Hey, Email Marketers: Forrester Says These Are the Best Platforms

Researcher identifies StrongView as a leader

If you’re seeking an email marketing platform but don’t have time to weigh all the options, Forrester Research offers recommendations. The Cambridge, Mass.-based researcher has declared StrongView the industry leader in an analysis of top providers.

In its periodic report, "The Forrester Wave," the firm ranks nine email deployment vendors, including Acxiom, Epsilon, Experian Marketing Services, Oracle Responsys, Salesforce ExactTarget, Silverpop, StrongView, Yesmail Interactive and Zeta Interactive.

It started with a pool of 89 vendors. Using 34 different criteria, researchers analyzed each of the nine finalists to gauge such elements as specific offerings, market strategy, brand awareness and client satisfaction.

Although Epsilon, SalesForce Exact Target and Oracle Responsys were highly ranked, StrongView ended up No. 1. (The Redwood City, Calif.-based emailer was known as StrongMail for years before rebranding 13 months ago.)

Specifically, StrongView demonstrated a strategy focused on utilizing email to play a role beyond driving transactions while enabling a series of context-based customer interactions, according to Forrester. Shar VanBoskirk, vp and principal analyst at Forrester, praised StrongView’s forward-thinking strategy, scalable platform and suite of enterprise services.

"Specifically, it had a strategy focused on utilizing email to play a role beyond driving transactions to establish and enable a series of context-based customer interactions," VanBoskirk told ClickZ.

One of StrongView’s chief selling points, per Forrester, is Message Studio, an innovative email management platform where users can create personalized campaigns to target specific customers based on their profiles and shopping behaviors. The company has recently augmented Message Studio to add contextual marketing functions, which gave it an edge over other contenders.

"We believe context marketing is the inevitable future of where marketing is going," says Bill Wagner, StrongView's CEO. "With the data on consumers that's available, there's no reason not to engage them in a much more relevant way. Everyone as a consumer has context; the crux of the job for email marketers is to understand that context and act on it quickly."

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