Email Vendor Acquisitions Signal The End Of Standalone Email Service Providers

*This blog post was written in collaboration with Shar VanBoskirk

Over the last year, we’ve seen a number of new acquisitions in the email marketing space.  Specifically:

  • European cross-channel campaign management vendor Selligent and Silicon Valley email service provider Strongview were acquired and combined by Private Equity Firm HGGC
  • Marlin Equity Partners acquired Teradata’s Digital Marketing Center -- the part of Teradata which includes former eCircle, Ozone Online for agency services, and Argyle Social --  and mid-market ESP BlueHornet, which was previously part of Digital River
  • Vista Equity Partners picked up B2B marketing automation vendor Marketo
  •  And most recently Zeta Interactive added Acxiom Impact to the eBay Enterprise assets (the old eDialog, for those of you keeping track) it acquired last year
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It All Comes Back To The Basics

Last week, Sailthru held it’s annual Lift 2015 conference, where it debuted new product releases and enhancements, and delved into the strategies and tactics that leading digital marketers have employed with success to increase retention, decrease churn, and create lasting profitability. One-to-one personalization was a resounding theme throughout the conference, that hit on three critical components marketers should keep in mind:

 

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Joining The B2C Research Team Ranks

Hey Everyone!

I’ve been at Forrester over a year and a half now, originally coming from an analyst support role, to more recently, working with Shar VanBoskirk to drive our research around email marketing. I’m excited to announce that, going forward, I will be leading our coverage of the technologies, services, and analytics that support email marketing.

My first report in this new role was an update to our email marketing playbook assessment chapter. This report allows marketers to assess their email marketing campaigns around specific benchmarks defined by Forrester that assess both their business processes, as well as the user experience of their campaigns. Building off of this assessment, I will be publishing an update to our “Best And Worst Of Email Marketing” playbook report, with an assessment of 70 email campaigns, benchmarked against the criteria from the report mentioned above.

I am looking forward to getting to know many of you better and following the evolution of this exciting space. Whether you have insights to share, questions to ask, or email technology and services that you want to tell me about, I want to hear from you! Please engage with me via our inquiry and/or briefing teams, or track me down at Forrester’s upcoming Marketing 2016 Event (April 26, 2016).