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Bigfoot, DoubleClick top rankings among e-mail marketing companies

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Cambridge, Mass.—Bigfoot Interactive and DoubleClick are still the "leaders" among vendors in the struggling e-mail marketing services industry, according to Forrester Research.

For its report, "The Best Email Marketing Service Providers," the research company evaluated e-mail service providers and spoke to their customers.

"Strong performers" cited by Forrester were: Postfuture, ExactTarget, SmartDM, @Once, CheetahMail, Digital Impact, Silverpop and Yesmail. "Contenders" were: e-Dialog, Responsys and Zustek.

Marketers surveyed said their biggest selection criterion when choosing a vendor is price, and the services most valued in a vendor tend to be tactical, such as campaign management and technical integration with existing systems.

Despite the focus on spam and deliverability, both of those issues scored low overall when marketers were asked their biggest challenge in building e-mail databases. The top concern among marketers was increasing the number of e-mail addresses, followed by creating and managing content.

—Carol Krol

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