The Forrester Wave: Report Email Marketing Service Providers Q4 2007
Responsys And e-Dialog Lead, With Epsilon And Yesmail Close Behind
by Julie M. Katz
with Shar VanBoskirk, Christine Spivey Overby, Emily Bowen, Sarah Glass
The email market is a mature one. Vendors provide similar technologies, and all want to establish email as the pillar of a multichannel marketing program. Forrester evaluated eight leading email marketing service providers across 64 criteria and identified Responsys and e-Dialog as standouts, thanks to their solid platforms, easy-to-use features, and focus on marketer needs. Long-time Leader Epsilon and recently overhauled Yesmail round out the Leader category. Strong Performers Acxiom Digital, Experian CheetahMail, and Harte-Hanks have easy-to-use tools but lack Leader-level functionality. Datran Media, the study's lone Contender, presents a different model and vision than the others in the evaluation but needs a feature and platform upgrade.
TABLE OF CONTENTS
Marketers Demand Email Excellence
- Market Maturity Renders Email Vendor Selection Challenging
Email Marketing Service Provider Evaluation Overview
A Deep Focus On Marketing Strategy Breeds Email Success
Vendor Profiles
- Leaders
- Strong Performers
- Contenders
Supplemental Material
NOTES & RESOURCES
Forrester conducted in-depth evaluations in Q4 2007 of eight email marketing service providers: Acxiom Digital, Datran Media, e-Dialog, Epsilon, Experian CheetahMail, Harte-Hanks, Responsys, and Yesmail. The services evaluation included vendor surveys and executive interviews. We also surveyed 128 vendor-supplied references online and interviewed more than 32 customers by phone.
