BtoB

JupiterResearch evaluates e-mail service providers

Published on .

Most Popular

New York—JupiterResearch, a division of Jupitermedia Corp., earlier this month announced the release of "E-mail Marketing Buyers Guide," an assessment of 28 e-mail service providers. In the full and collaborative service provider category, JupiterResearch classified seven vendors as market leaders: Bigfoot Interactive, Digital Impact, DoubleClick, E-Dialog, Exact Target, Silverpop and Yesmail.

In the middle-market category, it recognized Blue Sky Factory, Lyris and Skylist as market leaders.

There is room for vast improvement among e-mail service providers if the report’s findings are any indication. David Daniels, analyst at JupiterResearch, said almost two-thirds of those evaluated (61%) manipulate deliverability rates by removing hard bounces from their calculations. He also said 25% of vendors are not properly focused on federal compliance features, and only half of the providers evaluated were capable of complying with CAN-SPAM regulations.

"Marketers should be highly critical of the ESP’s deliverability, and CAN-SPAM functionality and services capability as these features are necessary in order for marketers to mitigate the risks of doing e-mail marketing in this tumultuous environment," Daniels said.

—Carol Krol

In this article: