The Relevancy Ring - ESP Buyer's Guide 2019, 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.

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

    About: Published on 4/24/19, The Relevancy Group analyzes nine enterprise ESPs and documents market trends and mandates on vendor selection. This comprehensive buyer's guide features executive data of 406 email marketing executives and details on nine ESP vendors, including Adobe Campaign, Bluecore, Cheetah Digital, iPost, MessageGears, Sailthru, Salesforce Marketing Cloud, Selligent 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 21 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 2019?

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

    Report Excerpt:
    Not All ESPs Operate the Same Way, Introducing Stream Based ESPs
    In 2019, ESPs can be further classified not just by the features they offer, but in the way they integrate with data and deliver the solution. While many of the vendors in this research and in the ESP sector can ingest real-time data, there is a new collection of vendors that are built on cloud solutions including Amazon SE/AWS, Microsoft Azure and Google Cloud, that leverage new data management solutions including Snowflake, Hadoop, Netezza and others. But the most significant change is that this class of ESPs operate off live stream data. Stream data is continuously generated by real-time behavioral signals and processed incrementally to create individualized experiences. Like traditional ESPs, these modern stream-based ESPs can execute in everychannel. But unlike their tenured peers, most of these new providers ensure that the marketer doesn’t have to synchronize and move their data from internal CRM systems. Instead data is captured in a real-time stream leveraging customer signals, then rules, goals, as well as marketer feedback define and deliver email marketing campaigns. Stream-based ESPs include but are not limited to vendors such as Bluecore, Braze, iPost, MessageGears, Sailthru, and Zeta Global. The vendor profiles in Section III of this report dig into this concept in greater detail by vendor.

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