The Relevancy Ring - ESP Buyer's Guide 2018, Enterprise Edition

Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.

  • Sponsored by The Relevancy Group

    Written by David Daniels and Nicholas Einstein Email Marketing, Executive Survey, Vendor Selection, ESP - Everychannel/Email Service Provider

    About: Published on 3/16/18, The Relevancy Group analyzes six enterprise ESPs and documents market trends and mandates on vendor selection. This comprehensive buyer's guide features executive data of 401 email marketing executives and details on six ESP vendors, including Adobe Campaign, Cheetah Digital, Epsilon Agility Harmony, MessageGears, Salesforce Marketing Cloud and Zeta Global. The report looks at what is most important to marketers in the selection process and review this data by industry and enterprise size.  An excerpt of the research is featured in issue 17 of The Marketer Quarterly.

    Key Questions:

     - What are the top influences to marketing technology selection?

     - How has the ESP vendor landscape and functionality changed over the last few years?

     - What is the utilization of marketing services?

     - What are email marketers top then challenges and priorities for 2018?

     - What are the top ten most important ESP features and how does that correlate with the top vendor selection?

    Report Excerpt:
    Progressive Profiling and Real-Time Segmentation Is an Important New Reality for Marketers
    Progressive profiling had related to capturing customer preferences over time. Now in the age of site tags to capture customer signals and apply AI/machine learning, it is possible to target and segment customers at the individual level in real-time. This is different than historical CRM and RFM (recency, frequency, monetary) segmentation. While this is still necessary and the approach that most marketers take, many marketers and ESPs are moving to an approach that utilizes real-time data and automations to deliver highly relevant individualized experience. This is now possible and many of the ESPs evaluated in this report have orchestrated their products to ensure that marketers utilize this new approach to personalization. ESPs including Adobe, Epsilon Agility Harmony and Zeta Global led their demos with this approach.

    The Research: 38 pages, 21 graphics, 12,088 words. Part of our Research Subscriber Series, Subscribe and Save

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