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The five types of emailservice providers everyenterprise companyshould know aboutshiftparadigm.comAn overview of the different typesof ESPs in the Enterprise ESPlandscape
TABLE OFCONTENTS04.Introduction05.Traditional Self-Service Enterprise ESPs06.Traditional Full-Service Enterprise ESPs07.2nd-Generation ESPs07.Expat ESPs08.Developer-Focused ESPs09.Conclusion
“Remember, determining if your overall philosophylines up with the vision of your potential platformproviders is more important that simply shoppingfor specific features and functionality.”Morgan StewartCEOThe five types of email service providers every enterprise company should know about 3
What is an ESP?An ESP is a company that helps you sendemail marketing messages by offering an emailmarketing platform or email tool.Many companies offer the software as selfservice. This means businesses can create andsend the emails without help.IntroductionThe Enterprise Email Service Provider (ESP) landscape continues to evolve. Insteadof going into the strengths and weaknesses of individual providers (enough buyers’guides address this in depth), this white paper presents a general overview andassessment of the different types of ESPs in the landscape. We believe this providesbetter context for those considering their platform options.In general, the current landscape can be classified into the following five categories: Traditional Self-Service ESPs Expat ESPs Traditional Full-Service ESPs Developer Focused ESPs 2nd Generation ESPsThe five types of email service providers every enterprise company should know about 4
Traditional Self-Service Enterprise ESPsThese established ESPs now form the foundations of various “Marketing Clouds”—IBM MarketingCloud (Silverpop), Oracle Marketing Cloud (Responsys, Eloqua), Salesforce Marketing Cloud(ExactTarget, Pardot), and Adobe Marketing Cloud (Neolane).StrengthsDrawbacksThese platforms have the broadest productofferings, including tools to coordinate marketingcampaigns across digital channels.Their long track record of success means theyserve many masters. Thus, they offer a varietyof methods for accomplishing any task. Thismakes it difficult to determine the “best route.”Professional service teams are often stretchedthin, so getting their attention or any “specialtreatment” can also be a challenge.They also have the most sophisticated trainingprograms, and substantial financial andhuman resources to continue expanding theirsolution set.(Fortunately for us, they play nice with partneragencies like Shift Paradigm that help navigatethese complex systems.)The five types of email service providers every enterprise company should know about 5
Traditional Full-Service Enterprise ESPsCompanies like Acxiom, Experian Cheetahmail, Epsilon, and Yesmail that have beenaround for years with strong legacies of running Enterprise programs.StrengthsDrawbacksThese companies have strong solutionsets with highly attentive customerservice teams.Complex programs mainly dependon leveraging their premium-pricedprofessional services.These platforms specialize in runninghighly sophisticated email marketingprograms and can turn out an amazingend-product.Be prepared to pay (and sometimeswait), even when your requests seemrelatively straightforward. Moreover,if you are unfortunate and get the “B”service team, you could be screwed.The five types of email service providers every enterprise company should know about 6
2nd-Generation ESPsA group of relatively young companies––including Cordial, Maropost, and Sailthru––give the traditional ESPs trouble by taking note of how they operate and reimagininghow to make improvements.StrengthsDrawbacksSince they don’t need to concernthemselves with legacy clients ormanaging backward compatibility, thesecompanies have the ability to developand roll out new tools built on the latestcloud technologies––including somehighly-compelling features.Some of these companies don’t offerthe same breadth of solutions as thetraditional ESPs and don’t have the sameresources for things like training. Expecthigh touch, yet less polished service.Expat ESPsA number of non-US companies, such as Adestra, DotMailer, and Emarsys, openedUS offices after the consolidation of the traditional enterprise ESPs.StrengthsDrawbacksThese platforms have proven themselves,and experienced users can generally befound in the marketplace.The drawback for these is that the USmarket has not proven its support.Moreover, these companies don’t havethe same deep pockets as traditionalEnterprise ESPs, which means theirsolutions and development roadmapstend to be narrower. Therefore,be sure to ensure their long-termdevelopment plans.These companies have compellingsolution sets targeted to specific verticalor global markets where their solutionsmeet specific needs well.The five types of email service providers every enterprise company should know about 7
Developer-Focused ESPsFor companies looking to execute emails primarily triggered from their own platforms(e.g., app companies or high tech companies with lots of development resources),companies like Mailgun and Sendgrid provide platforms that are primarily accessedthrough APIs.StrengthsThese companies compete primarily on cost. Their solutions are substantially lessexpensive than other platforms suitable for Enterprise email programs.DrawbacksMarketers will need development resources any time they need help.This is frustrating, especially when marketers only need simple creative changes orreporting. This, in turn, makes things like testing and optimization difficult.In short, having dedicated IT support effectively moves an email program forward. Werecommend organizations balance lost-opportunity costs with potential cost savingswhen pursuing this route.
ConclusionFind the platform for your organization.We see competition between service providers as a good thing.Competition forces everyone to improve. Start evaluations by identifyingthe type of platform company most likely to serve your needs in thelong-term.Remember to prioritize ensuring your overall philosophy lines up with thevision of the potential platform providers. This benefits your companymore than shopping for specific features and functionality.The five types of email service providers every enterprise company should know about 9
ABOUTSHIFT PARADIGMShift Paradigm is an end-to-end shift in theway organizations align around growth. Afterpioneering the email marketing and marketingautomation movements by helping thousands oforganizations implement marketing technologyplatforms, we know that technology alone can’tget your business growing. Usually, it takes aparadigm shift in the way we work.We’re built specifically to solve the invisibleproblems that hurt revenue performance and helporganizations align from top-to-bottom aroundgrowth. By breaking down the typical siloes oftechnology and strategy, we collaborate withclients to increase revenues, align teams, andengage your best customers. As a result, we’reshifting the traditional paradigms of sales andmarketing, for the better. For more information,visit us at shiftparadigm.com or email us atgo@shiftparadigm.com.
The five types of email service providers every enterprise company should know about 5 Traditional Self-Service Enterprise ESPs These established ESPs now form the foundations of various "Marketing Clouds"—IBM Marketing Cloud (Silverpop), Oracle Marketing Cloud (Responsys, Eloqua), Salesforce Marketing Cloud
