Email Marketers Demanding More From Their ESPs
The soft economy of the past year coupled with the maturation of email marketers is putting positive pressure on the email marketing industry, according a recent report from Forrester Research.
For the report, The Forrester Wave: Email Marketing Service Providers, Q4 2009, Forrester surveyed 218 clients of the vendors in this wave on how the current economic situation is altering their email programs. Very few marketers cited budget cuts. Instead, clients are demanding more from their email service providers for the following reasons:
1) Marketers are increasing the relevancy of their programs. Forty-eight percent of marketers surveyed said they're trying to make their communications more relevant, according to the report. These increases in relevancy will drive the need for data integration and increased adoption of relevancy-empowering tactics — like dynamic content and testing — as well as strategic and tactical services.
2) Email marketing frequency is growing so relevancy is more important than ever. Marketers are increasingly choosing email over other marketing channels. This inflation in messaging volume will drive price compression in the market — further encouraging marketers to adopt relevancy-empowering tactics via their ESPs.
3) Marketers are turning to email service providers to offset staffing losses. While 20 percent of marketers surveyed indicated that they lost staff due to the economy, Forrester said they're leveraging the production services of their ESPs to offset their downsized marketing organizations.