by Jeff Rice, Research Analyst
Chart: Advanced solutions and service providers the top choice among email marketersQ. Which type of solution or provider does your organization use to send email campaigns to your house list?Click here to see a larger, printable version of this chart
It’s promising that twice as many organizations that execute their own email programs use an advanced, versus a basic, Web-based solution. It demonstrates the need for comprehensive features to fulfill the increasingly complex tactical requirements of email marketing.
While about one-third of all organizations use a full-service outsourced ESP, B2C channel organizations are more than twice as likely to use an ESP than B2B channel marketers.
Like consumer marketers, large organizations are also much more likely to use an ESP. In both cases, the need for outsourced professional services is required due to the greater scope and complexity of email initiatives.
In the Strategic and Transition phases of email marketing maturity, tactics become more comprehensive and, consequently, require more comprehensive services and solutions. Given these trends, it is no surprise to see that advanced Web-based solutions and ESPs are the choice methods for more mature email marketers.
For additional research data and insights about email marketing, download and read the free Executive Summary
from MarketingSherpa’s 2011 Email Marketing Benchmark Report
Useful links related to this chart MarketingSherpa 2011 Email Marketing Benchmark ReportEmail Optimization: Improve response with 5 insights from 10,000 testsEmail Awards 2012 Winners Announced - Get Your Free Report