If you follow email industry news, you've most likely recently seen stories about deliverability services provider Validity buying up two deliverability software vendors: Return Path and 250ok.
It's natural to wonder what these and other acquisitions in the email space might mean for your own efforts to improve deliverability, or for the industry as a whole. Here's our take:
Validity's two acquisitions mean that the industry's top three stand-alone deliverability services are now part of other organizations, beginning when Validity bought Return Path in May 2019 and when email services provider SparkPost bought eDataSource in October 2019.
These consolidations will likely bring fewer service options to companies working on their own with a single company. However, they won't affect Trendline's ability to pinpoint and help you solve nagging issues like delivering emails into the inbox.
What is Email Deliverability?
Service over software
These consolidations, and even the potential loss of one or more of these services, won't affect our ability to provide deliverability services because we...
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...