A new Forrester Wave™ evaluates the nine most significant email marketing vendors — Acxiom, Epsilon, Experian Marketing Services, Oracle Responsys, Salesforce ExactTarget, Silverpop, StrongView, Yesmail Interactive, and Zeta Interactive — based on current offering, strategy, and market presence.
StrongView and Epsilon lead the pack thanks to scalable support for high volume and quality professional services. Salesforce ExactTarget and Oracle Responsys round out the Leaders category due to their segmentation and campaign testing and functionality. Yesmail Interactive and Silverpop fall into the Strong Performers category, while Acxiom and Experian Marketing Services lag behind as Contenders. The only Risky Bet of the vendors was Zeta Interactive — a newly formed combination of ClickSquared and Zustek.
“Rather than slowing innovation as we expected it to, the email vendor acquisition spree of the past 18 months made room for different vendors to introduce innovative offerings,” writes analyst Shar VanBoskirk. “This year’s evaluation discovered vendors pursuing heterogeneous strategies for innovating with email, while also integrating it into a broader communications strategy.”