Email Marketing Providers are Running Short of Time
Why Email Marketers Need to Adapt
Email marketing gurus and retailers have enjoyed a long, hegemonic period of monopolistic control across the online marketing atmosphere. These heady days of market control is about to come to an end. New technology is threatening their online space.
New automated marketing platforms are fast encroaching on these archaic email marketers’ domains. It was reported that over 70% of new marketing automaton users are using these new platforms in place of the traditional email marketing tools. ESP’s now risk extinction if they don’t adapt to these new virtual transformations.
What are ESP’s?
For the uninitiated, an ESP is basically an email marketing service hosted and optimized on servers. Customers control their own email marketing accounts, sending out emails using interfaced browsers. But the ESP servers do the so-called dirty work of gaining access beyond what customers would normally be able to do from their own desk.
The traditional ESP market base is rapidly shrinking. Customers who still use their tools have already turned to the new marketing automation platforms. Still, ESP’s are trying to keep up by adding automated features of their own. Most users are already familiar with what is known as triggered messaging, mobile push notifications and SMS’s.
Strong Name Changes
In 2013, StrongMail, one of the traditional email marketing companies still in existence, changed to StrongView to reflect their transformation to and adaptation with marketing automation platforms. Previously, the game of musical chairs had already begun. ESP ExactTarget bought out MAP Pardot. Salesforce, in turn, purchased ExactTarget.
In any case, marketing does need to continuously reflect new revolutions in how people do business or seek to push new buttons which will allow them to thrive in growing, competitive environments. And one of the new marketing buzz-words is cloud-sourcing where the essence of being unique becomes more probable than a mere possibility. Another trend that marketing sometimes had difficulty with in the past was competitive pricing.
Kraig Swensrud is the CMO of ESP Campaign Monitor. He believes that there is plenty of space for all of these new technological developments. While reminiscing on his own pioneering role in initiating the ‘marketing cloud’ Swensrud strongly believes that the still-expensive marketing automation cloud suites in use should be accessible to smaller, developing companies who don’t yet have a million dollar annual budget to price in these new tools.
ESP’s as the new technology normal
But, ESP’s remain resilient. They are not about to become a spent force. They are adapting to and taking ownership of the new marketing automation platforms.
In the year 2015, it goes without saying that traditional email marketers no longer have one target market in mind. If that were the case, they would begin digging their own graves. But with over 2,000 technological options to choose from, they can make their own leaps and bounds well into the 21st century and virtual worlds will become their oyster once more.