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...