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Vendor Landscape Plus: E-mail Marketing Services

Give Marketing the help it needs without getting dragged into the IT weeds.

  • Organizations sending bulk e-mails to customers or constituents risk the status of their own domain by not rigidly adhering to ISP bulk e-mail rules.
  • Performing e-mail marketing services, such as list management, content and asset management, client-side testing, and analytics in-house can be expensive for SMBs.
  • Extending e-mail campaigns to the dozens of popular social media sites is an emerging opportunity in e-mail marketing. However most organizations have not even addressed business use of social media, let alone how to define social media requirements for e-mail marketing.

Our Advice

Critical Insight

  • IT should work with Marketing to ensure that the right size product is purchased for the business needs.
  • Focus on selecting a vendor that will work with your current CRM/LMA solutions or select one with these capabilities.
  • IT should focus on supporting the data integration of the marketing solution and leave the implementation to Marketing.

Impact and Result

  • E-mail is low cost and can have a high ROI when the right product is selected.
  • E-mail marketing does not work alone; make sure you can integrate it into both social media campaigns and CRM.
  • This is Marketing's domain – choose a solution that works for them and minimizes the impact on IT.

Vendor Landscape Plus: E-mail Marketing Services Research & Tools

1. Understand and evaluate e-mail marketing solutions

Find the e-mail solution that best fits your needs.

2. Identify leading vendors

Develop a custom shortlist of the most appropriate e-mail marketing solution providers.

3. Issue an RFP

Solicit responses from the vendors on the most appropriate solutions, and schedule demonstrations.

Vendor Landscape Plus: E-mail Marketing Services preview picture

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George Goodall

Timothy Hickernell

Christopher Wynder

Arjun Mohan


  • John Caldwell
  • Devon Kerr, IT Director, Peckar and Abramson
  • Email Experience Council
  • Jay Lambert Consulting
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