won’t work with companies that buy email lists because their soft and hard bounce rates will be high, and that doesn’t align with its way of doing business.

Screenshots

Maropost Screenshot 1
Maropost Screenshot 2
Maropost Screenshot 3

About

Founded in 2011 by CEO Ross Andrew-Paquette, Maropost started as an email platform and evolved to assist marketers in creating engaging campaigns across all channels. It aims to provide organizations with a simplified yet comprehensive marketing solution that can adapt as their business grows.

Maropost has received several recognitions, such as the No. 10 ranking in Canadian Business and Maclean’s annual Growth 500 (2019) and the No. 35 ranking in Deloitte’s Technology Fast 50™ (2018). It’s headquartered in Toronto and has two additional locations in India and Sweden.

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