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There is a newer version of this report available: Email Marketing Platforms Buyer's Guide 2015



Author: Aliya Zaidi, Econsultancy

Pages: 234 pages

Structure: Market trends and issues, 20 supplier profiles 

About this guide

This buyer's guide is aimed at those who are investigating the market for email marketing platforms, with profiles of 20 leading suppliers. The 234-page guide, which has a UK focus, provides details on the issues and trends affecting this sector, as well as information about best practice and tips for choosing a suitable supplier.


Like all our buyer's guides, the report starts with a market valuation and a look at trends in the marketplace, as well as an assessment of this sector's strengths, weaknesses, opportunities and threats.

Trends in this sector include: 

  • Email continues to flourish as the inbox evolves;
  • Cross-channel marketing bolsters further growth in email
  • Location-based marketing provides quick wins for email 
  • Multiple devices impact on email design 
  • Demand for quality content and greater relevance

Table of contents

  1. Introduction
    1. About Econsultancy
  2. Executive Summary
  3. The Market
    1. Market Value and Growth
      1. Market consolidation
      2. Size of market compared to other online marketing channels
    2. Market Trends
      1. Email marketing continues to flourish as the inbox evolves
      2. Cross-channel marketing bolsters further growth in email
      3. Location-based marketing provides quick wins for email 
      4. Multiple devices impact on email design 
      5. Demand for quality content and greater relevance
    3. Return on Investment – benefits of best-practice email marketing
  4. Strengths, Weaknesses, Opportunities and Threats (SWOT)
    1. Strengths
    2. Weaknesses
    3. Opportunities
    4. Threats
  5. Costs and Pricing Models
    1. Fully managed service
    2. SaaS / ASP
    3. Off the shelf – in house
  6. Tips and Pitfalls: how to find the right ESP
    1. Introduction
    2. What type of model is most suitable for your company?
    3. What kind of ESP are you looking for?
    4. Do you fully understand your own role and potential internal barriers to effective delivery?
    5. What are some of the criteria for selecting an ESP?
  7. Market Positioning Charts
    1. Explanation for Chart 1 – Company Focus
    2. Explanation for Chart 2 – Type of Solution
  8. Supplier Positioning Summary
    1. Company focus
    2. Type of solution
  9. Supplier Matrix
  10. Supplier Marketplace and Profiles
    1. Adestra
    2. Alterian
    3. Communicator Corp
    4. dotMailer
    5. eCircle
    6. e-Dialog
    7. Emailcenter
    8. Emailvision
    9. Emarsys
    10. ExactTarget
    11. Experian CheetahMail
    12. Lateral Group
    13. MailPerformance
    14. Neolane
    15. Newsweaver
    16. Pure360
    17. RedEye
    18. Responsys
    19. Silverpop
    20. StrongMail

The report contains profiles of the following vendors: 

Adestra, Alterian, Communicator Corp, dotMailer, eCircle, e-Dialog, Emailcenter, Emailvision, emarsys, ExactTarget, Experian Cheetahmail, Lateral Group, MailPerformance UK, Neolane, Newsweaver, Pure360, RedEye, Responsys, Silverpop, Strongmail. .

Who is this guide for?

It is primarily aimed at organisations who are looking for an email service provider or reviewing their existing capability. It is also relevant for others, including vendors and analysts, who want to research this market.

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Email Marketing Platforms Buyer's Guide (654 KB PDF)
  • Pdf Disabled Email Marketing Platforms Buyer's Guide (3.15 MB PDF)

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