The industry is shifting toward a future of greater digital revenue, digital engagement, digital audience development tactics, and a faster-paced, interactive marketing approach. Finding an audience and helping an audience find you becomes crucial, as does retaining and growing those audiences with savvy management of reader data. Those tasks are achieved differently from in the past, and increasingly with marketing automation tools.
With today's empowered and social-savvy buyers, the one-size-fits-all newsletters that marketers have employed for years are no longer very effective. Customer and prospect expectations are higher than ever, and this means that readers expect tailored, relevant messages delivered at the right time
Sixty-nine criteria were used to gauge the E-Mail Service Providers (ESPs), divided into three buckets: current offering, strategy and market presence. Forrester said the 15 ESPs were selected from a potential group of 40, using firms with at least $10 million in global billings and those that send 200 million-plus emails a month, among other benchmarks.
E-mail offers a way to deliver fresh content online, while driving traffic to related Web sites, maintaining customer loyalty and cross-promoting brands. In addition to serving as a marketing tool, it has the dual ability to stand on its own as a revenue-generating product in the form of an e-newsletter.