Report: Forrester lists top email marketing platforms

Latest report reveals research firm’s top 13 email marketing service providers

The 13 most significant email marketing providers have been identified by the Forrester Wave: Email Marketing Service Providers Q2 2020 report.

The latest report nominates Acoustic, Adobe, Bluecore, Braze, Cheetah Digital, Cordial, Dotdigital, Epsilon, Exponea, Iterable, Oracle, Salesforce and Zeta Global as significant using a 23-criterion evaluation to score them for their B2C marketing offering. 

Looking closer at the platforms and how they rated, the report put Zeta Global, Epsilon, Oracle and Cheetah Digital as leaders of the pack, while Salesforce, Dotdigital, Cordial, Acoustic, Adobe and Iterable are strong performers and Braze, Bluecore and Exponea are still found to be contenders. 

The report identified three key criteria - data integration, artificial intelligence (AI) and professional services - which differentiate the email marketing solutions. Summing up the relevance of the three email marketing planks, the report said that marketers care about “how immediately they can segment off of myriad data types, if AI helps optimise processes, not just creative, and if the vendor provides a level of professional services that suits their needs”.

According to Forrester, the stakes around selecting a vendor partner are higher now than in years past. Email marketing providers have upped their game, meaning marketers have an improved selection of providers to choose between and useful tools on offer. It has a number of topline insights on the state of email marketing providers.

The report found new players, such as Bluecore, Braze, Cordial, Exponea and Iterable (all born after 2011) challenges incumbents’ data management speed and scale. While being created in a European location has given Dotdigital and Exponea some of the best practices for multi-language, multi-currency support. 

Overall, there is more to choose between when considering an email marketing platform and this gives marketers the ability to shop for specific products, services and pricing models. For instance, Acoustic offers licenses based on volume of customer records or messages. Bluecore works on a pay-for-performance basis and Epsilon offers all-in pricing, including technology, data and services.

Forrester said large marketing platforms and smaller providers alike will have specific solutions as well as all-purpose functionality. Looking at the providers and their tools in more details, the report found Zeta Global provides vertical-specific customer data and models, while Cheetah Digital’s cheetah experiences includes a library of widgets to collect zero-party data.

Dotdigital’s commerce intelligence integrates retail and customer dashboards and Bluecore dynamically personalises retail email content, offers and layout based on user behavior and business and environmental context. Cordial offers self-service data transformations so that marketers can use non-marketing data, like inventory or supply chain status, to personalise emails.

When it comes to professional service models, the report noted how the different platforms can accommodate different customer types. It said vendors in this market go back and forth on how much to emphasise operational, strategy and creative services as they manage their margins and for-market demand.

Looking at the group of 13, Cheetah Digital, Epsilon, Oracle and Zeta Global can function as full-service email agencies, even though they also offer standalone technology. Adobe and Dotdigital are classed as tech-first options that have capable services if needed, while all of the other platforms have limited agency services and offer templates, tutorials, workflow or partner access instead.

Email marketing has always been your most vital tool for driving sales and retention, and now in the current health and economic crisis, it is playing its most essential role yet: communicating sanitation protocols; location-specific, real-time responses to changing legislative guidance; and new products or efforts to meet urgent needs,” the report said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: The Star's George Hughes

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

More Videos

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

Read more

Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

Parkinson's NSW creates a lorem ipsum generator and goes digital to mark Parkinson's Awareness month

Read more

We would like to invite you to the Virtual Exhibition about IoT Trends in 2020, 7 - 9 July, organised by Must.We developed a new B2B matc...

hayfa

Want to master digital transformation? Stop thinking about your own problems

Read more

Blog Posts

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Younger demos thought lost are now found: But what about the missing money?

There is much talk about what VOZ will bring to the media industry. New ways to slice and dice audiences and segments. A clearer understanding of screen consumption. Even new ways to plan and buy. The most interesting result could be finding something many thought we lost - younger viewers, specifically the valuable 18-39s.

Michael Stanford

Head of 10 Imagine and national creative director, Network 10

Sign in