New Research Benchmarks Best Practices in Email Marketing Personalization, Ranks Top Solution Providers

Share Article

ExactTarget, Constant Contact, Campaigner, Silverpop, AWeber, Acxiom and Responsys Take Top Honors across Four Key Dimensions of Assessment

News Image
Despite now having many years of experience with email under their belts, the majority of marketers are still stuck on the basics.

Gleanster today announced the publication of a new Gleansight benchmark report, on Email Marketing Personalization. Drawing from the experiences of more than 300 companies, the report offers a comprehensive look at how Top Performers are harnessing the power of one-to-one targeting, event-based triggers and other capabilities to improve the performance of their email marketing campaigns.

“Despite now having many years of experience with email under their belts, the majority of marketers are still stuck on the basics,” said Lynn Russo Whylly, research analyst at Gleanster who previously served as executive editor of publications for Peppers and Rogers Group, where she managed 1to1 Magazine. “They have yet to master the more sophisticated personalization techniques that have emerged in recent years.”

The benchmark report, which can be downloaded for free, is 25 pages and consists of seven sections: Topic Overview, Reasons to Implement, Value Drivers, Challenges, Performance Metrics, Success Stories and the Vendor Landscape. The latter section includes company descriptions and analyst commentaries for 45 solution providers. It also includes comparative rankings across four key dimensions of evaluation: Ease of Deployment, Ease of Use, Features and Functionality, and Overall Value.

As with all Gleanster research, vendor rankings are determined by the experiences of industry practitioners and not by analyst assessment or opinion. The solution providers that received the highest scores for Ease of Deployment are: Constant Contact, Exact Target and Campaigner, followed by BlueHornet, AWeber, VerticalResponse, iContact, StrongMail and e-Dialog. The solution providers that received the highest scores for Ease of Use are: Silverpop, Constant Contact and AWeber, followed by ExactTarget, VerticalResponse, BlueHornet, ClickSquared, Yesmail and StrongMail. The solution providers that received the highest scores for Features and Functionality are: Acxiom, ExactTarget and Responsys, followed by CheetahMail (Experian), Constant Contact, StrongMail, Lyris, Alterian and Epsilon. Finally, the solution providers that received the highest scores for Overall Value are: ExactTarget, Responsys and Constant Contact, followed by Yesmail, VerticalResponse, e-Dialog, StormPost, Strongmail and WhatCounts.

The full report can be downloaded here.

Other new Gleansight benchmark reports include Integrated Customer Relationship Management and B2B Precision Marketing.

About Gleanster
Gleanster is a market research and advisory firm that benchmarks best practices in technology-enabled business initiatives. Gleanster generates actionable insights that allow companies to make smart business decisions and match their needs with vendor solutions. The research, which draws from the experiences of thousands of industry practitioners, is predicated on five guiding principles: specificity, objectivity, brevity, clarity and openness. Gleanster ascertains how Top Performers achieve their desired business objectives — and how Everyone Else can, too. For more information, please visit http://www.gleanster.com.

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Sarah Tebbe