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Vendor Landscape Plus: E-mail Marketing Services

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

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Vendor

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Product

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What matters more, the vendor score or the product score? As you weigh the importance, we will generate the vendor shortlist to match your needs.

View Vendor Shortlist

What is a shortlist?

A shortlist is a personalized list of vendors based on the criteria you define. Your shortlist offers more information about vendor's strengths, weaknesses, price-points, etc, and ranks them according to your needs.


Access this Vendor Shortlist by logging in with your Info-Tech Research Group membership or unlocking this content.

Champion

What is a Value Score?

The Value Score indexes each vendor’s product offering and business strength relative to their price point. It does not indicate vendor ranking.

Vendors that score high offer more bang for the buck (e.g. features, usability, stability, etc.) than the average vendor, while the inverse is true for those that score lower.

Price-conscious enterprises may wish to give the Value Score more consideration than those who are more focused on specific vendor/product attributes.

Contributors

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

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.

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