Overview of the Enterprise Email Service Provider Landscape

Overview of the Enterprise Email Service Provider Landscape

The Enterprise Email Service Provider (ESP) landscape continues to evolve, and the competition is as fierce as ever. Instead of going into the strengths and weaknesses of individual providers (there are a number of buyers' guides that regularly address this in depth), a general overview of the strengths and weaknesses of the different types of ESPs in the Enterprise ESP landscape may better provide context for those considering their platform options. In general, the current landscape can be classified as follows: Traditional Self-Service Enterprise ESPs These established Email Service Providers now form the foundation of various "Marketing Clouds" – IBM Marketing Cloud (Silverpop), Oracle Marketing Cloud (Responsys, Eloqua), Salesforce Marketing Cloud (ExactTarget, Pardot), and Adobe Marketing Cloud (Neolane). Strengths: These platforms have the broadest product offerings, including tools to coordinate marketing campaigns across digital channels. They have the most sophisticated training programs, and substantial financial and human resources to continue expanding their solution set. Drawbacks: Their long track record of success means they serve a...
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Deep Thoughts in Email Marketing — July 2016 Edition

Deep Thoughts in Email Marketing — July 2016 Edition

July is about apple pie, parades, fireworks and of course … deep thoughts on email marketing. 1. Lifetime value is often talked about, but what about lifetime lost value? 2. What would it take to have a former spammer (now turned good) run your email program? 3. How does a funeral home approach lifecycle emails? 4. If you had a button that could make an email show that it was sent yesterday or any previous day, would that be used in your program? 5. With all this talk about machine learning, what do you think an email marketer will look like in 10 years? 6. Do you think someone is trying to develop an email that smells? Imagine if you got an email from Betty Crocker that smelled like fresh baked cookies. What would be the CTR on that?...
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