[Whitepaper] Market Guide for Email Marketing
Email marketing remains a staple channel for marketing leaders, prized for its effectiveness, measurability and the customer insights it yields. Use this Market Guide to identify providers that can execute your email marketing campaigns and advance your email program maturity.
• Email marketing functions as the base case for multichannel marketing, but marketing leaders routinely fail to mature their strategies and programs to incorporate other channels.
• Marketers often view replacing their email service provider as the factor that will propel them to the next level of email marketing success, overlooking the importance of data hygiene and provider access to customer profile data.
• Marketers face a more challenging environment for managing consent in the wake of the European General Data Protection Regulation (GDPR), including rising consumer awareness about data-driven marketing. Such an environment requires greater transparency and accountability.