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Email Marketing Platforms Buyer's Guide

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Email Marketing Platforms Buyer's Guide Market Data / Supplier Selection / Event Presentations / Best Practice / Template Files / Trends & Innovation Email Marketing Platforms Buyer's Guide October 2010 Email Marketing Platforms Buyer's Guide October 2010 Published October 2010 Econsultancy Econsultancy New York 4th Floor, The Corner 41 East 11th St., 11th Floor 91-93 Farringdon Road New York, NY 10003 London EC1M 3LN United States All rights reserved. No part of this publication may be United Kingdom reproduced or transmitted in any form or by any means, Telephone: electronic or mechanical, including photocopy, recording +1 212 699 3626 or any information storage and retrieval system, without http://econsultancy.com prior permission in writing from the publisher. [email protected] Copyright © Econsultancy.com Ltd 2010 Telephone: +44 (0) 20 72691450 Contents 1. Introduction ..................................................................... 1 1.1. About Econsultancy .................................................................... 2 2. Executive Summary ......................................................... 3 3. The Market ....................................................................... 4 3.1. Market value and growth ............................................................ 4 3.1.1. Market consolidation ............................................................... 5 3.1.2. Size of market compared to other online marketing channels ................................................................................... 6 3.2. Market trends .............................................................................. 8 3.2.1. Email becomes more strategic as market matures ................. 8 3.2.2. Social media provide fresh opportunities for growth ........... 10 3.2.3. Integration of multichannel data holds key to personalisation ....................................................................... 12 3.2.4. Increased demand for training and education ...................... 13 3.2.5. More relevance and engagement essential for reducing inbox clutter ........................................................................... 13 3.3. Return on Investment – benefits of best-practice email marketing.................................................................................... 16 4. Strengths, Weaknesses, Opportunities and Threats (SWOT) ........................................................................... 17 4.1.1. Strengths ................................................................................ 17 4.1.2. Weaknesses ............................................................................ 18 4.1.3. Opportunities ......................................................................... 20 4.1.4. Threats ................................................................................... 23 5. Costs and Pricing Models .............................................. 24 5.1. Fully managed service ............................................................... 26 5.2. ASP ............................................................................................. 26 5.3. Off the shelf – in house ............................................................. 26 6. Tips and Pitfalls: how to find the right ESP .................. 27 6.1. Introduction .............................................................................. 27 6.2. What type of model is most suitable for your company? ......... 27 6.3. What kind of ESP are you looking for? ..................................... 29 6.4. Do you fully understand your own role and potential Email Marketing Platforms Buyer's Guide October 2010 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010 internal barriers to effective delivery? ....................................... 31 6.5. What are some of the criteria for selecting an ESP? ................ 32 7. Market Positioning Charts ............................................. 34 7.1. Explanation for Chart 1 – Company Focus .............................. 34 7.2. Explanation for Chart 2 – Type of Solution ............................. 35 8. Supplier Positioning Summary ..................................... 36 8.1. Company Focus ......................................................................... 36 8.2. Type of solution ......................................................................... 37 9. Supplier Matrix .............................................................. 38 10. Supplier Marketplace and Profiles ................................ 39 10.1. Adestra ....................................................................................... 39 10.2. Communicator Corp .................................................................. 46 10.3. dbg ............................................................................................. 55 10.4. dotMailer ................................................................................... 62 10.5. eCircle ......................................................................................... 71 10.6. e-Dialog ...................................................................................... 79 10.7. Emailcenter ............................................................................... 85 10.8. Emailvision ................................................................................. 91 10.9. emarsys ...................................................................................... 96 10.10. Epsilon ..................................................................................... 105 10.11. ExactTarget ............................................................................... 112 10.12. Experian CheetahMail .............................................................. 122 10.13. Lyris .......................................................................................... 131 10.14. MailPerformance ...................................................................... 137 10.15. Neolane ..................................................................................... 145 10.16. Newsweaver .............................................................................. 151 10.17. Profusion .................................................................................. 157 10.18. Pure360 ....................................................................................164 10.19. RedEye ...................................................................................... 174 10.20. Responsys ................................................................................. 181 10.21. Shift Click ................................................................................. 187 10.22. Silverpop ................................................................................... 195 10.23. SmartFOCUS ........................................................................... 205 10.24. SpinnakerPro ............................................................................ 212 10.25. StrongMail ................................................................................ 219 Email Marketing Platforms Buyer's Guide October 2010 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010 1. Introduction This guide assesses the UK marketplace for email services from the perspective of the buyer. Section 10 contains profiles of 25 companies offering email marketing platforms and email- related services. Known as email service providers or ESPs, these companies offer an array of services ranging from basic broadcast of email to services such as campaign planning, optimisation and integration with web analytics data. The increasing number of ESPs offering value-added services is a result of industry maturity and an increased appreciation, both within agencies and client-side, of the need to integrate email communication and messaging with broader business strategies. Econsultancy buyer’s guides Econsultancy‟s buyer‟s guides are the ideal starting place for anybody researching new suppliers in interactive market sectors. They contain in-depth vendor profiles; to help you quickly evaluate suppliers and service providers, as well as market analysis to help you put things into perspective. Vendors are selected for the report based on a combination of factors, not limited to but including: Analysis of capabilities (services / products) Clients Experience (qualifications / trade bodies / case studies / client lists) Expertise (by sector / topic) UK status (a UK office is preferred, occasional exceptions are made) Ability to take on and fulfil new projects Recommendations from trusted sources (or anecdotal evidence to the contrary) Google visibility Business model (a high % of turnover should be related to these services) Company website Econsultancy does not explicitly recommend any of the suppliers featured in these guides, principally because it is impossible for us to work with all of them to form a first-hand opinion. But we do believe - based on an intensive and careful selection process - that the chosen vendors represent
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