E-mail Service Providers Could Experience Significant Churn in the Next 12 Months, Reports JupterResearch
Friday, 03 November 2006
JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, has found that 32 percent of marketers that use e-mail service providers (ESPs) may switch vendors in the next 12 months if they find the same capabilities for a similar or reduced price.
In a new vendor evaluation report, "E-mail Marketing Buyer's Guide, 2006," JupiterResearch assessed the offerings of 28 ESP vendors and the needs of marketers. JupiterResearch based ESPs on their overall value, suitability, and breadth of addressing the distinct needs of three types of marketers - ESPs with Small-/Midsize-Market Focus, Service-Oriented ESPs and Large-Enterprise-Oriented ESPs.
"As the e-mail market becomes increasingly mature, ESPs that lack tight integration with their clients, or a satisfying process and service experience, are susceptible to client churn," said David Daniels, Vice President & Research Director and lead author of the report.
JupiterResearch's E-mail Marketing Buyer's Guide, 2006 examines how ESP offerings matured during the past 12 months and what the major product developments were. It also details the changes that marketers and vendors alike should anticipate in the coming year.
"Simply selecting an ESP based on the highest number of available standard elements in the offering is not advisable," said David Schatsky, President of JupiterKagan. "Instead, buyers should develop an e-mail marketing strategy based on mailing and performance goals, and they should map the strategy to features required to execute it."
The complete findings of this report are immediately available to JupiterResearch clients online at www.jupiterresearch.com. For details on JupiterResearch's methodology, visit www.jupiterresearch.com/bin/item.pl/methodology or email press@jupiterkagan.com to request a detailed methodology statement. For additional information on this report, JupiterResearch's E-mail Marketing research service or JupiterResearch's Vendor Constellations, visit www.jupiterresearch.com or contact Kieran Kelly, Senior Vice President of Global Sales and Client Service, at 1-800-481-1212 or researchsales@jupiterkagan.com.