SAMPLE: Buyer’s Guide: Email Marketing Platforms (2007)
SAMPLE: Email Marketing Platforms: A Buyer’s Guide
E-consultancy
October 2007 Sample only, please download the full report from:
http://www.e-consultancy.com/publications/email-marketing-buyers-guide-2007
Copyright © E-consultancy.com ltd 2007 – not for distribution to nonsubscribers without written permission
Other E-consultancy reports:
Email Marketing Industry Census
http://www.e-consultancy.com/publications/email-marketing-census/
Email Marketing Request for Proposal Template File Email Marketing Business Case Template File
http://www.e-consultancy.com/publications/email-marketing-rfp-request-for-proposal/ http://www.e-consultancy.com/publications/email-marketing-business-case
Online Customer Service Solutions Buyer’s Guide
http://www.e-consultancy.com/publications/online-customer-service-solutions-buyers-guide2007/
Web Analytics Buyer’s Guide
http://www.e-consultancy.com/publications/web-analytics-buyers-guide/
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SAMPLE: Buyer’s Guide: Email Marketing Platforms (2007)
Table of Contents 1. Introduction 2. Executive Summary 3. The Market Error! Bookmark not defined. Error! Bookmark not defined. Error! Bookmark not defined.
1.1 About E-consultancy .................................................. Error! Bookmark not defined.
3.1 Market Definition and Focus of Report ..................... Error! Bookmark not defined. 3.2 Market Value and Growth ......................................... Error! Bookmark not defined. 3.2.1 Size of market compared to other online marketing channelsError! Bookmark not defined. 3.3 Market Trends ........................................................... Error! Bookmark not defined. 3.3.1 Marketplace competition drives innovation and strategic servicesError! Bookmark not defined. 3.3.2 Greater understanding of best practice in relevant, targeted communicationError! Bookmark no 3.3.3 Email becomes integral part of the broader marketing mixError! Bookmark not defined. 3.4 Return on Investment (ROI) ..................................... Error! Bookmark not defined. 3.5 Strengths, Weaknesses, Opportunities and Threats (SWOT)Error! Bookmark not defined.
4. Costs and Pricing Models
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4.1 Fully managed service ............................................... Error! Bookmark not defined. 4.2 ASP ............................................................................ Error! Bookmark not defined. 4.3 Off the shelf – in house ............................................. Error! Bookmark not defined.
5. Tips and Pitfalls: how to find the right ESP
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5.1 Introduction ............................................................... Error! Bookmark not defined. 5.2 What type of model is most suitable for your company?Error! Bookmark not defined. 5.3 What kind of ESP are you looking for? ..................... Error! Bookmark not defined. 5.4 Do you fully understand your own role and potential internal barriers to effective delivery? .......................................................................... Error! Bookmark not defined.
6. Market Positioning Charts
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7. Supplier Matrix 8. Supplier Marketplace and Profiles
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8.1 Acxiom - Company & Service Details ........................ Error! Bookmark not defined. 8.2 Adestra - Company & Service Details ....................... Error! Bookmark not defined. 8.3 Alterian - Company & Services Details ..................... Error! Bookmark not defined. 8.4 CheetahMail – Company & Service Details .............. Error! Bookmark not defined. 8.5 Communicator Corp - Company & Service Details ... Error! Bookmark not defined. 8.6 CommuniGator - Company & Service Details .......... Error! Bookmark not defined. 8.7 dotMailer - Company & Service Details .................... Error! Bookmark not defined. 8.8 eCircle - Company & Service Details ........................ Error! Bookmark not defined. 8.9 e-Dialog - Company & Service Details ...................... Error! Bookmark not defined. 8.10 Emailcenter - Company & Service Details .............. Error! Bookmark not defined. 8.11 Email Reaction - Company & Service Details .......... Error! Bookmark not defined.
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SAMPLE: Buyer’s Guide: Email Marketing Platforms (2007)
8.12 Emailvision - Company & Service Details ............... Error! Bookmark not defined. 8.13 Envoy Messenger - Company & Service Details ..... Error! Bookmark not defined. 8.14 Epsilon - Company & Service Details ...................... Error! Bookmark not defined. 8.15 ExactTarget - Company & Service Details ............... Error! Bookmark not defined. 8. 16 Frontwire - Company & Service Details ................. Error! Bookmark not defined. 8. 17 Lyris - Company & Service Details ......................... Error! Bookmark not defined. 8.18 Mediaplex - Company & Service Details ................. Error! Bookmark not defined. 8.19 Neolane – Company & Service Details .................... Error! Bookmark not defined. 8.20 Newsweaver - Company & Service Details ............. Error! Bookmark not defined. 8.21 Premiere Global Services - Company & Service DetailsError! Bookmark not defined. 8.22 Pure - Company & Services Details......................... Error! Bookmark not defined. 8.23 Responsys - Company & Service Details................. Error! Bookmark not defined. 8.24 Silverpop - Company & Service Details .................. Error! Bookmark not defined. 8.25 SpinnakerPro - Company & Services Details .......... Error! Bookmark not defined. 8.26 StrongMail - Company & Service Details................ Error! Bookmark not defined. 8.27 United MailSolutions Limited - Company & Services DetailsError! Bookmark not defined.
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SAMPLE: Buyer’s Guide: Email Marketing Platforms (2007)
1. Introduction
E-consultancy’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
E-consultancy 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 firsthand opinion. But we do believe - based on an intensive and careful selection process that the chosen vendors represent quality. Buyer’s Guides are updated on an annual basis, so the information contained within is recent and thus valid. Send any questions or comments to linus@e-consultancy.com. 1.1 About E-consultancy E-consultancy is an online publisher of best practice internet marketing reports, research and how-to guides. E-consultancy, named Publisher of the Year at the 2006 AOP Awards, also publishes buyer’s guides and has a directory of 100,000+ third party internet marketing white papers. Subscribers pay from £195 per year to access the exclusive and highly practical content. E-consultancy has more than 100 events lined up for 2007, including roundtables and monthly Supplier Showcases, where six suppliers pitch to an audience of pre-qualified buyers at a Central London venue. E-consultancy has 58,000 registered users and more than 145,000 unique user sessions per month (audited by ABC Electronic). It is popular among internet professionals because of its time-saving advice and insight. The company also provides a range of public and in-house training programs, such as seminars and workshops. If you would like to know more about our training options then please visit our website or contact Craig Hanna on +44 207 681 4078 or email him at Craig@e-consultancy.com. http://www.e-consultancy.com/about/
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SAMPLE: Buyer’s Guide: Email Marketing Platforms (2007)
2. Executive Summary
E-consultancy: the UK market for Email marketing platforms and services was worth £178m in 2006 and will grow by 24% to an estimated value of £221m by the end of 2007. This valuation reflects the total revenues of the email service providers operating within this market, including income from both email broadcast and strategic services. Trends within this market include: Marketplace competition drives innovation and strategic services. Greater understanding of best practice in relevant, targeted communication. Email becomes integral part of the broader marketing mix.
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SAMPLE: Buyer’s Guide: Email Marketing Platforms (2007)
3. The Market
3.1 Market Definition and Focus of Report This document, which is an updated version of our 2006 Email Marketing Buyer’s Guide, again assesses the UK marketplace for email services from the perspective of the buyer. Section 8 contains profiles of those companies offering email marketing platforms and email-related services. These companies are known as Email Service Providers or ESPs. These ESPs offer an array of services ranging from the 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 maturation and an increased appreciation, both within agencies and client-side, of the need to integrate email communication and messaging within broader business strategies. 3.2 Market Value and Growth E-consultancy: the UK market for Email marketing platforms and services was worth £178m in 2006 and will grow by 24% to an estimated value of £221m by the end of 2007. Our valuation reflects the total revenues of the email service providers operating within this market, including income from both email transmission and related services. The market remains bullish, despite the commoditisation of email delivery, for two main reasons.
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SAMPLE: Buyer’s Guide: Email Marketing Platforms (2007)
More notes on methodology: Our valuation figure reflects the total revenues of email service providers operating within this market. We made our calculations after conducting interviews with executives from ESPs, as well as an analysis of turnover figures where they are available. In reviewing financial information, it has sometimes been necessary to estimate UK revenue figures for individual companies, for example where a breakdown of income by country is not made public.
3.2.1 Size of market compared to other online marketing channels It is interesting to compare the size of this market compared to other online channels and sectors. For comparison, E-consultancy has previously made the following estimates: The UK market for Search Engine Marketing will be worth an estimated £2.22bn in 2007. Estimated spending on usability and accessibility by UK firms: £148m in 2006 and £178m in 2007. Projected commissions and fees paid out to UK affiliate networks: £133m in 2006. The predicted market for online advertising networks in the UK: £120m in 2006. Forecast UK spending on web analytics: £56m in 2006. Predicted UK revenue for shopping comparison sites: Between £120m and £140m in 2005.
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SAMPLE: Buyer’s Guide: Email Marketing Platforms (2007)
3.3 Market Trends 3.3.1 Marketplace competition drives innovation and strategic services One of the main trends in the email marketing sector of the last few years has been increasing competition, particularly as agencies involved in other areas of offline and online marketing look to enter the space and develop an ‘end-to-end’ portfolio for their clients. Email delivery has also become commoditised, putting pressure on Email Service Providers (ESPs) to show that their technology is innovative and has differentiating features and functionality.
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3.3.3 Email becomes integral part of the broader marketing mix As email marketing techniques have matured and marketers have been able to justify greater investments, agencies and brands have started to give email a higher place within their overall marketing strategies. Email, for many companies (although not all), is no longer just seen as a secondary marketing tool or adjunct to direct mail campaigns, but as an integral part of the marketing mix.
3.4 Return on Investment (ROI)
Effective email marketing can offer businesses a range of advantages ranging from highly tangible revenue increases to softer benefits such as improved brand perceptions. An email marketing strategy based on best practice can help you …
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SAMPLE: Buyer’s Guide: Email Marketing Platforms (2007)
3.5 Strengths, Weaknesses, Opportunities and Threats (SWOT)
This section contains a ‘SWOT’ analysis for Email Marketing sector. It also serves as a summary of some of the points made above. 3.5.1 Strengths The market is maturing: email marketing is building a track record of success and is being taken much more seriously within organisations as a strategic tool and not just a tactical tool. Email is a cost effective and speedy way of delivering marketing and transactional messages. o The measurability of the medium means that return on investment can be demonstrated in tangible terms. o Organisations are increasingly recognising the ROI potential of email marketing (compared to other channels) and how it is an essential and valuable part of the wider marketing mix.
Voice of the Expert
“One of the most significant trends in email marketing at present is that marketers are becoming more sophisticated. Not just in terms of campaigns and tactical implementation, but in terms of outlook and strategy. Email has matured, becoming a more established and accepted medium in companies. It has proven its worth – and continues to do so on an ongoing basis - therefore new budgets are being found to resource it.” Rob Amos, Adestra. “Email’s strengths are its ease of use, cost effectiveness and measurability.” Denise Cox, Newsweaver.
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SAMPLE: Buyer’s Guide: Email Marketing Platforms (2007)
5. Tips and Pitfalls: how to find the right ESP
5.1 Introduction In order to identify the right ESP, it is important to understand that different companies have different areas of focus. While some will offer you an excellent deal for delivering large volumes of email, others will have expertise in a certain area such as behavioural response marketing or newsletters (or both). So, in order to get the right fit with your own organisation, the first step is to identify exactly what services, solutions and expertise you need. The detailed company profiles and market positioning charts contained in this guide will help you to find the right match. This section contains some key considerations to keep in mind and some pitfalls to avoid. Our Email Marketing Request for Proposal Template File can also help you during your procurement process. 5.2 What type of model is most suitable for your company? One of the first steps as a buyer is to establish what type of model is most appropriate for your budget and the needs of your company.
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SAMPLE: Buyer’s Guide: Email Marketing Platforms (2007)
6. Market Positioning Charts
6.1 Explanation for Chart 1 – Company Focus
Full service & support for whole client email program
Where we are going
Where we are now
Focus on particular aspect of email, (e.g. technology or newsletters)
Focus only on email product/services
Offer range of products/services, including email
The vertical axis charts to what degree the email service provider sees itself as providing a fully managed service to take care of all a client’s email requirements as opposed to offering a specific email service in one particular area, for example newsletters. The horizontal axis charts to what extent the ESP offers an email platform and services as part of a wider portfolio of services.
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SAMPLE: Buyer’s Guide: Email Marketing Platforms (2007)
6.2 Explanation for Chart 2 – Type of Solution
Tailored solution to incorporate bespoke functionality
Where we are going
Where we are now
Off-the-shelf and ready to go
Text and html email provision
Ability to offer dynamic email solution
The vertical axis charts to what degree the ESP offers a ‘plug and play’ solution as opposed to solutions which are typically tailored to incorporate functionality which is tailored to meet the specific needs of clients. The horizontal axis charts to what extent the supplier has the ability to offer a dynamic email solution.
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SAMPLE: Buyer’s Guide: Email Marketing Platforms (2007)
7. Supplier Matrix
An at-a-glance overview of who’s doing what …
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8. Supplier Marketplace and Profiles
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